Abstract
Customer loyalty (CS) is an outcome of all brands, which is hard to come by in the era of social media because customers are very volatile and tend to switch. Thus, this study investigated the influence of quality (product quality, delivery and installation service quality), customer perceived value, and customer satisfaction on loyalty (attitudinal and behavioural) among customers in the marketplace of electronic home appliances, as well as the equivalent moderating influence of brand trust and social media usage in those relationships. This study was conducted in Dhaka and collected data from 486 customers using a structured questionnaire and analysed in partial least squares structural equation modelling (PLS-SEM). The findings revealed that all hypotheses were accepted except delivery service quality on customer satisfaction. These findings contributed to stimulus-organism-response theory and provided several insights to practicing managers in their developing marketing strategies to maintain customer loyalty in electronic home appliances.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.