دانلود رایگان مقاله انگلیسی شکل گیری وفاداری برند: توضیح عوامل دوگانه جزئی - تیلور و فرانسیس 2017

ABSTRACT

This study examines the roles of both brand satisfaction and brand trust in the formation and development of brand loyalty among Chinese mobile phone users. Drawing on Herzberg’s Dualfactor Theory of Job Satisfaction, we proposed and empirically tested hypotheses about the roles of brand satisfaction and brand trust on brand loyalty. Our results suggest that the roles of brand satisfaction and brand trust in the formation and development of brand loyalty are different, both in their own asymmetric manner. Particularly, in contrast with previous research, we find that neither brand satisfaction nor brand trust is fully qualified as “Hygienic Factor” and “Motivator,” correspondingly, in a Dual-factor framework. In addition, the quadratic effects by, and the mediation roles of, the latent variables are identified. Managerial significance of the findings is discussed.

Limitations and future research

Our study has several limitations. First, we only focused on the mobile phone market in China, particularly in Shanghai. Although, as previously discussed, Shanghai is a much internationalized, economically developed city and the mobile phone market here is highly competitive, statistically our empirical results cannot be generalized in an unconstrained way to other international markets. Expansions of in-depth analysis into other industries and markets would, therefore, be necessary in the future. Second, the research is based on cross-sectional data; therefore, it fails to capture the dynamic aspects associated with brand loyalty development. Finally, as discussed before, the findings on the relationships among brand satisfaction, brand trust, and brand loyalty do not completely agree with the Dual-factor framework. Consequently, a theoretical improvement would be necessary to reveal the true nature of such relationships. We hope future research will address such issues.