دانلود مقاله نقش کیفیت و اعتماد در حمایت از مشتری و وفاداری به برند
چکیده
مقدمه
مروری بر مطالعات پیشین و توسعه فرضیه ها
روش
نتایج
تحلیل تعقیبی
بحث
مفاهیم
نتیجه گیری
منابع
Abstract
Introduction
Literature review and hypotheses development
Method
Results
Posthoc analysis
Discussion
Implications
Conclusion
References
چکیده
حمایت از مشتری با پیامدهای روانشناختی و مرتبط با برند مرتبط است. با این حال، مکانیسم‌های بالقوه چنین روابطی به خوبی شناخته نشده است. مطالعه حاضر به بررسی مسیری می پردازد که از طریق آن حمایت مشتری بر وفاداری به برند در بخش بانکداری خرده فروشی تأثیر می گذارد. بر اساس نمونه ای از 351 مشتری بانک خرده فروشی آفریقای جنوبی، این مطالعه از مدلی با کیفیت ارتباط با برند و اعتماد به برند استفاده می کند که به عنوان متغیرهای واسطه بین حمایت مشتری و وفاداری به برند عمل می کند. نتایج این پیش‌بینی را تأیید می‌کند که حمایت از مشتری به طور مثبت با وفاداری به برند از طریق میانجی‌گری زنجیره‌ای از اعتماد به برند و کیفیت ارتباط برند مرتبط است. این یافته‌ها بر نقش‌های حیاتی کیفیت ارتباط برند و اعتماد به برند در کمک به وفاداری به برند تأکید می‌کنند، بنابراین شواهد اولیه در مورد مکانیسم‌های احتمالی ارائه می‌شود که از طریق آن کیفیت رابطه بین مصرف‌کننده و برند و اعتماد به برندها به‌طور هم‌افزایی وفاداری به برند را افزایش می‌دهند.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
Customer advocacy is linked to various psychological and brand-related outcomes. However, the potential mechanisms of such relationships remain poorly understood. The present study investigates the route through which customer advocacy impacts brand loyalty in the retail banking sector. Based on a sample of 351 South African retail bank customers, the study employs a model with brand relationship quality and brand trust serving as mediating variables between customer advocacy and brand loyalty. The results confirm the prediction that customer advocacy is positively related to brand loyalty through a serial mediation of brand trust and brand relationship quality. These findings underscore the crucial roles of brand relationship quality and brand trust in contributing towards brand loyalty, thus providing preliminary evidence concerning the possible mechanisms through which consumer–brand relationship quality and trust in brands synergistically enhance brand loyalty.
Introduction
With increasing consumer empowerment in a hyperconnected world, frms have been hard-pressed to fnd creative strategies to serve their customers through value-laden informational exchanges (Roy 2013; Swaminathan et al. 2020; Urban 2004). Within this milieu, customer advocacy has emerged as an alternative strategic approach to achieving greater organisational performance outcomes by promoting positive customer reciprocal afnitive behaviours between the frm and its customers. This implies that when frms support customers to fnd and achieve greater value in a market exchange, organisational success signifcantly improves (Lawer and Knox 2006; Urban 2004). Advocacy represents a signifcant next phase in the development of frm-customer relationships. Advocacy has been researched in the literature in two diferent ways; frst, from a customer perspective (consumer advocacy) and second, as organisation-initiated advocacy (customer advocacy) (Sweeney et al. 2020). The former is a form of positive WOM communication, in which the customer develops a strong desire to positively recommend a service or product to other clients (Fullerton 2011), while the latter is “an advanced form of market orientation that responds to the new drivers of consumer choice, involvement and knowledge” (Lawer and Knox 2006, p. 123). In this context, customer advocacy refers to the frm advocating for the best interests of clients even to the point of recommending a competitor’s ofering where necessary (Roy 2015).Thus, customer advocacy is driven by an amalgamation of altruism and self-interest (Jayasimha and Billore 2016).
Conclusion
The principal goal of the study was to assess the efect of customer advocacy and its ultimate contribution to brand loyalty through a serial relationship via brand relationship quality and brand trust. The study also emphasises the underlying mechanisms through which brand relationship quality and brand trust and their respective mediation roles bolster customer advocacy and brand loyalty. It thus represents an empirical assessment of intimately related mutually enhanc - ing value constructs synergistically co-integrating to deliver the much needed increased brand loyalty with the potential of fostering enduring superior competitive performance. To achieve this objective, the PLS-SEM data analyses software was used to analyse the research model to determine the nature of the hypothesised relationships.
H1 Customer advocacy has a positive effect on brand loyalty H2 Customer advocacy has a positive efect on brand relationship quality
H3 Customer advocacy has a positive efect on brand trust H4 Brand relationship quality mediates the relationship between customer advocacy and brand loyalty
H5 Brand trust mediates the relationship between customer advocacy and brand loyalty
H6 The relationship between customer advocacy and brand loyalty is serially mediated by brand relationship quality and brand trust