The impact of product performance on brand loyalty mediated by customer satisfaction: Study in Sudanese service industry

Mohammed, Ghada Obeid; Hasaballah, Abdel Hafiez Ali; Almohaimmeed, Bader M. A.; Al-Tit, Ahmad A.

International Journal of Advanced and Applied Sciences

Int. j. adv. appl. sci.

EISSN: 2313-3724

Print ISSN: 2313-626X

Volume 4, Issue 1 (January 2017), Pages: 116-122

Title: The impact of product performance on brand loyalty mediated by customer satisfaction: Study in Sudanese service industry

Author(s): Ghada Obeid Mohammed ^1, *, Abdel Hafiez Ali Hasaballah², Bader M. A. Almohaimmeed ², Ahmad A. Al-Tit²

Affiliation(s):

¹Business Administration Department, College of Administrative Sciences, Najran University, Najran, Saudi Arabia
²Business Administration Department, College of Business and Economics (CBE), Qassim University, Buraydah, Saudi Arabia

https://doi.org/10.21833/ijaas.2017.01.017

Full Text - PDF XML

Abstract:

This study suggests a research model to investigate the relationship between product performance variables (i.e. price, network, and other services) and brand loyalty, taking into consideration the mediation effect of customer satisfaction. Data were collected through a questionnaire, a sample of 240 respondents was used which representing customers of ZAIN and MTN mobile phone companies operating in the Republic of Sudan. Many statistical tools have been utilized to ensure the goodness of measurement such as reliability test, exploratory factor analysis, correlation analysis, whereas regression analysis had been used to test the hypotheses. The results indicate that product performance variables play an important role in shaping brand loyalty. This study supports the mediating effect of customer satisfaction on the relationship between product performance and brand loyalty. According to the results of this research, a company can create, build and manage brand loyalty through customer satisfaction by increasing product performance.

This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

Keywords: Product performance, Customer satisfaction, Customer loyalty, Service sector

Article History: Received 28 November 2016, Received in revised form 5 January 2017, Accepted 6 January 2017

Digital Object Identifier:

https://doi.org/10.21833/ijaas.2017.01.017

Citation:

Mohammed GO, Hasaballah AHA, Almohaimmeed BMA, and Al-Tit AA (2017). The impact of product performance on brand loyalty mediated by customer satisfaction: Study in Sudanese service industry. International Journal of Advanced and Applied Sciences, 4(1): 116-122

http://www.science-gate.com/IJAAS/V4I1/Mohammed.html

References:

Aaker DA (1991). Managing brand equity. The Free Press, New York, USA.

Ahmed Z (2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5(1): 306-326. https://doi.org/10.5296/jsr.v5i1.6568

Al-Msallam S (2015). Customer satisfaction and brand loyalty in the hotel industry. European Scientific Journal, 1: 232-251.

Al-Tit A (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 11(23): 129-139. https://doi.org/10.5539/ass.v11n23p129

Anderson EW, Fornell C, and Lehman DR (1994). Customer satisfaction, market share and profitability: Finding from Sweden. Journal of Marketing, 58(3): 53-66. https://doi.org/10.2307/1252310

Baron RM and Kenney DA (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51(6): 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173 PMid:3806354

Bayus BL (1992). Brand loyalty and marketing strategy: An application to home appliances. Marketing Science, 11(1): 21-38 https://doi.org/10.1287/mksc.11.1.21

Bennett R and Rundle-Thiele S (2005). The Brand Loyalty Life Cycle: Implications for marketers. Journal of Brand Management, 12(4): 250-263. https://doi.org/10.1057/palgrave.bm.2540221

Brown GH (1953). Brand loyalty-fact or fiction. Advertising Age, 23: 53-55.

Checket-Hanks B (2006). Using customer service as a competitive weapon. Air Conditioning Heating and Refrigeration News, 229(15): 20-21.

Choong LH (1998). The Theory of Reasoned Action applied to brand loyalty. Journal of Product and Brand Management, 7(1): 51-61. https://doi.org/10.1108/10610429810209737

Cronin JJ and Taylor SA (1992). Measuring service quality: A Re-examination and extension. Journal of Marketing, 56(3): 55-68. https://doi.org/10.2307/1252296

Darsono LI and Junaedi CM (2006). An examination of perceived quality, satisfaction, and loyalty relationship: Applicability of comparative and non-comparative evaluation. Gadjah Mada International Journal of Business, 8(3): 323-342.

Datta PR (2003). The determinants of brand loyalty. Journal of American Academy of Business. 3(1/2): 138-144.

Dick AS and Basu K (1994). Customer loyalty: Towards an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2): 99-113. https://doi.org/10.1177/0092070394222001

Ehrenberg A (1988). Repeat buying facts, theory, and applications in marketing. Oxford University Press, Oxford, UK. PMCid:PMC1330255

Fader PS and Schmittlein DC (1993). Excess behavioral loyalty for high-share brands: deviations from the Dirichlet model for repeat purchasing. Journal of Marketing research, 30(4): 478-493. https://doi.org/10.2307/3172692

Fornell C (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1): 6-21. https://doi.org/10.2307/1252129

Gee R, Coates G, and Nicholson M (2008). Understanding and profitably managing customer loyalty. Marketing Intelligence and Planning, 25(4): 359-74. https://doi.org/10.1108/02634500810879278

Gounaris S and Stathakopoulos V (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4): 283-306. https://doi.org/10.1057/palgrave.bm.2540174

Guest L (1994). A study of brand loyalty. Journal of Applied Psychology, 28(1): 16-27. https://doi.org/10.1037/h0053554

Gustafsson A and Johnson MD (2002). Measuring and managing the satisfaction-loyalty-performance links at Volvo. Journal of Targeting, Measurement and Analysis for Marketing, 10(3): 249-258. https://doi.org/10.1057/palgrave.jt.5740050

Hawkes P (1994). Building brand loyalty and commitment. The Journal of Brand Management, 1(6): 337-347. https://doi.org/10.1057/bm.1994.17

Jacoby J and Chestnut RW (1978). Brand loyalty: measurement and management. John Wiley and Sons, New York, USA.

Kotler P (1994). Marketing management: Analysis, planning, implementation and control. 8th Edition, Prentice-Hall Inc., New Jersey, USA. PMCid:PMC263094

Mittal VP and Tsiros M (1999). Attribute level performance, satisfaction and behavior intentions over time. Journal of Marketing, 63(2): 88-101. https://doi.org/10.2307/1251947

Oliver J (2009). Continuous improvement: role of organizational learning mechanisms. International Journal of Quality and Reliability Management, 26(6): 546-563. https://doi.org/10.1108/02656710910966129

Oliver RL (1997). Satisfaction – A behavioral perspective on the consumer. McGraw-Hill, New York, USA.

Olsen SO (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the Academy of Marketing Science, 30(3): 240-249. https://doi.org/10.1177/0092070302303005

Salik N and Balta FN (2006). Consumer satisfaction and loyalty derived from the perceived quality of individual banking services; a field study in Eskisehir from Turkey. Journal of Financial Services Marketing, 10(4): 135-149 https://doi.org/10.1057/palgrave.fsm.4760020

Sekaran U and Bougie R (2013). Research methods for business: A skill building approach. 6th Edition, John Wiley and Sons, New York, USA.

Selnes F (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9): 19-35. https://doi.org/10.1108/03090569310043179

Severi E and Ling KC (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3): 125-137. https://doi.org/10.5539/ass.v9n3p125

Thiele S and Mackay M (2001). A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets. Journal of Product and Brand Management, 10(1): 25-37. https://doi.org/10.1108/10610420110382803

Yi Y (1990). A critical Review of Consumer Satisfaction. In: Zeithaml V (Eds.), Review of Marketing: 68-123. American Marketing Association, Chicago, USA.

Zeithaml V (1988). Consumer perception of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3): 2-22. https://doi.org/10.2307/1251446