by : Rebekah Bennett
(Published by : The University of Queensland, School of Management, July 2001)
Abstract
Brand related concepts in the business-to-business sector have received little attention. Nevertheless recent research has shown that brand equity exists in business-to-business markets. Thus, brand-building investments in this sector may be worthwhile. Moreover, the brand loyalty concept appears to be relevant to the business- to-business sector. But little attention has been given to examining the antecedents of brand loyalty in a business service context, although a number of researchers have isolated one or more variables that impact on brand loyalty.
This thesis attempts to address this gap in the literature. Specifically it aims to provide a comprehensive view of brand loyalty for business services by proposing and testing a model of its potential antecedents. Two separate dimensions of brand loyalty are examined: attitudinal brand loyalty and behavioural brand loyalty. Both dimensions are important to the study of brand loyalty and should be considered jointly, rather than in isolation as has occurred in past studies. The antecedents of brand loyalty are drawn from extant business and consumer marketing literature, and include trust, commitment, satisfaction, perceived risk and involvement. Trust and commitment are viewed as ‘relational’ factors. These constructs are drawn from the business- to-business marketing literature. Satisfaction is described as an ‘emotional’ construct with roots in both the consumer and business marketing fields. Finally, perceived risk and involvement can be described as ‘cognitive’ factors. Their importance to brand loyalty is illustrated in the consumer marketing literature. Thus, the model proposed here is comprehensive in scope.
The research context for this study is the business services sector. The data was collected using both field survey research and archival data. The attitudinal data was collected prior to the behavioural data, thus making this research longitudinal in its design. Moreover, the research was undertaken in three stages. The first stage was a pilot study of the survey instrument to test the reliability of the scales used, as many of the scales were adapted from a consumer context......
Keywords: Attitudinal brand loyalty, behavioural brand loyalty, business-tobusiness, services marketing, longitudinal archival/field study.
Artikel lengkap dikompilasi oleh/hubungi :Brand related concepts in the business-to-business sector have received little attention. Nevertheless recent research has shown that brand equity exists in business-to-business markets. Thus, brand-building investments in this sector may be worthwhile. Moreover, the brand loyalty concept appears to be relevant to the business- to-business sector. But little attention has been given to examining the antecedents of brand loyalty in a business service context, although a number of researchers have isolated one or more variables that impact on brand loyalty.
This thesis attempts to address this gap in the literature. Specifically it aims to provide a comprehensive view of brand loyalty for business services by proposing and testing a model of its potential antecedents. Two separate dimensions of brand loyalty are examined: attitudinal brand loyalty and behavioural brand loyalty. Both dimensions are important to the study of brand loyalty and should be considered jointly, rather than in isolation as has occurred in past studies. The antecedents of brand loyalty are drawn from extant business and consumer marketing literature, and include trust, commitment, satisfaction, perceived risk and involvement. Trust and commitment are viewed as ‘relational’ factors. These constructs are drawn from the business- to-business marketing literature. Satisfaction is described as an ‘emotional’ construct with roots in both the consumer and business marketing fields. Finally, perceived risk and involvement can be described as ‘cognitive’ factors. Their importance to brand loyalty is illustrated in the consumer marketing literature. Thus, the model proposed here is comprehensive in scope.
The research context for this study is the business services sector. The data was collected using both field survey research and archival data. The attitudinal data was collected prior to the behavioural data, thus making this research longitudinal in its design. Moreover, the research was undertaken in three stages. The first stage was a pilot study of the survey instrument to test the reliability of the scales used, as many of the scales were adapted from a consumer context......
Keywords: Attitudinal brand loyalty, behavioural brand loyalty, business-tobusiness, services marketing, longitudinal archival/field study.
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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