The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image

被引：182

作者：

Nyadzayo, Munyaradzi W. ^{[1
]}

Khajehzadeh, Saman ^{[2
]}

机构：

[1] Swinburne Univ Technol, Dept Mkt & Management, Cnr Wakefield & William St, Hawthorn, Vic 3122, Australia

[2] Griffith Univ, Griffith Business Sch, Gold Coast Campus, Nathan, Qld 4222, Australia

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2016年 / 30卷

关键词：

Service quality; Customer satisfaction; Customer value; Customer relationship management; Brand image; Customer loyalty; Car dealerships; SERVICE QUALITY; PERCEIVED VALUE; BEHAVIORAL INTENTIONS; SWITCHING COSTS; SATISFACTION; COMMITMENT; TRUST; DIMENSIONS; PERFORMANCE; EQUITY;

D O I：

10.1016/j.jretconser.2016.02.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study examines the mediating role of customer relationship management (CRM) quality to better explain the effects of service evaluation variables (service quality, customer satisfaction and customer value) on customer loyalty. The study also investigates the moderating effect of brand image on these mediated relationships. The mediating role of CRM quality on the relationship between the service evaluation variables and customer loyalty is supported. Further, it is found that the indirect effect of customer satisfaction on customer loyalty via CRM quality is stronger when perceived brand image is high than when it is low. The results have implications for relationship managers, brand managers and scholars who use service evaluation and relational metrics to predict customer loyalty. (C) 2016 Elsevier Ltd. All rights reserved.

引用

页码：262 / 270

页数：9

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