Impact of Social, Epistemic and Conditional Values on Customer Satisfaction and Loyalty in Automobile Industry: A Structural Equation Modelling
Journal Title: Journal of Marketing and Consumer Behaviour in Emerging Markets - Year 2017, Vol 1, Issue 5
Abstract
The purpose of this study is to identify the social, epistemic and conditional values associated with automobiles and to examine their impact on customer satisfaction and brand loyalty. A sample size of 198 respondents was chosen from various locations near Jeddah in Saudi Arabia using convenient sampling techniques. A multi-factor customer perceived value questionnaire with a Likert scale from 1 to 5 was used to collect the data to determine the social, epistemic and conditional perceived values associated with automobiles and their impact on customer satisfaction and brand loyalty. AMOS was used to generate the result and to analyse the collected data. 5 items were reduced from the original construct to meet the standard loading during the confi rmatory factor analysis. Then structural modelling was conducted on a full model and satisfaction as a mediator model. The fi ndings were that epistemic value and conditional value have a positive and signifi cant impact on satisfaction. Also epistemic value and satisfaction have a positive and signifi cant impact on loyalty. However, social value has a negative impact on satisfaction and loyalty in the full model and the mediator model as well. Therefore, epistemic value and conditional value are important dimensions or values associated with automobile brands in Saudi Arabia and they affect customer satisfactions and loyalty.
Authors and Affiliations
Zubair Hassan
Economic Analysis of Charitable Donations
This paper examines the effect of message characteristics on donation behavior using an economic model of giving. The utility of giving can come from one’s own contribution and possibly from the combined contributions of...
Authenticity in marketing: a response to consumer resistance?
Prior research points out the emerging phenomenon of consumer resistance in terms of resistance towards the marketing discipline. At the same time, extant literature suggests the increasing importance of authenticity in...
Quality Attribute and Customer Satisfaction: Using Kano’s Model to Prioritize What Matters Most to Customers
Continuous innovations of smartphone attributes and increasing product usage call for better understanding of the attributes that matter most to customers. This study employs Kano’s model for classifying smartphone attri...
Media Credibility Perception Among Millennials in Slovakia
Communication professionals have been facing various challenges and one of them is how to win the audience. Past studies suggest that credibility could be the key. Therefore, credibility can be suggested as one of the ke...
Viral Marketing – The Case of Turkey
The purpose of this paper is to present and analyze successful viral marketing campaigns of Turkish advertisements in the form of a case study to determine which factors seem to play the most important role in terms of v...