Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R

Bennett, Rebekah, Hartel, Charmine E.J. and McColl-Kennedy, Janet R. 2005, Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R, Industrial marketing management, vol. 34, no. 1, pp. 97-107.

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Title Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R
Author(s) Bennett, Rebekah
Hartel, Charmine E.J.
McColl-Kennedy, Janet R.
Journal name Industrial marketing management
Volume number 34
Issue number 1
Start page 97
End page 107
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2005-01
ISSN 0019-8501
1873-2062
Keyword(s) brand loyalty
attitudinal brand loyalty
involvement
satisfaction
experience
Summary This paper examines the relative influence of two key antecedents of brand loyalty—satisfaction and involvement and the moderating role of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand loyalty will vary with the level of customer experience with purchasing the service. Building on previous research which examined low-risk, customer product settings [Kim, J., Lim, J.S., & Bhargava, M. (1998). The role of affect in attitude formation: A classical conditioning approach. Journal of the Academy of Marketing Science 26 (2): pp. 143–152; Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision-making. Journal of Consumer Research 26: 278], this study shows that for a high-risk setting, involvement with the service category will be more dominant in its influence on brand loyalty than satisfaction with the preferred brand. Furthermore, it was found that experience moderated the influence of involvement and satisfaction on attitudinal brand loyalty for a high-risk business-to-business service. This study provides new insights into the theory and practice of buyer behavior and business-to-business brands.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2004, Crown copyright
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008774

Document type: Journal Article
Collection: Deakin Graduate School of Business
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