Title

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

RIS ID

109569

Publication Details

Nyadzayo, M. W. & Khajehzadeh, S. 2016, 'The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image', Journal of Retailing and Consumer Services, vol. 30, pp. 262-270.

Abstract

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.

Please refer to publisher version or contact your library.

Share

COinS
 

Link to publisher version (DOI)

http://dx.doi.org/10.1016/j.jretconser.2016.02.002