Service marketing tools influencing attitudinal loyalty and behavioural loyalty
by Tser-Yieth Chen; Hsin-Swai Hsu
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 7, No. 3/4, 2013

Abstract: We demonstrate the relationship between service marketing tools and attitudinal/behavioural loyalty through perceived quality and perceived risk in the experienced service industry. This study is the first to investigate brand image, store image, and promotion marketing tools that influence attitudinal loyalty and behavioural loyalty, simultaneously. We conduct the survey method and collected 365 effective customer samples in coffee shops/stores in Taipei City, using the quota sampling method. We find that store image substantially influences both attitudinal loyalty and behavioural loyalty through perceived quality. Service marketing managers can enhance store environment and atmosphere to elicit customer perceived quality and loyalty in both attitudinal and behavioural aspects.

Online publication date: Mon, 30-Jun-2014

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