Title: Customer perceptions of value, satisfaction, and loyalty in the social media era: insights from electrical home appliances in an emerging economy

Authors: Md Uzir Hossain Uzir; Ishraq Jerin; Abu Bakar Abdul Hamid; Ahmad Shaharudin Abdul Latiff; Ramayah Thurasamy; A.K.M. Ahasanul Haque

Addresses: Putra Business School, University Putra Malaysia, Jalan Universiti 1 Serdang, 43400 Seri Kembangan, Selangor, Malaysia ' Putra Business School, University Putra Malaysia, Jalan Universiti 1 Serdang, 43400 Seri Kembangan, Selangor, Malaysia ' Putra Business School, University Putra Malaysia, Jalan Universiti 1 Serdang, 43400 Seri Kembangan, Selangor, Malaysia ' Putra Business School, University Putra Malaysia, Jalan Universiti 1 Serdang, 43400 Seri Kembangan, Selangor, Malaysia ' School of Management, Universiti Sains Malaysia (USM), Penang, Malaysia ' Department of Business Administration, International Islamic University Malaysia, Malaysia

Abstract: Customer loyalty (CS) is an outcome of all brands, which is hard to come by in the era of social media because customers are very volatile and tend to switch. Thus, this study investigated the influence of quality (product quality, delivery and installation service quality), customer perceived value, and customer satisfaction on loyalty (attitudinal and behavioural) among customers in the marketplace of electronic home appliances, as well as the equivalent moderating influence of brand trust and social media usage in those relationships. This study was conducted in Dhaka and collected data from 486 customers using a structured questionnaire and analysed in partial least squares structural equation modelling (PLS-SEM). The findings revealed that all hypotheses were accepted except delivery service quality on customer satisfaction. These findings contributed to stimulus-organism-response theory and provided several insights to practicing managers in their developing marketing strategies to maintain customer loyalty in electronic home appliances.

Keywords: customer satisfaction; brand loyalty; brand trust; product quality; service quality; SOR theory; partial least squares structural equation modelling; PLS-SEM; electrical home appliances; emerging economy.

DOI: 10.1504/IJQI.2022.122314

International Journal of Quality and Innovation, 2022 Vol.6 No.2, pp.190 - 230

Received: 16 Apr 2021
Accepted: 30 Jun 2021
Published online: 19 Apr 2022 *

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