Article: Customer Satisfaction and Willingness to Pay More: Mediating Effects of Perceived Herbal Quality and Brand Trust in Ghana Journal: Journal of Business and Management (JBM) 2023 Vol.29 No.1 pp.57 - 79 Abstract: Purpose - This research investigated the mediation influence of perceived herbal quality and brand trust in customer satisfaction and willingness to pay (WTP) more nexus. Methods - Survey questionnaires were systematically utilized to gather data from a sample of 265 customers in the herbal market in Cape Coast, Ghana. The hypotheses formulated were statistically examined through structural equation modeling using Smart PLS 3.3.3. Findings - Findings from the research indicate that perceived herbal quality partially mediates the nexus between customer satisfaction, WTP at a high-price, and brand trust. Again, the research found that the impact of customer satisfaction and perceived herbal quality on WTP is partially mediated by brand trust. Implications - The research findings are relevant to the academicians and strategic initiatives of the herbal companies in the industry, especially as traditional medicine is fast becoming a viable option in the health and welfare of Ghanaians following decades of substantial growth. The study established that brand trust and perceived quality partly contribute to the causal relationship between customer satisfaction and customers` willingness to pay more. This also provides strong evidence for herbal companies to consider brand trust and perceived quality as critical factors for developing a satisfaction strategy to strengthen customers' WTP at a high price. Originality - The current research unearths a new model that suggests that customer satisfaction predicts perceived quality, which strengthens willingness to pay a high price. Again, the study adds to the body of knowledge by confirming that perceived quality and brand trust partially mediate the relationship between satisfaction and WTP at a high price, which has not been explored in the brand equity literature. Inderscience Publishers - linking academia, business and industry through research

Title: Customer Satisfaction and Willingness to Pay More: Mediating Effects of Perceived Herbal Quality and Brand Trust in Ghana

Authors: Peter Kwasi Oppong; Wilberforce Owusu-Ansah; Joseph Owusu

Addresses: Author address listing can be found in the "About the Authors" section at the end of the article.

Abstract: Purpose - This research investigated the mediation influence of perceived herbal quality and brand trust in customer satisfaction and willingness to pay (WTP) more nexus. Methods - Survey questionnaires were systematically utilized to gather data from a sample of 265 customers in the herbal market in Cape Coast, Ghana. The hypotheses formulated were statistically examined through structural equation modeling using Smart PLS 3.3.3. Findings - Findings from the research indicate that perceived herbal quality partially mediates the nexus between customer satisfaction, WTP at a high-price, and brand trust. Again, the research found that the impact of customer satisfaction and perceived herbal quality on WTP is partially mediated by brand trust. Implications - The research findings are relevant to the academicians and strategic initiatives of the herbal companies in the industry, especially as traditional medicine is fast becoming a viable option in the health and welfare of Ghanaians following decades of substantial growth. The study established that brand trust and perceived quality partly contribute to the causal relationship between customer satisfaction and customers` willingness to pay more. This also provides strong evidence for herbal companies to consider brand trust and perceived quality as critical factors for developing a satisfaction strategy to strengthen customers' WTP at a high price. Originality - The current research unearths a new model that suggests that customer satisfaction predicts perceived quality, which strengthens willingness to pay a high price. Again, the study adds to the body of knowledge by confirming that perceived quality and brand trust partially mediate the relationship between satisfaction and WTP at a high price, which has not been explored in the brand equity literature.

Keywords: Herbal industry; satisfaction; trust; quality; willingness to pay more.

DOI: 10.1504/JBM.2023.141303

Journal of Business and Management, 2023 Vol.29 No.1, pp.57 - 79

Published online: 05 Sep 2024 *

Title: Customer Satisfaction and Willingness to Pay More: Mediating Effects of Perceived Herbal Quality and Brand Trust in Ghana

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