Title: Service marketing tools influencing attitudinal loyalty and behavioural loyalty

Authors: Tser-Yieth Chen; Hsin-Swai Hsu

Addresses: Graduate Institute of International Business, National Taipei University, No. 151, University Road, Sanhsia District, 23745, New Taipei City, Taiwan ' Graduate Institute of International Business, National Taipei University, No. 151, University Road, Sanhsia District, 23745, New Taipei City, Taiwan

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.

Keywords: brand image; store image; promotion; attitudinal loyalty; behavioural loyalty; perceived quality; perceived risk; service marketing; Taiwan; customer loyalty.

DOI: 10.1504/IJECRM.2013.060694

International Journal of Electronic Customer Relationship Management, 2013 Vol.7 No.3/4, pp.173 - 190

Received: 13 Mar 2013
Accepted: 20 Nov 2013
Published online: 30 Jun 2014 *

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