Role of satisfaction in an integrative model of brand loyalty: Evidence from China and South Korea

International Marketing Review

Volumn 26, Issue 2, 2009, Pages 198-220

  Ha, Hong Youl ^a   Janda, Swinder ^b   Park, Sang Kyu ^a  

^a Kangwon National University   (South Korea)

^b KANSAS STATE UNIVERSITY   (United States)

Author keywords

Brand loyalty; China; Customer satisfaction; South Korea

Indexed keywords

EID: 67650915478     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651330910950420     Document Type: Article

References (94)

1. Anderson, E. and Sullivan, M. (1993), The antecedents and consequences of customer satisfaction for firms, Marketing Science, Vol. 12 No. 2, pp. 125-43.
2. Anderson, J.C. and Gerbing, D.W. (1988), Structural equation modeling in practice: a review and recommended two step approach, Psychological Bulletin, Vol. 103, pp. 411-23.
3. Anderson, R.E. and Srinivasan, S.S. (2003), E-satisfaction and e-loyalty: a contingency framework, Psychology & Marketing, Vol. 20 No. 2, pp. 123-38.
4. Andreassen, T.W. (1994), Satisfaction, loyalty, and reputation as indicators of customer orientation in the public sector, International Journal of Public Sector Management, Vol. 7, pp. 16-34.
5. Andreassen, T.W. (1998), Customer loyalty and complex services, International Journal of Service Industry Management, Vol. 9, pp. 1, 178-194.
6. Bagozzi, R. (1992), The self regulation of attitudes, intentions, and behavior, Social Psychology Quarterly, Vol. 55, pp. 178-204.
7. Bagozzi, R., Gopinath, M. and Nyer, P.U. (1999), The role of emotions in marketing, Journal of the Academy of Marketing Science, Vol. 27, pp. 184-206.
8. Baloglu, S. (2002), Dimensions of customer loyalty: separating friends from well wishers, Cornell Hotel & Restaurant Administration Quarterly, Vol. 43, pp. 47-59.
9. Bang, H., Raymond, M.A., Taylor, C.R. and Moon, Y.S. (2005), A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea, International Marketing Review, Vol. 22 No. 3, pp. 309-26.
10. Bennett, R., Hartel, C.E.J. and McColl-Kennedy, J.R. (2005), Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R, Industrial Marketing Management, Vol. 34, pp. 97-107.
11. Bergkvist, L. and Rossiter, L.R. (2007), The predictive validity of multiple-item vs. single-item measures of the same constructs, Journal of Marketing Research, Vol. 44 No. 2, pp. 175-84.
12. Bloemer, J.M. and Kasper, H. (1995), The complex relationship between customer satisfaction and brand loyalty, Journal of Economic Psychology, Vol. 16, pp. 311-29.
13. Boles, J., Babin, B.J., Brashear, T.G. and Brooks, C. (2001), An examination of the relationships between retail work environments, salesperson selling orientation-customer orientation and job performance, Journal of Marketing Theory and Practice, Vol. 9, pp. 1-13.
14. Bolton, R.N. and Lemon, K.N. (1999), A dynamic model of customers' usage of services: usage as an antecedent and consequence of satisfaction, Journal of Marketing Research, Vol. 36 No. 2, pp. 171-86.
15. Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A. (1993), A dynamic process model of service quality: from expectations to behavioral intentions, Journal of Marketing Research, Vol. 30 No. 1, pp. 7-27.
16. Bozdogan, H. (1987), Model selection and Akaike's Information Criterion (AIC): the general theory and its analytical extensions, Psychometrika, Vol. 52 No. 3, pp. 345-70.
17. Brady, M.K. and Cronin, J.J. (2001), Customer orientation: effects on customer service perceptions and outcome behaviors, Journal of Service Research, Vol. 3 No. 3, pp. 241-51.
18. Brady, M.K. and Robertson, C.J. (2001), Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study, Journal of Business Research, Vol. 51, pp. 53-60.
19. Brady, M.K., Knight, G.A., Cronin, J.J., Hult, G.T.M. and Keillor, B.D. (2005), Removing the contextual lens: a multinational, multi-setting comparison of service evaluation models, Journal of Retailing, Vol. 81 No. 3, pp. 215-30.
20. Burger, J.M. and Petty, R. (1981), The low-ball compliance technique: task or person commitment?, Journal of Personality and Social Psychology, Vol. 40, pp. 492-500.
21. Cano, C.R., Carrillat, F.A. and Jaramillo, F. (2004), A meta-analysis of the relationship between market orientation and business performance: evidence from five continents, International Journal of Research in Marketing, Vol. 21 No. 2, pp. 179-200.
22. Caruana, A. (2002), Service loyalty: the effects of service quality and the mediating role of customer satisfaction, European Journal of Marketing, Vol. 36 Nos 7/8, pp. 811-28.
23. Chao, C. (1994), China's new economic zones: a model for development, Journal of Developing Societies, Vol. 10 No. 1, pp. 59-73.
24. Chaudhari, A. and Holbrook, M.B. (2001), The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty, Journal of Marketing, Vol. 65 No. 2, pp. 81-93.
25. Chen, A.C. (2001), Using free association to exam the relationship between the characteristics of brand associations and brand equity, Journal of Product & Brand Management, Vol. 10, pp. 439-51.
26. Cronin, J.J. and Taylor, S. (1992), Measuring service-quality: a reexamination and extension, Journal of Marketing, Vol. 56, pp. 55-68.
27. Cronin, J.J., Brady, M.K. and Hult, G.T. (2000), Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments, Journal of Retailing, Vol. 76, pp. 193-218.
28. Delgado-Ballester, E. and Munuera-Alemán, J.L. (2001), Brand trust in the context of consumer loyalty, European Journal of Marketing, Vol. 35, pp. 1238-58.
29. Deshpandé, R., Farley, J. and Webster, F.E. (1993), Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis, Journal of Marketing, Vol. 57 No. 1, pp. 23-37.
30. Eagly, A.H. and Chaiken, S. (1993), The Psychology of Attitudes, Harcourt College Publishers, Fort Worth, TX.
31. Ferrer, E. and McArdle, J.J. (2003), Alternative structure models for multivariate longitudinal data analysis, Structural Equation Modeling, Vol. 10, pp. 493-524.
32. Foekens, E.W., Leeflang, P.S.H. and Wittink, D.R. (1997), Hierarchical versus other market share models for markets with many items, International Journal of Research in Marketing, Vol. 14, pp. 359-78.
33. Fornell, C. and Larcker, D.F. (1981), Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
34. Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J. and Bryant, B.E. (1996), The American Customer Satisfaction Index: nature, purpose, and findings, Journal of Marketing, Vol. 60, pp. 7-18.
35. Fullerton, G. (2005), The impact of brand commitment on loyalty to retail service brands, Canadian Journal of Administrative Sciences, Vol. 22, pp. 97-110.
36. Gatignon, H. and Xuered, J. (1997), Strategic orientation of the firm and new product performance, Journal of Marketing Research, Vol. 34 No. 1, pp. 77-90.
37. Giese, J.L. and Cote, J.A. (2000), Defining customer satisfaction, Academy of Marketing Science Review, No. 1, pp. 1-59 (online).
38. Gladden, J.M. and Funk, D.C. (2001), Understanding brand loyalty in professional sport: examining the link brand association and brand loyalty, International Journal of Sports Marketing & Sponsorship, Vol. 3 No. 2, pp. 67-94.
39. Goldman, A. (2001), The transfer of retail formats into developing economies: the examples of China, Journal of Retailing, Vol. 77 No. 2, pp. 221-42.
40. Gotlieb, J.B., Grewal, D. and Brown, S.W. (1994), Consumer satisfaction and perceived quality: complementary or divergent construct?, Journal of Applied Psychology, Vol. 79 No. 6, pp. 875-85.
41. Hansen, T. (2005), Perspective on consumer decision making: an integrated approach, Journal of Consumer Behavior, Vol. 4, pp. 420-37.
42. Hennig-Thurau, C. (2004), Customer orientation of service employees: toward a conceptual framework of a key relationship marketing construct, Journal of Relationship Marketing, Vol. 2, pp. 23-41.
43. Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser, W.E. and Schlesinger, L.A. (1994), Putting the service-profit chain to work, Harvard Business Review, Vol. 72, pp. 164-74.
44. Hoffman, D.K. and Ingram, T.N. (1992), Service provider job satisfaction and customer oriented performance, Journal of Service Marketing, Vol. 6 No. 2, pp. 68-78.
45. Hofstede, G. (2003), Cultural Dimensions, available at: www.geer-hofstede.com
46. Holland, J. and Baker, S.M. (2001), Customer participation in creating site brand loyalty, Journal of Interactive Marketing, Vol. 15, pp. 34-45.
47. Homburg, C., Hoyer, W.G. and Fassnacht, M. (2002), Service orientation of a retailer's business strategy: dimensions, antecedents, and performance outcomes, Journal of Marketing, Vol. 66 No. 4, pp. 86-101.
48. Jackson, P.R., Wall, T.D., Martin, W. and Davids, K. (1993), New measures of job control, cognitive demand, and production responsibility, Journal of Applied Psychology, Vol. 78, pp. 753-62.
49. Jin, B. and Suh, Y.G. (2005), Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context, Journal of Consumer Marketing, Vol. 22 No. 2, pp. 62-71.
50. Jin, B., Park, J.Y. and Kim, J. (2008), Cross-cultural examination of the relationships among firm reputation, e-satisfaction, e-trust, and e-loyalty, International Marketing Review, Vol. 25 No. 3, pp. 324-37.
51. Jones, M.A. and Suh, J. (2000), Transaction-specific satisfaction and overall satisfaction: an empirical analysis, Journal of Services Marketing, Vol. 14, pp. 147-59.
52. Jones, T.O. and Sasser, W.E. (1995), Why satisfied customers defeat, Harvard Business Review, Vol. 73, pp. 88-100.
53. Kirca, A.H., Jayachandran, S. and Bearden, W.O. (2005), Market orientation: a meta-analytic review and assessment of its antecedents and impact on performance, Journal of Marketing, Vol. 69 No. 2, pp. 24-41.
54. Korunka, C., Scharitzer, D., Carayon, P., Hoonakker, P., Sonnek, A. and Sainfort, F. (2007), Customer orientation among employees in public administration: a transactional, longitudinal study, Applied Ergonomics, Vol. 38, pp. 307-15.
55. Krepapa, A., Berthon, P., Webb, D. and Pitt, L. (2003), Mind the gap: an analysis of service provider versus customer perceptions of market orientation and impact on satisfaction, European Journal of Marketing, Vol. 37 Nos 1/2, pp. 197-218.
56. Ladhari, R., Brun, I. and Morales, M. (2008), Determinants of dinning satisfaction and post-dinning behavioral intentions, International Journal of Hospitality Management, Vol. 27 No. 4, pp. 563-73.
57. Lee, H., Jang, K. and Lee, Y. (1999), The relationship between market orientation and business performance, and mediators in the hotel industry, Korean Management Studies, Vol. 28 No. 1, pp. 75-102.
58. Lewis, B.R. and Soureli, M. (2006), The antecedents of consumer loyalty in retail banking, Journal of Consumer Behavior, Vol. 5, pp. 15-31.
59. Luo, X. and Seyedian, M. (2003), Contextual marketing and customer-orientation strategy for e-commerce: an empirical analysis, International Journal of Electronic Commerce, Vol. 8, pp. 95-118.
60. Mattila, A.S. (2000), The impact of culture and gender on customer evaluations of service encounters, Journal of Hospitality & Tourism Research, Vol. 24 No. 2, pp. 263-73.
61. Mohr, L.A. and Bitner, M.J. (1995), The role of employee effort in satisfaction with service transactions, Journal of Business Research, Vol. 32, pp. 239-52.
62. Mullen, M.R. (1995), Diagnosing measurement equivalence in cross-national research, Journal of International Business Studies, Vol. 26 No. 3, pp. 573-96.
63. Narver, J.C. and Slater, S.F. (1990), The effect of a market orientation on business profitability, Journal of Marketing, Vol. 54, pp. 20-35.
64. Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, Irwin-McGraw-Hill, Boston, MA.
65. Oliver, R.L. (1999), Whence consumer loyalty?, Journal of Marketing, Vol. 63 No. 4, pp. 33-44.
66. Olsen, L.L. and Johnson, M.D. (2003), Service equity, satisfaction, and loyalty: from transaction-specific to cumulative evaluations, Journal of Service Research, Vol. 5, pp. 184-95.
67. Olsen, S.O. (2002), Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty, Journal of the Academy of Marketing Science, Vol. 30, pp. 240-9.
68. Peter, J.P. and Olson, J.C. (1996), Consumer Behavior and Marketing Strategy, 4th ed., Irwin-McGraw-Hill, Boston, MA.
69. Petty, R.E., Ostrom, T.M. and Brock, T.C. (1981), Historical foundations of the cognitive response approach to attitudes and persuasion, in Petty, R.E., Ostrom, T.M. and Brock, T.C. (Eds), Cognitive Responses in Persuasion, Erlbaum, Hillsdale, NJ, pp. 5-29.
70. Punj, G.N. and Hillyer, C.L. (2004), A cognitive model of customer-based brand equity for frequently purchased products: conceptual framework and empirical results, Journal of Consumer Psychology, Vol. 14 Nos 1/2, pp. 124-31.
71. Ragunathan, R. and Irwin, J.R. (2001), Walking the hedonic product treadmill: default contrast and mood-based assimilation in judgments of predicted happiness with a target product, Journal of Consumer Research, Vol. 28, pp. 355-68.
72. Richeld, F.F. (1996), The Loyalty Effect, Harvard Business School Press, Boston, MA.
73. Roest, H. and Pieters, R. (1997), The nomological net of perceived service quality, International Journal of Service Industry Management, Vol. 8 No. 4, pp. 336-51.
74. Ross, M. (1989), Relation of implicit theories to the construction of personal histories, Psychological Review, Vol. 96, pp. 341-57.
75. Rossiter, J.R. (2002), The C-OAR-SE procedure for scale development in marketing, International Journal of Research in Marketing, Vol. 19, pp. 305-35.
76. Sawyer, A.G. and Peter, J.P. (1983), The significance of statistical significance tests in marketing research, Journal of Marketing Research, Vol. 20, pp. 122-33.
77. Saxe, R. and Weitz, B.A. (1982), The SOSO scale: a measure of the customer orientation of salespeople, Journal of Marketing Research, Vol. 19, pp. 343-51.
78. Schmitt, B. and Pan, Y. (1994), Managing corporate and brand identities in the Asian-Pacific region, California Management Review, Vol. 36, pp. 32-48.
79. Sirgy, M.J. and Samli, A.C. (1985), A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status, Journal of the Academy of Marketing Science, Vol. 13, pp. 265-91.
80. Spreng, R.A. and Mackoy, R.D. (1996), An empirical examination of a model of perceived service quality and satisfaction, Journal of Retailing, Vol. 72 No. 2, pp. 201-14.
81. Steenkamp, J.E.M. and Baumgartner, H. (1998), Assessing measurement invariance in cross-national consumer research, Journal of Consumer Research, Vol. 25, pp. 78-90.
82. Strenkens, S. and Ruyter, K.D. (2004), Reconsidering nonlinearity and asymmetry in customer satisfaction and loyalty models: an empirical study in three retail service settings, Marketing Letters, Vol. 15, pp. 99-111.
83. Tabachnick, B.G. and Fidell, L.S. (1999), Using Multivariate Statistics, 3rd ed., Allyn & Bacon, Boston, MA.
84. Tabachnick, B.G. and Fidell, L.S. (2001), Using Multivariate Statistics, 4th ed., Allyn & Bacon, Boston, MA.
85. Tepeei, M. (1999), Increasing brand loyalty in the hospitality industry, International Journal of Contemporary Hospitality Management, Vol. 11, pp. 223-9.
86. Vargo, S.L. and Lusch, R.F. (2004), The four service marketing myths: remnants of a goods-based, manufacturing model, Journal of Service Research, Vol. 6 No. 4, pp. 324-35.
87. Wang, P.Z. and Waller, D.S. (2006), Measuring consumer vanity: a cross-cultural validation, Psychology & Marketing, Vol. 23 No. 8, pp. 665-87.
88. Webb, D., Webster, C. and Krepapa, A. (2000), An exploration of the meaning and outcomes of a customer-defined market orientation, Journal of Business Research, Vol. 48 No. 2, pp. 101-12.
89. Weiss, H.M. and Cropanzano, R. (1996), Affective events theory: a theoretical discussion of the structure, cause, and consequences of affective experiences at work, Research in Organizational Behavior, Vol. 18, pp. 1-74.
90. Yamin, M. and Altunisik, R. (2003), A comparison of satisfaction outcomes associated with adapted and non-adapted products, International Marketing Review, Vol. 20 No. 6, pp. 604-20.
91. Yang, Z. and Peterson, R.T. (2004), Customer perceived value, satisfaction, and loyalty: the role of switching costs, Psychology & Marketing, Vol. 21, pp. 799-822.
92. Yoo, B. and Donthu, N. (2001), Developing and validating a multidimensional consumer-based brand equity scale, Journal of Business Research, Vol. 52 No. 1, pp. 1-14.
93. Yoo, B., Donthu, N. and Lee, S. (2000), An examination of selected marketing mix elements and brand equity, Journal of the Academy of Marketing Science, Vol. 28, pp. 195-211.
94. Zeithaml, V., Berry, L.L. and Parasuraman, A. (1996), The behavioral consequences of service quality, Journal of Marketing, Vol. 60 No. 2, pp. 31-46.