The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image |
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| Affiliation: | 1. Univ. Bourgogne Franche Comté, Burgundy School of Business-CEREN, 29 Rue Sambin, 21000 Dijon, France;2. Rennes School of Business, 2, rue Robert d''Arbrissel, 35065 Rennes, France;1. Chonnam National University, Department of Business Administration, 77, Yongbong-ro, Buk-gu, Gwangju 61186, Republic of Korea;2. Incheon National University, College of Business Administration, 119 Academy-ro, Yeonsu-gu, Incheon 22012, Republic of Korea;3. Seoul National University, College of Business Administration, Gwanakno 1, Gwanak-gu, Seoul 151-916, Republic of Korea |
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| Abstract: | This study examines the mediating role of customer relationship management (CRM) quality to better explain the effects of service evaluation variables (service quality, customer satisfaction and customer value) on customer loyalty. The study also investigates the moderating effect of brand image on these mediated relationships. The mediating role of CRM quality on the relationship between the service evaluation variables and customer loyalty is supported. Further, it is found that the indirect effect of customer satisfaction on customer loyalty via CRM quality is stronger when perceived brand image is high than when it is low. The results have implications for relationship managers, brand managers and scholars who use service evaluation and relational metrics to predict customer loyalty. |
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| Keywords: | Service quality Customer satisfaction Customer value Customer relationship management Brand image Customer loyalty Car dealerships |
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