QUT ePrints

Involvement, satisfaction, and brand loyalty in a small business services setting

Russell-Bennett, Rebekah, McColl-Kennedy, Janet R., & Coote, Leonard V. (2007) Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), pp. 1253-1260.

View at publisher

Abstract

Considerable resources are expended annually on building business brands, yet the literature is virtually silent on brand loyalty in a business setting. This study examines the relationship between attitudinal loyalty and behavioural loyalty in a business services context, and attempts to identify two key antecedents of loyalty in this context. In particular, little is known about small businesses as customers, despite their significant contribution to the economies of developed nations. A longitudinal design is implemented, and data are captured on both attitudinal loyalty and subsequent loyalty behaviours (i.e., actual purchase behaviour). The findings demonstrate the value of conceptualizing and measuring both attitudinal and behavioural components of brand loyalty. Specifically, the results indicate that attitudinal loyalty mediates the effects of the antecedents studied (category involvement and purchase satisfaction) on behavioural loyalty. Implications for marketing theory and practitioners are discussed, and possible directions for future research are sketched.

Impact and interest:

52 citations in Scopus
Search Google Scholar™
19 citations in Web of Science®

Citation countsare sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

7,719 since deposited on 04 Apr 2008
2,229 in the past twelve months

Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 13239
Item Type: Journal Article
Keywords: Keywords Brand loyalty, Business, to, business, Business services
DOI: 10.1016/j.jbusres.2007.05.001
ISSN: 0148-2963
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2007 Elsevier
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 04 Apr 2008
Last Modified: 29 Feb 2012 23:32

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page