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.
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.
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|Item Type:||Journal Article|
|Keywords:||Keywords Brand loyalty, Business, to, business, Business services|
|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 13:32|
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