Trust, Satisfaction and Commitment-On Loyalty to International Retail Service Brands

Kuan-Yin Lee ； Hui-Ling Huang ； Yin-Chiech Hsu

《Asia Pacific Management Review》 12卷3期 (2007/06) Pp. 161-169

並列摘要

Retail service brands are a ubiquitous feature of the retail landscape. In this competitive environment, how to retain consumers and create consumers' retail service brand loyalty is very important. Therefore, this paper will attempt to understand the process through which consumers become loyal to retail service brands. Our research was designed to use 429 valid samples from four international retail service brand settings in different retail formats as the subjects for empirical analysis. The result of empirical analysis by means of LISREL 8.52 show that retail service brand settings, brand satisfaction, brand trust and commitment is the driver of loyalty; brand trust, and continuance commitment are especially important.

並列關鍵字

Brand trust ； Brand satisfaction ； Continuance commitment ； Affective commitment ； Advocacy loyalty ； Repurchase loyalty

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