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

Russell-Bennett, R., McColl-Kennedy, J. R. and Coote, L. V. (2007) Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60 12: 1253-1260. doi:10.1016/j.jbusres.2007.05.001

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Author Russell-Bennett, R.
McColl-Kennedy, J. R.
Coote, L. V.
Title Involvement, satisfaction, and brand loyalty in a small business services setting
Journal name Journal of Business Research   Check publisher's open access policy
ISSN 0148-2963
Publication date 2007-12
Year available 2007
Sub-type Article (original research)
DOI 10.1016/j.jbusres.2007.05.001
Volume 60
Issue 12
Start page 1253
End page 1260
Total pages 8
Editor A. G. Woodside
Place of publication New York
Publisher Elsevier-North Holland
Collection year 2008
Language eng
Subject C1
350204 Marketing and Market Research
720401 Marketing
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 behavioral 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 behaviors (i.e., actual purchase behavior). The findings demonstrate the value of conceptualizing and measuring both attitudinal and behavioral components of brand loyalty. Specifically, the results indicate that attitudinal loyalty mediates the effects of the antecedents studied (category involvement and purchase satisfaction) on behavioral loyalty. Implications for marketing theory and practitioners are discussed, and possible directions for future research are sketched.
Keyword brand loyalty
business services
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
2008 Higher Education Research Data Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 47 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 85 times in Scopus Article | Citations
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Created: Wed, 27 Feb 2008, 17:22:07 EST by Karen Morgan on behalf of UQ Business School