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The effects of service brand dimensions on brand loyalty

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  • Krystallis, Athanasios
  • Chrysochou, Polymeros

Abstract

The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers' evaluation of various service brand dimensions and communication, and test the generalizability of the modified SBV model in two different service sectors and cultural settings. Two studies using on-line survey data were conducted in Denmark and Norway in two different service industries (airlines and banks respectively). Previous findings suggesting that brand evidence significantly influences consumer satisfaction, attitude and behavioural loyalty towards service brands were confirmed. Moreover, contrary to previous findings, controlled communication elements (i.e. advertising and promotions) did not have any influence on customer satisfaction with service brands. However, the same communication elements directly and significantly shaped customers' perceptions of the various brand dimensions and their overall attitude towards the brand.

Suggested Citation

  • Krystallis, Athanasios & Chrysochou, Polymeros, 2014. "The effects of service brand dimensions on brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 139-147.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:2:p:139-147
    DOI: 10.1016/j.jretconser.2013.07.009
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    Cited by:

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    8. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
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    10. Seyyed Sajjad Mohtasham & Sedigheh Kobra Sarollahi & Delara Hamirazavi, 2017. "The effect of service quality and innovation on word of mouth marketing success," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 7(2), pages 229-245, August.
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    13. Keshab Ray & Meenakshi Sharma, 2021. "Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability," Corporate Reputation Review, Palgrave Macmillan, vol. 24(3), pages 128-142, August.
    14. Niros, Meletios & Pollalis, Yannis & Niros, Angelica, 2017. "Effective marketing of mobile telecom services through brand personality: Empirical evidence from Greece," MPRA Paper 76477, University Library of Munich, Germany.
    15. Cláudia Miranda Veloso & Cícero Eduardo Walter & Bruno Sousa & Manuel Au-Yong-Oliveira & Vasco Santos & Marco Valeri, 2021. "Academic Tourism and Transport Services: Student Perceptions from a Social Responsibility Perspective," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    16. Gita Sugiyarti & Gita Sugiyarti & Hendar, 2017. "Experiential Marketing Creative Antecedence for Success of Brand Loyalty (A Study on the Users of Perfume for Body in Indonesia)," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 529-536.
    17. Park, Eunil & Jang, Yeonju & Kim, Jina & Jeong, Nam Jeong & Bae, Kunwoo & del Pobil, Angel P., 2019. "Determinants of customer satisfaction with airline services: An analysis of customer feedback big data," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 186-190.
    18. Jesús J. Cambra-Fierro & María Fuentes-Blasco & Rocío Huerta-Álvarez & Ana Olavarría, 2021. "Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 467-491, September.
    19. Cristinel Vasiliu & Mihai Ovidiu Cercel, 2015. "Innovation in retail: impact on creating a positive experience when buying fashion products," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 583-583, May.
    20. Pablo Gutiérrez-Rodríguez & Ricardo Villarreal & Pedro Cuesta-Valiño & Shelley A. Blozis, 2023. "Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    21. Srivastava, Mala & Kaul, Dimple, 2016. "Exploring the link between customer experience–loyalty–consumer spend," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 277-286.
    22. Ana Belen Tulcanaza-Prieto & Iliana E. Aguilar-Rodríguez & Chang Won Lee, 2022. "Customer Perception and Its Influence on the Financial Performance in the Ecuadorian Banking Environment," Sustainability, MDPI, vol. 14(12), pages 1-14, June.
    23. Mangirdas Morkūnas & Marija Kotryna Grišmanauskaite˙, 2023. "What Really Drives Loyalty in the Fast-Moving Consumer Goods Market?," IIM Kozhikode Society & Management Review, , vol. 12(2), pages 197-212, July.
    24. Fayez B. Shriedeh & Noor Hasmini Abd. Ghani, 2017. "Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 15-19.

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