Satisfaction and attitudinal responses: indirect effects of involvement and reputation

Abstract

Purpose The purpose of this paper is to identify the influence of the company’s reputation and individual consumer involvement in the relationship between satisfaction, loyalty and willingness to pay more for a product. Design/methodology/approach The method used is quantitative, by means of a survey with real consumers of automotive services of two vehicle dealerships, whose data were analyzed through linear regression analysis and conditional analysis of moderation. Findings The authors have identified that the relationship between satisfaction and loyalty and between loyalty and willingness to pay more for a product is entirely moderated by the (high) reputation of the brand and the (high) individual involvement of the consumer. Practical implications The study contributes to marketing managers as it demonstrates effect of brand reputation and involvement. Therefore, it is understood that these variables need to be considered in satisfaction surveys, as it has been proven that satisfaction alone cannot explain the variables of business performance (loyalty and willingness to pay). Originality/value The greatest innovation of this study is the identification of the total moderation between stated satisfaction and loyalty and between satisfaction and willingness to pay more. It has been demonstrated that high levels of brand reputation coupled with high levels of consumer involvement account for the fully dependent variables.

Effects of perceived quality on consumer attitudes and satisfaction: Focus on lip products

“…[12][13][14] It is true that consumers who use lip products ultimate post-purchase satisfaction is largely due to the consumer's perception formed based on the products and services through long economic studies and marketing research. 15,16 Moreover,consumer perceptions are among the diverse theories of attitudes, and the elaboration possibility model (ELM; Elaboration Likelihood Model) proposed by Petty and Cacioppo is today considered the best theory to blend together in social media and ecommerce environments. 17,18 This sophistication possibility model 19 suggests that there are two main ways for consumers to form an attitude toward products and services.…”

“…The purchasing stage of the consumer's decision‐making stage is a concept that is difficult to measure specifically; many researchers measure post‐purchase satisfaction to evaluate consumers' final decision‐making 12–14 . It is true that consumers who use lip products ultimate post‐purchase satisfaction is largely due to the consumer’s perception formed based on the products and services through long economic studies and marketing research 15,16 …”

From Leadership to Agility: What, How and Where We Are Now?

“…The important role of leadership has received the attention of scholars in the last two decades, especially in relation to individual performance (Hartnell, Karam, Kinicki, & Dimotakis2020;Kim & Beehr, 2018) and organization (Chen & Chang, 2013;Masa'deh, Obeidat, & Tarhini2016). In fact, in several research findings, scholars mention how the important role of leadership impacts new product development (Sattayaraksa & Boon-itt, 2016) as an effort to build corporate reputation (Fernandes, Brandao, Lopes, & Quevedo-Silva, 2020;Sroufe & Gopalakrishna-Remani, 2019). Drawing from dynamic capabilities theory (Teece, Pisano, & Shuen, 2009), the leadership aspect is very important in building organizational mechanisms to deal with various changes due to competition, changes in resources and pandemics (Gössling, Scott, & Hall, 2020).…”