Does Brand Image Matters in Developing Long-Term Relationship in Mobile Financial Service Industry?

Abstract

In the current highly competitive mobile financial service market, all organizations must establish long-term relationships with their clients and achieve the highest level of loyalty. Despite many studies, maintaining long-term relationships remains a formidable challenge. This study investigates how brand image moderates the association between relationship quality and brand loyalty. A theoretical framework was established, and structural equation modeling was utilized to examine the relationships. Data was collected from 257 respondents from 6 upazilas using systematic random sampling. The data was analyzed using SmartPLS-based structural equation modeling. The findings indicated a notable connection among trust, commitment, and brand loyalty. The results indicated that brand image moderates the impact of satisfaction and communication on brand loyalty. Lastly, brand image has a positive but insignificant moderating impact on security to brand loyalty association. These outcomes have both theoretical and practical consequences.