On consumer trust and product loyalty

Abstract

Using a multidimensional conceptualization and drawing on previous theoretical frameworks, this study identifies the dynamic relationships between consumer trust and product loyalty, and explores the mechanism, by which these constructs are formed. It further examines the nature and direction of the chain of effects related to the formation of consumer trust and loyalty and their links, all in the context of the core relationship between consumers and firms from the production to consumption, and back to production again. This analysis implies that blind consumer loyalty to a product may lead to the elevation of producer's power and give a blank card for setting prices, adjusting quality and altering services, and ultimately reversing consumer sovereignty. The analysis also implies that consumer satisfaction domain spans much more over and beyond the consumption of a product and the consumer-firm relationship extends way beyond having the product and paying for it.

Brand Attachment on Service Loyalty in Banking Sector

“…The conceptualization introduced by Oliver (1999) is adopted to be at the fourth level of the Figure, which includes four stages of loyalty. Besides the previous conceptualizations of the dimensions of loyalty, the multi-dimensional brand loyalty includes commitment and trust that, in several researchers' view, must be among the dimension of loyalty (e.g., Sudhahar et al, 2006;Morgan & Hunt, 1995;Bendapudi & Berry, 1997;Baloglu, 2002;Alhabeeb, 2007).…”

Why Consumers (Do Not) Change Their Mobile Service Providers – a Hungarian Study

“…The problem-solving orientation helps the companies, because every problem offer the chance to prove their commitment about service provision and thus create higher level of consumer trust. The consumer distrust with a service provider is directly and strongly correlated with the consumer dissatisfaction of first problem solving episode (Alhabeeb, 2007;Aydin et al, 2005;Santos et al, 2008;Sirdeshmukh et al, 2002). Therefore, the organisational culture should support the creation of consumer trust, the employees should treat the consumers as they themselves would expect to be treated as a consumer (Mitchell, 2005).…”

“…The trust in the service provider has two aspects, one of them is the trust in the front-line employees, another one is the trust in management practise, practically the trust in the company itself. This is suggested by the fact that satisfaction also can be related by a contact person, the service itself and the organisation (Alhabeeb, 2007;Sirdeshmukh et al, 2002). Briefly, both the trust in the front-line employee and the trust in the company have positive relations with the loyal purchasing and cooperation, both level of trust have positive influence on repurchasing intentions, which foster the future relationship (Kennedy et al, 2001).…”

“…However, loyalty also contains attitudinal influences. The attitudinal approach means a favourable attitude toward a brand, so it is a deep commitment, intention to repurchase the preferred service or product constantly in the future (Alhabeeb, 2007;Dick et al, 1994;Lichtlé et al, 2008;Oliver, 1999). Multidimensional approach also contains the situational elements, and the resistance to the competitive offers in order to maintain the relationship (Bandyopadhyay et al, 2007;Oliver, 1999), and reduce the probable switching intentions ).…”

Hizmet Kalitesi, Tatmin ve Güvenin Daha Fazla Ödeme Eğilimi Üzerindeki Etkileri

“…Tüketicilerin belirli bir düzeyin üstünde ödeme yapmayı kabul etmeleri ise sadece pozitif bir sonuca ulaşılması ile değil; ayrıca, oluşan güven ve olumlu uzun dönemli ilişkiler sayesinde söz konusu pozitif sonucun gelecekte de devam edeceğine olan inanca dayanır (Akbar ve Parvez, 2009). Güven duygusunun uzun dönemde bağlılıkla sonuçlandığını gösteren çalışmalar dikkate alındığın-da (örn., Alhabeeb, 2007), güvenin tüketicilerin daha fazla ödeme eğilimlerini artıran bir etken olduğunu söylemek mümkündür.…”