The Effect of Brand Credibility, Brand Image and Customer Satisfaction on Behavioural Intentions in Traditional Medicine Market

Abstract

Brands with stronger image, credibility, and greater customer satisfaction engender favourable behavioural intentions, which serves as an essential competitive weapon in a market. The impact of brand image, credibility, and satisfaction on behavioural intentions are well-documented in the literature. There is, however, little or no research on the influence of credibility and image on behavioural intentions through the intervening role of satisfaction in the traditional medicine market. As a result, the research aimed to assess the intervening role of customer satisfaction in the effect of brand image and credibility on behavioural intentions in the traditional medicine market. Data were distributed to a sample of 265 customers via a systematic sampling strategy. The hypotheses formulated were tested by using covariance-based structural equation modelling. The research confirmed that satisfaction perfectly mediated the effect of credibility on customers’ behavioural intentions in the traditional medicine market. However, no mediational relationship between the brand image and behavioural intentions was established. Consequently, this study contributes to the brand theory by displaying the mediated role of customer satisfaction in the impact of brand credibility on the customers’ behavioural intentions, particularly in the traditional medicine market. As an emerging industry, this paper also advances the practitioners’ knowledge about how to build and manage credibility, satisfaction, and image to strengthen the customers’ behavioural intentions in the traditional medicine market.

A model of purchase intention of complementary and alternative medicines: the role of social media influencers’ endorsements

“…Credibility is linked to the confidence of consumers in that product or brand that they have the ability (i.e., expertise) and willingness (i.e., trustworthiness) to continuously deliver what has been promised [ 81 ]. Customers looking for CAM information or to be able to purchase CAM, and look for credibility of both the brand, company, manufacturer, distributor who are providing these products [ 83 ]. For example, consumers may tend to believe that a well-known brand will provide the promised level of effectiveness and safety of a CAM, whereas an equivalent claim by a less-known brand may be less credible.…”

From Roots to Remedies: A Deep Dive Into Customer Satisfaction With Herbal Medicine in Klang Valley, Malaysia

“…Based on (Oppong, 2020), products with significant consumer satisfaction generate favourable behavioural intentions, which can become an indispensable competitive weapon in the market. Although the importance of consumers' satisfaction with behavioural intentions is found in research (Ali et al, 2013;Ryu et al, 2012), there need to be more studies on the relationship between perceived safety, service quality, convenience, and price consumers' satisfaction, particularly in the herbal medicine market in Malaysia.…”

Maintaining Traditional Market to Encourage Local Economy

“…Various studies on the market have been carried out, but each analyzes it from a different point of view. Oppong (2020), Suhud, et al (2020), Pratama et al (2021) explored the importance of customer satisfaction in market management [13,14,15]. Other studies highlight aspects of consumer satisfaction and loyalty as the key to the success of traditional markets [16,17,18].…”