The mediating role of brand reputation: the analysis of discrepancy between theory and fact
ČlánekOtevřený přístuppeer-reviewedpublishedDatum publikování
2017
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Univerzita Pardubice
Abstrakt
The aim of this research is to investigate the role of brand reputation as a
mediating variable in the relationship between service quality and loyalty. The MRI’s survey
shows that there is a degradation in the ranking of the Oversea Chinese Bank Corporation-
Nilai Inti Sari Penyimpan Bank (OCBC-NISP Bank) from 2009 to 2011, while the number of
customers has increased over the same time frame. This indication highlighted the fact that
although the quality of service decreased, the consumer’s loyalty increased. This shows a
contradiction in regard to previous research into the relationship between service and
loyalty, such as Al-Rousan and Mohamed (2010), and Akbar et al., (2010). The authors
suggest the existence of a variable that mediates the relationship between service (service
quality) and consumer loyalty, which is brand reputation. The sample size of this research
was determined at 125 respondents. The data were collected by self-administered
questionnaires. Results showed that a partial mediation, performed by brand reputation,
occurred in the relationship between service quality and loyalty. This research shows that
brand reputation is still deemed to be the cause of loyalty. The authors also made some
recommendations.
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ISSN 1211-555X (Print)
ISSN 1804-8048 (Online)
ISSN 1804-8048 (Online)
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Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 41/2017
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banks, service quality, brand reputation, loyalty, partially mediated