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Cited by 891

The DOI matches its Crossref record.

An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty

Selnes, Fred·1993·European Journal of Marketing
DOI 10.1108/03090569310043179
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Abstract

Customer loyalty is a major strategic objective and focus in marketing. It has been suggested that brand reputation is a major driver of customer loyalty, and hence companies seek to increase the equity of their brands. Quality affects not only customer satisfaction, but also the reputation of the brand. Thus, both brand reputation and customer satisfaction are important determinants of customer loyalty. The interaction between these two drivers of customer loyalty has, however, been neglected in the literature. Presents a theoretical model which integrates quality, brand reputation, customer satisfaction and loyalty. The model is tested in four industries, covering both business‐to‐business markets and private customer markets. The findings suggest that companies should monitor and improve both customers satisfaction and brand reputation. In situations where the intrinsic cues of the product or service are ambiguous, brand reputation is the strongest driver of customer loyalty compared with customer satisfaction. In fact, when the intrinsic cues are ambiguous, it is found that customer satisfaction is not driving customer loyalty.

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Metadata

Authors
Selnes, F.
Venue
European Journal of Marketing
Publisher
Emerald
Published
1993-10-01
Volume
27
Issue
9
Pages
19-35
ISSN
0309-0566 (ISSN-L)
DOI
10.1108/03090569310043179
OpenAlex
W2077627952
Cited by
891
References
0
FWCI
1.22
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.