A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction

Abstract

Despite the amount of research focusing on brand loyalty, empirical tests of the relationship between customer satisfaction and brand loyalty have not been conducted. The primary purpose of this study was to investigate the mediating effects of attitudinal brand loyalty on the relationship between customer satisfaction and behavioral brand loyalty. More over, we developed a robust brand loyalty measurement in the lodging industry by using attitudinal and behavioral brand loyalty constructs. The majority of respondents were business travelers who stayed at an upper-middle-class business hotel. The results of this investigation suggested that customer satisfaction had a significant indirect effect on behavioral brand loyalty when mediated by attitudinal brand loyalty, including cognitive-affective-conative brand loyalty stages. Thus, practitioners should consider customers'perceptions of their brand and not rely solely on purchasing frequencies when measuring brand loyalty levels.