Niềm tin của thương hiệu trong bối cảnh lòng trung thành của người tiêu dùng
Tóm tắt
Tài liệu hiện có về lòng trung thành với thương hiệu chủ yếu tập trung vào các vai trò của chất lượng cảm nhận, uy tín thương hiệu và đặc biệt là sự hài lòng, do những yếu tố này tóm tắt kiến thức và trải nghiệm của người tiêu dùng, dẫn dắt các hành động tiếp theo của họ. Trong bối cảnh này, sự chuyển hướng nhấn mạnh vào tiếp thị quan hệ đã dành nhiều nỗ lực để phân tích cách mà các cấu trúc khác như lòng tin dự đoán ý định tương lai. Thực tế rằng có các kết nối khái niệm của lòng tin với khái niệm sự hài lòng và lòng trung thành, và rằng nỗ lực này đặc biệt thiếu trong mối quan hệ thương hiệu - người tiêu dùng, khiến các tác giả tập trung vào việc phân tích các mối quan hệ tồn tại giữa các khái niệm này. Phương pháp nghiên cứu bao gồm hồi quy và phân tích đa biến với mẫu 173 người mua. Kết quả thu được cho thấy vai trò then chốt của lòng tin vào thương hiệu như một biến số tạo ra sự cam kết của khách hàng, đặc biệt là trong những tình huống có mức độ tham gia cao, trong đó ảnh hưởng của nó mạnh mẽ hơn so với sự hài lòng tổng thể.
Từ khóa
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