Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises ... more Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises (SME), to sustain in the competitive foodservice industry. Branding researchers had claimed that both attitudinal and behavioral loyalty has their own unique influences on business performance. There has been little studies examining brand experience and brand personality on loyalty dimensions from SME brand perspective. Studies had claimed that factors tested on big brand may yield different result for SME brand. Therefore, this study will investigate the direct influence of brand experience and brand personality on both attitudinal loyalty and behavioral loyalty which yet to be investigated in any empirical research from the perspective of SME brands. Data was obtained through intercept survey of 200 diners prior analyze using SmartPLS 2.0 software. Results showed brand experience significantly influence attitudinal and behavioral loyalty. However, this study found that only behavioral loyalty is influenced by brand personality.
Small and medium enterprises (SMEs) have been competing for survival in the business arena among ... more Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations. Competitive foodservice business today requires a unique and lasting brand experience to capture customer loyalty. Despite that, earning customer trust is vital to ensure ongoing revenue and profit for business sustainability. Due to the significance contribution from SMEs in the service sector to the nation economy, this study will examine the relationship between brand experience, trust dimensions (i.e. intentions and reliability), and customer loyalty on sustainable SME brands in Malaysia. Data were collected from 220 customers through intercept survey method. The result from SmartPLS 2.0 analysis provides significant support for every direct path between brand experience, intentions, reliability, and brand loyalty. Meaningful insights from the result are provided for SME owner-managers at the discussion section.
International Academic Research Journal of Business and Technology
This paper has won the Best Paper Award in the International Business and Technology Conference 2... more This paper has won the Best Paper Award in the International Business and Technology Conference 2015.
In the business arena, every manager hopes to prolong their business lifespan through customer loyalty. Therefore, it is important to understand the predictor and influence of customer trust in order to strengthen the customer-brand relationship. Customer trust is formed from rational and emotional perspective. However, the latter trust is less studied despite being argued to be more stable as compared to rational-based trust. This study aims to investigate how emotional-based trust can influence customer loyalty in the customer-brand relationship context. Loyalty is examined separately as attitudinal and behavioural in order to provide clearer insight on customer-brand relationship. This study seeks to examine three research issues: (1) Does emotional based trust influence both attitudinal and behavioural loyalty? (2) Does brand experience influence emotional based trust? and (3) Does emotional-based trust mediate the relationship between brand experience and both dimensions of loyalty? 220 surveys were obtained from intercept survey from customer on Small and Medium Enterprise (SME) brand in the restaurant industry. Result shows that there is a positive relationship between brand experience and on emotional-based trust, on emotional-based trust and both attitudinal and behavioural loyalty, and on emotional-based trust mediates the linkage between brand experience and loyalty.
Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises ... more Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises (SME), to sustain in the competitive foodservice industry. Branding researchers had claimed that both attitudinal and behavioral loyalty has their own unique influences on business performance. There has been little studies examining brand experience and brand personality on loyalty dimensions from SME brand perspective. Studies had claimed that factors tested on big brand may yield different result for SME brand. Therefore, this study will investigate the direct influence of brand experience and brand personality on both attitudinal loyalty and behavioral loyalty which yet to be investigated in any empirical research from the perspective of SME brands. Data was obtained through intercept survey of 200 diners prior analyze using SmartPLS 2.0 software. Results showed brand experience significantly influence attitudinal and behavioral loyalty. However, this study found that only behavioral loyalty is influenced by brand personality.
Small and medium enterprises (SMEs) have been competing for survival in the business arena among ... more Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations. Competitive foodservice business today requires a unique and lasting brand experience to capture customer loyalty. Despite that, earning customer trust is vital to ensure ongoing revenue and profit for business sustainability. Due to the significance contribution from SMEs in the service sector to the nation economy, this study will examine the relationship between brand experience, trust dimensions (i.e. intentions and reliability), and customer loyalty on sustainable SME brands in Malaysia. Data were collected from 220 customers through intercept survey method. The result from SmartPLS 2.0 analysis provides significant support for every direct path between brand experience, intentions, reliability, and brand loyalty. Meaningful insights from the result are provided for SME owner-managers at the discussion section.
International Academic Research Journal of Business and Technology
This paper has won the Best Paper Award in the International Business and Technology Conference 2... more This paper has won the Best Paper Award in the International Business and Technology Conference 2015.
In the business arena, every manager hopes to prolong their business lifespan through customer loyalty. Therefore, it is important to understand the predictor and influence of customer trust in order to strengthen the customer-brand relationship. Customer trust is formed from rational and emotional perspective. However, the latter trust is less studied despite being argued to be more stable as compared to rational-based trust. This study aims to investigate how emotional-based trust can influence customer loyalty in the customer-brand relationship context. Loyalty is examined separately as attitudinal and behavioural in order to provide clearer insight on customer-brand relationship. This study seeks to examine three research issues: (1) Does emotional based trust influence both attitudinal and behavioural loyalty? (2) Does brand experience influence emotional based trust? and (3) Does emotional-based trust mediate the relationship between brand experience and both dimensions of loyalty? 220 surveys were obtained from intercept survey from customer on Small and Medium Enterprise (SME) brand in the restaurant industry. Result shows that there is a positive relationship between brand experience and on emotional-based trust, on emotional-based trust and both attitudinal and behavioural loyalty, and on emotional-based trust mediates the linkage between brand experience and loyalty.
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In the business arena, every manager hopes to prolong their business lifespan through customer loyalty. Therefore, it is important to understand the predictor and influence of customer trust in order to strengthen the customer-brand relationship. Customer trust is formed from rational and emotional perspective. However, the latter trust is less studied despite being argued to be more stable as compared to rational-based trust. This study aims to investigate how emotional-based trust can influence customer loyalty in the customer-brand relationship context. Loyalty is examined separately as attitudinal and behavioural in order to provide clearer insight on customer-brand relationship. This study seeks to examine three research issues: (1) Does emotional based trust influence both attitudinal and behavioural loyalty? (2) Does brand experience influence emotional based trust? and (3) Does emotional-based trust mediate the relationship between brand experience and both dimensions of loyalty? 220 surveys were obtained from intercept survey from customer on Small and Medium Enterprise (SME) brand in the restaurant industry. Result shows that there is a positive relationship between brand experience and on emotional-based trust, on emotional-based trust and both attitudinal and behavioural loyalty, and on emotional-based trust mediates the linkage between brand experience and loyalty.
In the business arena, every manager hopes to prolong their business lifespan through customer loyalty. Therefore, it is important to understand the predictor and influence of customer trust in order to strengthen the customer-brand relationship. Customer trust is formed from rational and emotional perspective. However, the latter trust is less studied despite being argued to be more stable as compared to rational-based trust. This study aims to investigate how emotional-based trust can influence customer loyalty in the customer-brand relationship context. Loyalty is examined separately as attitudinal and behavioural in order to provide clearer insight on customer-brand relationship. This study seeks to examine three research issues: (1) Does emotional based trust influence both attitudinal and behavioural loyalty? (2) Does brand experience influence emotional based trust? and (3) Does emotional-based trust mediate the relationship between brand experience and both dimensions of loyalty? 220 surveys were obtained from intercept survey from customer on Small and Medium Enterprise (SME) brand in the restaurant industry. Result shows that there is a positive relationship between brand experience and on emotional-based trust, on emotional-based trust and both attitudinal and behavioural loyalty, and on emotional-based trust mediates the linkage between brand experience and loyalty.