A Study on brand attitudes effect on customer satisfaction

and loyalty

What is an attitude?

A learned predisposition to respond to an object or a class of objects in a consistently favorable or unfavorable way.

Attitudes may be consistent.

Attitudes are situation-related.

Attitudes are learned predisposition

Functions of Attitudes

How do we form attitudes?

Attitudes are created by first creating beliefs. Consumer beliefs are the knowledge that a consumer has about

objects, their attributes, and the benefits provided by the objects.

Consumer beliefs are created by processing information--cognitive learning.

Attitudes are created directly. Behavioral learning Mere exposure

Attitudes are created by first creating behaviors. Consumers respond to strong situational or environmental

forces, and after engaging in the behavior, form attitudes about the experience.

ABC OF ATTITUDE

Affect – how you feel about the product Behaviour – how you intend to respond Cognition – what you believe about the product

Depending on the level of Involvement 

High Involvement Learn-Feel-Do(based on cognitive information processing)

Low Involvement Learn-Do-Feel(based on behavioural learning processes)

 Experiential Feel-Do-Learn(based on hedonic consumption)

Structural Model of Attitude

Cognitive component The knowledge and perceptions that are acquired by a

combination of direct experience with the attitude object and related information from various sources.

Affective component The emotions or feelings associate with a particular

product or brand.Conative component

The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object

Introduction FOR Case

Definition of consumer satisfactionDefinition of loyalty, product involvementVarious research suggestions: Customer loyalty is largely influenced by the

attitudes(choudhari&holbrook:2001,keller:2003).

Behavioural intentions are stronger than those of indirect experiences(fazio and zinna(1978,81)

Difference between direct effect and indirect effect:

Customer satisfaction on brand loyalty are stronger when product involvement is low.

Indirect effects through its mediating impact on brand attitudes are stronger when product involvement is high

Pictorial representation of customer satisfaction and loyalty

Customer satisfaction loyalty

brand attitudes

Ad attitud

es

Corporate

image

Data collection: collected in a commercial

satisfaction survey conducted in korea for a large goods and cosmetics company in korea

2,056repondents-cosmotic 2,058respondents-household

goods.

Hypothesis: cosmetics are typical of high

involvement products and household goods were representative of low involvement products.

Result: customer satisfaction had greater effect on brand loyalty and brand attitudes when product involvement is low.

Result: In contrast corporate image and

attitude towards ad had more effect on brand attitudes and attitudes have more effect on loyalty when product involvement is high

FUTURE SCOPE: The research is limited to

particular product and covered causal relations among the focal constraints in a unified frame work depending upon product categories and other relations might be important.

People decision may vary

THANK YOU