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Internet-based brand loyalty in male and female : “It is difficult to attain male customers but easier to retain, female customers are easier to attain but difficult to retain”

첫 페이지 보기
  • 발행기관
    한국AI디지털융합학회(구 한국디지털융합학회) 바로가기
  • 간행물
    IJICTDC 바로가기
  • 통권
    Vol 3 No 2 (2018.12)바로가기
  • 페이지
    pp.38-49
  • 저자
    Shoaib Imtiaz, Jafar Ali, Muhammad Awais Siddique, Muhammad Asif Tanveer
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A349348

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원문정보

초록

영어
The purpose of this study is to gain an understanding of the attitudes of male and female customers regarding internet-based brand loyalty and its determinants in the Pakistani garments context. This study proposes that perceived quality, perceived value, customer satisfaction, and brand image both directly and indirectly affects internet-based brand loyalty. A survey questionnaire with a convenience sampling approach was used to collect the primary data and it was collected from 197 customers of garment brands in Bahawalpur, Pakistan. The proposed conceptual model indicated that the perceived quality, perceived value, customer satisfaction, and brand image are important determinants of internet-based brand loyalty. All the hypotheses developed in this study were found statistically significant in the context of males and females. The study applies the regression analysis technique by using SPSS. The differences between male and female examined separately as well as together and the results showed that satisfied female customers have less internet-based brand loyalty than satisfied male customers (male customers are easier to retain as compare to female customers). This is because; loyalty and satisfaction of females are greatly shaped by the higher brand image and perceived quality, whereas male customers become more satisfied and loyal through attaining higher perceived value. The conclusions and the implications for internet-based brand loyalty are discussed.

목차

Abstract
1. Introduction
2. Literature review and hypothesis
2.1 Brand loyalty and Internet-based brand loyalty
2.2 Customer satisfaction
2.3 Perceived value
2.4 Perceived quality
2.5 Brand Image
3. Research methodology and findings
4. Conclusion and discussion
References

키워드

Customer satisfaction Perceived quality Perceived value Brand image; male and female Internet-based brand loyalty

저자

  • Shoaib Imtiaz [ Department of Digital Convergence Business, Yeungnam University, South Korea ] Corresponding Author
  • Jafar Ali [ Department of Digital Convergence Business, Yeungnam University, South Korea ]
  • Muhammad Awais Siddique [ Department of Digital Convergence Business, Yeungnam University, South Korea ]
  • Muhammad Asif Tanveer [ Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan ]

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    한국AI디지털융합학회(구 한국디지털융합학회) [The Korean Academic Society of AI Digital Convergence]
  • 설립연도
    2015
  • 분야
    사회과학>경영학
  • 소개
    본 학회는 디지털 경영에 관련된 디지털 미디어, 디지털 통신, 디지털 방송, 디지털 콘텐츠, 디지털 문화, 디지털 사회, 디지털 유통, 디지털 금융, 디지털 물류, 디지털 정책, 디지털 기술, 디지털 교육 그리고 디지털과 아날로그의 비교 등에 대한 학제간 연구와 실사구시적인 적용을 통하여 디지털 경영의 발전과 한국이 세계적인 디지털 강국으로 성장하기 위한 학술적인 기반과 실무적인 지침을 조성하는 것을 목적으로 하고 있습니다.

간행물

  • 간행물명
    IJICTDC [International Journal of Information Communication Technology and Digital Convergence]
  • 간기
    반년간
  • pISSN
    2466-0094
  • 수록기간
    2016~2025
  • 십진분류
    KDC 300 DDC 303

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