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The Role of Loyalty Program (LP) and Brand Attachment in Establishing Word-of-Mouth Intentions: An Empirical Investigation in the Mobile Sector

The Role of Loyalty Program (LP) and Brand Attachment in Establishing Word-of-Mouth Intentions: An Empirical Investigation in the Mobile Sector

Nedra Bahri-Ammari
Copyright: © 2018 |Pages: 23
ISBN13: 9781522551874|ISBN10: 1522551875|EISBN13: 9781522551881
DOI: 10.4018/978-1-5225-5187-4.ch074
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MLA

Bahri-Ammari, Nedra. "The Role of Loyalty Program (LP) and Brand Attachment in Establishing Word-of-Mouth Intentions: An Empirical Investigation in the Mobile Sector." Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2018, pp. 1470-1492. https://doi.org/10.4018/978-1-5225-5187-4.ch074

APA

Bahri-Ammari, N. (2018). The Role of Loyalty Program (LP) and Brand Attachment in Establishing Word-of-Mouth Intentions: An Empirical Investigation in the Mobile Sector. In I. Management Association (Ed.), Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (pp. 1470-1492). IGI Global. https://doi.org/10.4018/978-1-5225-5187-4.ch074

Chicago

Bahri-Ammari, Nedra. "The Role of Loyalty Program (LP) and Brand Attachment in Establishing Word-of-Mouth Intentions: An Empirical Investigation in the Mobile Sector." In Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1470-1492. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5187-4.ch074

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Abstract

The focus of this study is to examine jointly the impact of the Loyalty Program Quality and brand attachment on W-O-M intentions through: satisfaction and loyalty. Exploratory and confirmatory analyses were adopted give a new measurements' structures. The authors used the structural equation method to confirm the different relationships. The results show that LPQ affect positively the satisfaction, and negatively the loyalty. LPQ has an indirectly effect on WOM intentions but through satisfaction. The mediating effect of satisfaction in the relationship between LPQ and Loyalty is rejected. This finding can be explained by the nature of mobile sector in Tunisia. Operators must listen to customers and better communicate with them to develop programs based on their expectations. The brand attachment reinforces the customer loyalty by helping operators to develop an efficient loyalty program. The results gave explanations to their model but they also showed the possibility of integrating other concepts which can improve the quality of contributions. These are particularly related to trust, consumer retention, personal interaction quality.

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