The Role of Brand Loyalty in Generating Positive Word of Mouth among Malaysian Hypermarket Customers
Structural Equation Modeling (SEM) was used to test
a hypothesized model explaining Malaysian hypermarket customers’
perceptions of brand trust (BT), customer perceived value (CPV) and
perceived service quality (PSQ) on building their brand loyalty
(CBL) and generating positive word-of-mouth communication
(WOM). Self-administered questionnaires were used to collect data
from 374 Malaysian hypermarket customers from Mydin, Tesco,
Aeon Big and Giant in Kuala Lumpur, a metropolitan city of
Malaysia. The data strongly supported the model exhibiting that BT,
CPV and PSQ are prerequisite factors in building customer brand
loyalty, while PSQ has the strongest effect on prediction of customer
brand loyalty compared to other factors. Besides, the present study
suggests the effect of the aforementioned factors via customer brand
loyalty strongly contributes to generate positive word of mouth
communication.
[1] Odin, Y., N. Odin, and P. Valette-Florence, Conceptual and operational
aspects of brand loyalty: an empirical investigation. Journal of Business
Research, 2001. 53(2): p. 75-84.
[2] Gutman, J., A means-end chain model based on consumer categorization
processes. The Journal of Marketing, 1982: p. 60-72.
[3] Negash, S., T. Ryan, and M. Igbaria, Quality and effectiveness in Webbased
customer support systems. Information & Management, 2003.
40(8): p. 757-768.
[4] Zeithaml, Consumer perceptions of price, quality, and value: a meansend
model and synthesis of evidence. The Journal of Marketing, 1988: p.
2-22.
[5] Zeithaml, The behavioral consequences of service quality. The Journal
of Marketing, 1996: p. 31-46.
[6] Schultz, M. and L. De Chernatony, The challenges of corporate
branding. Corporate Reputation Review, 2002. 5(2/3): p. 105-113.
[7] Osman, I., The impact of corporate image on customer loyalty of Islamic
Banks in Malaysia: Integrating Resource Based and Institutional theory,
2011, International Islamic University of Malaysia (IIUM). p. 1-413.
[8] Bennett, R. and S. Rundle-Thiele, A comparison of attitudinal loyalty
measurement approaches. The Journal of Brand Management, 2002.
9(3): p. 193-209.
[9] Fung, K.K., et al., The influence of customer brand identification on
hotel brand evaluation and loyalty development. International journal of
hospitality management, 2013. 34: p. 31-41.
[10] Jacoby, J., A model of multi-brand loyalty. Journal of advertising
research, 1971. 11(3): p. 25-31.
[11] Harris, L.C. and M.M. Goode, The four levels of loyalty and the pivotal
role of trust: a study of online service dynamics. Journal of Retailing,
2004. 80(2): p. 139-158.
[12] Li, X.R. and J.F. Petrick, Examining the antecedents of brand loyalty
from an investment model perspective. Journal of Travel Research, 2008.
47(1): p. 25-34.
[13] Butcher, K., B. Sparks, and F. O’Callaghan, Evaluative and relational
influences on service loyalty. International Journal of Service Industry
Management, 2001. 12(4): p. 310-327.
[14] Urška Tuškej, U.G.a.K.P., The role of consumer–brand identification in
building brand relationships. Journal of Business Research, 2013.
[15] Nikhashemi, et al. The Mediating Role of Brand Commitment on
Generating Word of Mouth Communication: An Investigation in
Hypermarket industry in Malaysia. in ACFEA. 2014. Taiei: Asian
Consumer and Family Economics Association
[16] Sirdeshmukh, D., J. Singh, and B. Sabol, Consumer trust, value, and
loyalty in relational exchanges. The Journal of Marketing, 2002: p. 15-
37.
[17] Lai, F., M. Griffin, and B.J. Babin, How quality, value, image, and
satisfaction create loyalty at a Chinese telecom. Journal of Business
Research, 2009. 62(10): p. 980-986.
[18] Hongwei, Y. Li, and L. Harris, Social identity perspective on brand
loyalty. Journal of Business Research, 2012. 65(5): p. 648-657.
[19] Aydin, S. and G. Özer, The analysis of antecedents of customer loyalty
in the Turkish mobile telecommunication market. European Journal of
Marketing, 2005. 39(7/8): p. 910-925.
[20] Delgado and J.L. Munuera, Maria Jesus, Development and validation of
a brand trust scale. International Journal of Market Research, 2003.
45(1): p. 35-54. [21] Cheng, H.-H. and S.-W. Huang, Exploring antecedents and consequence
of online group-buying intention: An extended perspective on theory of
planned behavior. International Journal of Information Management,
2013. 33(1): p. 185-198.
[22] Delgado and Munuera, Brand trust in the context of consumer loyalty.
European Journal of Marketing, 2001. 35(11/12): p. 1238-1258.
[23] Morgan, R.M. and S.D. Hunt, The commitment-trust theory of
relationship marketing. The Journal of Marketing, 1994: p. 20-38.
[24] Stokburger Ratneshwar, S., Drivers of consumer-brand identification.
International journal of research in marketing, 2012.
[25] Flavián, C., M. Guinalíu, and R. Gurrea, The influence of familiarity and
usability on loyalty to online journalistic services: The role of user
experience. Journal of Retailing and Consumer Services, 2006. 13(5): p.
363-375.
[26] Brown, et al., Spreading the word: Investigating antecedents of
consumers’ positive word-of-mouth intentions and behaviors in a
retailing context. Journal of the Academy of Marketing Science, 2005.
33(2): p. 123-138.
[27] Rio, B., R. Vazquez, and V. Iglesias, The effects of brand associations
on consumer response. Journal of Consumer Marketing, 2001. 18(5): p.
410-425.
[28] Kuenzel, S. and S. V. Halliday, Investigating antecedents and
consequences of brand identification. Journal of Product & Brand
Management, 2008. 17(5): p. 293-304.
[29] Bhattacharya, C.B. and S. Sen, Consumer-company identification: a
framework for understanding consumers’ relationships with companies.
Journal of Marketing, 2003. 67(2): p. 76-88.
[30] Ahearne, M., C.B. Bhattacharya, and T. Gruen, Antecedents and
consequences of customer-company identification: expanding the role of
relationship marketing. Journal of Applied Psychology, 2005. 90(3): p.
574.
[31] Casaló, L.V., C. Flavián, and M. Guinalíu, The role of satisfaction and
website usability in developing customer loyalty and positive word-ofmouth
in the e-banking services. International Journal of Bank
Marketing, 2008. 26(6): p. 399-417.
[32] Dick, A.S. and K. Basu, Customer loyalty: toward an integrated
conceptual framework. Journal of the Academy of Marketing Science,
1994. 22(2): p. 99-113.
[33] Sekaran, Research Methods for Business in A Skill- Building Approch
2010, Wiley. p. 1-467.
[34] Zikmund, W.G., J.C. Carr, and M. Griffin, Business research
methods2012: CengageBrain. com.
[35] Malhotra, N.K., A. Patil, and S. Kim, Bias Breakdown Review the
alternative methods and prognosis of common method variance in
marketing research. Marketing Research, 2007. 19(1): p. 24.
[36] Cole, H.S. and K.E. Clow, A Model Development of Retail Patronage
Loyalty. Journal of Business Studies Quarterly, 2011. 2(2).
[37] Sparks, B., G. Bradley, and G. Jennings, Consumer value and self-image
congruency at different stages of timeshare ownership. Tourism
Management, 2011. 32(5): p. 1176-1185.
[38] Chaudhuri, A. and M. Ligas, Consequences of Value in Retail Markets.
Journal of Retailing, 2009. 85(3): p. 406-419.
[39] Chaudhuri, A. and M.B. Holbrook, The chain of effects from brand trust
and brand affect to brand performance: the role of brand loyalty. The
Journal of Marketing, 2001: p. 81-93.
[40] Kim, H.-W., H.C. Chan, and S. Gupta, Value-based Adoption of Mobile
Internet: An empirical investigation. Decision Support Systems, 2007.
43(1): p. 111-126.
[41] Hair, R.P. Bush, and D.J. Ortinau, Marketing research2006: McGraw-
Hill/Irwin.
[42] Hair, Multivariate data analysis, in Marketing Research2009, McGraw-
Hill/Irwin.
[43] Awang, Z., A Handbook on SEM, "Structure Equation Modeling" 4th
edition. SEM Using AMOS Graphic. Vol. 4. 2012, University
Technology MARA Kelantan: Malaysia Press. 140.
[44] Bagozzi, R.P. and Y. Yi, On the evaluation of structural equation
models. Journal of the Academy of Marketing Science, 1988. 16(1): p.
74-94.
[45] Byrne, B.M., Structural equation modeling with AMOS: Basic concepts,
applications, and programming2009: CRC Press.
[46] Nikhashemi, et al., Driving Forces of Hypermarket's Customer Loyalty:
An Empirical Study in Malaysia. Australian Journal of Basic & Applied
Sciences, 2014. 8(3).
[47] Abu, N.K. and R.M. Roslin, Identifying service quality dimensions by
understanding consumer preferences in the Malaysian grocery retail
sector. Unitar E-journal, 2008. 4(2): p. 57.
[1] Odin, Y., N. Odin, and P. Valette-Florence, Conceptual and operational
aspects of brand loyalty: an empirical investigation. Journal of Business
Research, 2001. 53(2): p. 75-84.
[2] Gutman, J., A means-end chain model based on consumer categorization
processes. The Journal of Marketing, 1982: p. 60-72.
[3] Negash, S., T. Ryan, and M. Igbaria, Quality and effectiveness in Webbased
customer support systems. Information & Management, 2003.
40(8): p. 757-768.
[4] Zeithaml, Consumer perceptions of price, quality, and value: a meansend
model and synthesis of evidence. The Journal of Marketing, 1988: p.
2-22.
[5] Zeithaml, The behavioral consequences of service quality. The Journal
of Marketing, 1996: p. 31-46.
[6] Schultz, M. and L. De Chernatony, The challenges of corporate
branding. Corporate Reputation Review, 2002. 5(2/3): p. 105-113.
[7] Osman, I., The impact of corporate image on customer loyalty of Islamic
Banks in Malaysia: Integrating Resource Based and Institutional theory,
2011, International Islamic University of Malaysia (IIUM). p. 1-413.
[8] Bennett, R. and S. Rundle-Thiele, A comparison of attitudinal loyalty
measurement approaches. The Journal of Brand Management, 2002.
9(3): p. 193-209.
[9] Fung, K.K., et al., The influence of customer brand identification on
hotel brand evaluation and loyalty development. International journal of
hospitality management, 2013. 34: p. 31-41.
[10] Jacoby, J., A model of multi-brand loyalty. Journal of advertising
research, 1971. 11(3): p. 25-31.
[11] Harris, L.C. and M.M. Goode, The four levels of loyalty and the pivotal
role of trust: a study of online service dynamics. Journal of Retailing,
2004. 80(2): p. 139-158.
[12] Li, X.R. and J.F. Petrick, Examining the antecedents of brand loyalty
from an investment model perspective. Journal of Travel Research, 2008.
47(1): p. 25-34.
[13] Butcher, K., B. Sparks, and F. O’Callaghan, Evaluative and relational
influences on service loyalty. International Journal of Service Industry
Management, 2001. 12(4): p. 310-327.
[14] Urška Tuškej, U.G.a.K.P., The role of consumer–brand identification in
building brand relationships. Journal of Business Research, 2013.
[15] Nikhashemi, et al. The Mediating Role of Brand Commitment on
Generating Word of Mouth Communication: An Investigation in
Hypermarket industry in Malaysia. in ACFEA. 2014. Taiei: Asian
Consumer and Family Economics Association
[16] Sirdeshmukh, D., J. Singh, and B. Sabol, Consumer trust, value, and
loyalty in relational exchanges. The Journal of Marketing, 2002: p. 15-
37.
[17] Lai, F., M. Griffin, and B.J. Babin, How quality, value, image, and
satisfaction create loyalty at a Chinese telecom. Journal of Business
Research, 2009. 62(10): p. 980-986.
[18] Hongwei, Y. Li, and L. Harris, Social identity perspective on brand
loyalty. Journal of Business Research, 2012. 65(5): p. 648-657.
[19] Aydin, S. and G. Özer, The analysis of antecedents of customer loyalty
in the Turkish mobile telecommunication market. European Journal of
Marketing, 2005. 39(7/8): p. 910-925.
[20] Delgado and J.L. Munuera, Maria Jesus, Development and validation of
a brand trust scale. International Journal of Market Research, 2003.
45(1): p. 35-54. [21] Cheng, H.-H. and S.-W. Huang, Exploring antecedents and consequence
of online group-buying intention: An extended perspective on theory of
planned behavior. International Journal of Information Management,
2013. 33(1): p. 185-198.
[22] Delgado and Munuera, Brand trust in the context of consumer loyalty.
European Journal of Marketing, 2001. 35(11/12): p. 1238-1258.
[23] Morgan, R.M. and S.D. Hunt, The commitment-trust theory of
relationship marketing. The Journal of Marketing, 1994: p. 20-38.
[24] Stokburger Ratneshwar, S., Drivers of consumer-brand identification.
International journal of research in marketing, 2012.
[25] Flavián, C., M. Guinalíu, and R. Gurrea, The influence of familiarity and
usability on loyalty to online journalistic services: The role of user
experience. Journal of Retailing and Consumer Services, 2006. 13(5): p.
363-375.
[26] Brown, et al., Spreading the word: Investigating antecedents of
consumers’ positive word-of-mouth intentions and behaviors in a
retailing context. Journal of the Academy of Marketing Science, 2005.
33(2): p. 123-138.
[27] Rio, B., R. Vazquez, and V. Iglesias, The effects of brand associations
on consumer response. Journal of Consumer Marketing, 2001. 18(5): p.
410-425.
[28] Kuenzel, S. and S. V. Halliday, Investigating antecedents and
consequences of brand identification. Journal of Product & Brand
Management, 2008. 17(5): p. 293-304.
[29] Bhattacharya, C.B. and S. Sen, Consumer-company identification: a
framework for understanding consumers’ relationships with companies.
Journal of Marketing, 2003. 67(2): p. 76-88.
[30] Ahearne, M., C.B. Bhattacharya, and T. Gruen, Antecedents and
consequences of customer-company identification: expanding the role of
relationship marketing. Journal of Applied Psychology, 2005. 90(3): p.
574.
[31] Casaló, L.V., C. Flavián, and M. Guinalíu, The role of satisfaction and
website usability in developing customer loyalty and positive word-ofmouth
in the e-banking services. International Journal of Bank
Marketing, 2008. 26(6): p. 399-417.
[32] Dick, A.S. and K. Basu, Customer loyalty: toward an integrated
conceptual framework. Journal of the Academy of Marketing Science,
1994. 22(2): p. 99-113.
[33] Sekaran, Research Methods for Business in A Skill- Building Approch
2010, Wiley. p. 1-467.
[34] Zikmund, W.G., J.C. Carr, and M. Griffin, Business research
methods2012: CengageBrain. com.
[35] Malhotra, N.K., A. Patil, and S. Kim, Bias Breakdown Review the
alternative methods and prognosis of common method variance in
marketing research. Marketing Research, 2007. 19(1): p. 24.
[36] Cole, H.S. and K.E. Clow, A Model Development of Retail Patronage
Loyalty. Journal of Business Studies Quarterly, 2011. 2(2).
[37] Sparks, B., G. Bradley, and G. Jennings, Consumer value and self-image
congruency at different stages of timeshare ownership. Tourism
Management, 2011. 32(5): p. 1176-1185.
[38] Chaudhuri, A. and M. Ligas, Consequences of Value in Retail Markets.
Journal of Retailing, 2009. 85(3): p. 406-419.
[39] Chaudhuri, A. and M.B. Holbrook, The chain of effects from brand trust
and brand affect to brand performance: the role of brand loyalty. The
Journal of Marketing, 2001: p. 81-93.
[40] Kim, H.-W., H.C. Chan, and S. Gupta, Value-based Adoption of Mobile
Internet: An empirical investigation. Decision Support Systems, 2007.
43(1): p. 111-126.
[41] Hair, R.P. Bush, and D.J. Ortinau, Marketing research2006: McGraw-
Hill/Irwin.
[42] Hair, Multivariate data analysis, in Marketing Research2009, McGraw-
Hill/Irwin.
[43] Awang, Z., A Handbook on SEM, "Structure Equation Modeling" 4th
edition. SEM Using AMOS Graphic. Vol. 4. 2012, University
Technology MARA Kelantan: Malaysia Press. 140.
[44] Bagozzi, R.P. and Y. Yi, On the evaluation of structural equation
models. Journal of the Academy of Marketing Science, 1988. 16(1): p.
74-94.
[45] Byrne, B.M., Structural equation modeling with AMOS: Basic concepts,
applications, and programming2009: CRC Press.
[46] Nikhashemi, et al., Driving Forces of Hypermarket's Customer Loyalty:
An Empirical Study in Malaysia. Australian Journal of Basic & Applied
Sciences, 2014. 8(3).
[47] Abu, N.K. and R.M. Roslin, Identifying service quality dimensions by
understanding consumer preferences in the Malaysian grocery retail
sector. Unitar E-journal, 2008. 4(2): p. 57.
@article{"International Journal of Business, Human and Social Sciences:69968", author = "S. R. Nikhashemi and L. Haj Paim and Ali Khatibi", title = "The Role of Brand Loyalty in Generating Positive Word of Mouth among Malaysian Hypermarket Customers", abstract = "Structural Equation Modeling (SEM) was used to test
a hypothesized model explaining Malaysian hypermarket customers’
perceptions of brand trust (BT), customer perceived value (CPV) and
perceived service quality (PSQ) on building their brand loyalty
(CBL) and generating positive word-of-mouth communication
(WOM). Self-administered questionnaires were used to collect data
from 374 Malaysian hypermarket customers from Mydin, Tesco,
Aeon Big and Giant in Kuala Lumpur, a metropolitan city of
Malaysia. The data strongly supported the model exhibiting that BT,
CPV and PSQ are prerequisite factors in building customer brand
loyalty, while PSQ has the strongest effect on prediction of customer
brand loyalty compared to other factors. Besides, the present study
suggests the effect of the aforementioned factors via customer brand
loyalty strongly contributes to generate positive word of mouth
communication.", keywords = "Brand trust, perceived value, perceived service
quality, brand loyalty, positive word of mouth communication.", volume = "9", number = "5", pages = "1647-6", }
