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首页> 外文期刊>Arabian Journal of Business and Management Review >Service Brand Credibility and Consumer Loyalty: Study of Attitude towards Service Brand as Mediator
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Service Brand Credibility and Consumer Loyalty: Study of Attitude towards Service Brand as Mediator

机译：服务品牌的信誉与消费者忠诚度：研究服务品牌作为中介者的态度

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The purpose of this research study is to investigate the relationship of brandcredibility and consumer loyalty with the indirect effect of attitude towardsbrand as mediator. Mainly, the study was conducted in the service sector bytaking two prominent sectors food sector and courier service sector. Torepresent food service sector Pizza Hut was chosen and TCS was taken torepresent courier service sector. Sample of study was college/ sub campusesstudents and staff members from banking institutions in D. G. Khan. Total 450questionnaires were floated among respondents. Total 323 questionnaireswere received which were useful for further processing so the response rateremained 71.7 percent. SPSS v.20 was incorporated to check the impact ofbrand credibility on consumer loyalty. Different statistical techniques wereused like factor loading (As a data reduction technique), Reliability analysis(To check the consistency among the different questions of a variable),Descriptive statistics (To check the central tendency), Correlation analysis(To check the relationship among variables) and regression analysis includingmodel summary and ANOVA (To check the cause and effect relationshipamong variables). Results found that brand credibility and consumer loyaltyare the most significant factors. Furthermore attitude towards brand asmediator plays a significant role.It is suggested from the findings of this research study that Companies nowhave to consider about the credibility most for developing brand image. Brandcredibility affects both attitude towards brand and consumer loyalty positivelyin case of food sector and courier service sector in Pakistan. But it can betaken as necessary in every sector due to its significant. This study will helpthe managers in making the marketing strategy specially advertisementstrategy. Managers will be more focusing on the factor of attractiveness, vexpertise, and trustworthiness. Future research can be consider by takingother areas of Pakistan and expand this study internationally. The effect ofbrand credibility can be determined on other variables like brand awareness,brand image, consumer profitability, financial performance of company. It canalso be determined in the e-Business rather than the going in traditionalbusiness.
机译：这项研究的目的是调查品牌信誉与消费者忠诚度之间的关系，以及对品牌作为中介者的态度的间接影响。该研究主要是在服务业中进行的，其中包括两个突出的部门：食品部门和快递服务部门。选择代表餐饮服务业的必胜客，并采用TCS代表快递服务业。研究样本来自D. G. Khan的大学/附属校园的学生和银行机构的工作人员。共有450份问卷在受访者中浮动。共收到323份问卷，可用于进一步处理，因此答复率保持71.7％。合并了SPSS v.20，以检查品牌信誉对消费者忠诚度的影响。使用了不同的统计技术，例如因子加载（作为数据缩减技术），可靠性分析（检查变量的不同问题之间的一致性），描述性统计（检查中心趋势），相关分析（检查变量之间的关系） ）和回归分析，包括模型摘要和ANOVA（以检查变量之间的因果关系）。结果发现，品牌信誉和消费者忠诚度是最重要的因素。此外，对于品牌调解人的态度也起着重要作用。从本研究的结果可以看出，公司现在必须考虑最能树立品牌形象的信誉。在巴基斯坦的食品部门和快递服务部门，品牌信誉度对品牌态度和消费者忠诚度都有积极影响。但是由于它的重要性，它可以在每个领域根据需要进行测试。这项研究将帮助管理者制定营销策略，特别是广告策略。管理人员将更加关注吸引力，专业知识和可信赖性。可以考虑在巴基斯坦的其他地区进行研究，并将其扩展到国际范围。品牌信誉的影响可以通过其他变量来确定，例如品牌知名度，品牌形象，消费者盈利能力，公司的财务绩效。也可以在电子商务中确定它，而不是在传统业务中确定它。

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