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首页> 外文期刊>Journal of Marketing and Consumer Research >Antecedents of Brand Loyalty in Leading Supermarket Chains in Kenya: The Mediating Role of Customer Satisfaction
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Antecedents of Brand Loyalty in Leading Supermarket Chains in Kenya: The Mediating Role of Customer Satisfaction

机译：肯尼亚领先的超市链中品牌忠诚度的前身：顾客满意度的中介作用

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The purpose of the study was to establish the extent to which customer satisfaction mediates the relationship between service quality, brand image, customer perceived value with brand loyalty in leading supermarket chains in Kenya. The population of interest comprised of customers of supermarkets in Kenya. A supermarket store sample of 30 stores from Nairobi and Nakuru counties was picked at random from the list of the stores of the four main supermarkets (Nakumatt, Uchumi, Naivas & Tusky’s). A sample of 384 customer respondents was interviewed. The study used multiple linear regression analysis in a four step process which established that customer satisfaction significantly affects brand loyalty. The study also shows that customer satisfaction fully mediates the relationship between service quality, brand image, customer perceived value with brand loyalty in leading supermarkets in Kenya. The dimensions of brand Image, service quality and customer perceived value dimensions are antecedent to brand loyalty and are a significant marketing tool for retail stores that wish to enhance the customers repurchase intention and the intention to recommend. A higher level of customer satisfaction leads to brand loyalty which is paramount to being competitive in the marketplace. The study recommends that supermarkets must strive towards increasing customer satisfaction with a view of enhancing brand loyalty and market share retention.
机译：该研究的目的是确定在肯尼亚领先的连锁超市中，顾客满意度在多大程度上介导了服务质量，品牌形象，顾客感知价值与品牌忠诚度之间的关系。感兴趣的人群包括肯尼亚的超级市场顾客。从四个主要超级市场（纳库马特，Uchumi，Naivas和Tusky的商店）的清单中随机选择了一个来自内罗毕和纳库鲁县的30家商店的超市样本。采访了384位客户受访者。该研究在四个步骤中使用了多元线性回归分析，该分析确定了客户满意度会显着影响品牌忠诚度。该研究还表明，在肯尼亚领先的超级市场中，客户满意度完全中介了服务质量，品牌形象，客户感知价值与品牌忠诚度之间的关系。品牌形象，服务质量和客户感知价值的维度是品牌忠诚度的先决条件，并且是希望增强客户回购意向和推荐意向的零售商店的重要营销工具。更高的客户满意度会导致品牌忠诚度，这对于在市场上竞争至关重要。该研究建议，超市必须努力提高客户满意度，以增强品牌忠诚度和保留市场份额。

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