Customer Satisfaction Customer Delight and Customer Ecstasy as Antecedents of Brand Loyalty in Online Shopping

Abstract

Customer satisfaction has been a focus of marketers and researchers as an important newlineantecedent of customer loyalty. Some recent studies have proposed that customer newlinedelight possibly produces higher customer loyalty than satisfaction. Loyalty as a newlinemultiphase concept has interested researchers and marketers because they see it useful newlinefor segmenting of customers and thereby forming targeted strategies (Kim et al., newline2015). Generating customer ecstasy is also an antecedent to brand loyalty (Reynolds, newline2004). Researchers have widely explored antecedents of brand loyalty and customer loyalty. newlineAffective brand conviction, brand credibility, attitude strength, cognitive brand newlineconviction and brand commitment have been identified as 5 antecedents of brand newlineloyalty (Kim et al., 2008). In this era of social media, researchers have also explored newlinemoderating role of social media communication in the context of brand loyalty. Brand newlineTrust and Brand Equity have been found to have a mediating role in explaining the newlineimpact of social media communication on Brand loyalty (Zehra et al., 2020). newlineThe relationship between consumer characteristics like risk aversion, variety seeking, newlinebrand reputation, availability of substitute products, the social group influences and newlinepeer recommendations determine four types of loyalty like premium loyalty, inertia newlineloyalty, covetous loyalty, and no loyalty. Customers have different needs and demands. newlineTherefore, every organization puts an effort to address to the needs of every potential newlinecustomer.In service industry, satisfying targeted groups of customers is often difficult. Because newlinecustomers meet and interact with each other regularly thereby influencing each other s newlineperception. It is important to have a segmentation among customers to manage the newlinerelationship. It is also important to remember that customers who have a relationship with a service provider often want individual recognition and treatment, even though they are part of a larger segment.