Brand Love: Role of Online Customer Experience, Value Co-creation, and Relationship Quality

Frontiers in Psychology

Psychology

Shagufta Zada¹  Nicolás Contreras-Barraza²  Kausar Fiaz Khawaja³  Shahida Mariam⁴  Naveed Anwer⁵  Saqib Jamil⁶  Khurram Mustafa⁶  Farooq Ahmad⁷  Syed Ali Raza Hamid⁸  Muhammad Nawaz Qaisar⁹  Alejandro Vega-Muñoz^1,10 

[1] Business School, Henan University, Kaifeng, China;Department of Business Administration, ILMA University, Karachi, Pakistan;Facultad de Economía y Negocios, Universidad Andres Bello, Viña del Mar, Chile;Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan;Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan;Government Associate College, Rawalpindi, Pakistan;Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Larkana, Pakistan;Lahore Business School, University of Lahore, Lahore, Pakistan;Faculty of Management Sciences, University of Okara, Okara, Pakistan;Faculty of Management Sciences, University of Okara, Okara, Pakistan;Department of Business Administration, Fatima Jinnah Women University, Rawalpindi, Pakistan;Hamdard Institute of Management Sciences, Hamdard University, Islamabad, Pakistan;National Accountability Bureau, Peshawar, Pakistan;Faculty of Management Sciences, National University of Modern Languages, Islamabad, Pakistan;Public Policy Observatory, Universidad Autónoma de Chile, Santiago, Chile;

关键词: online customer experience;    relationship quality;    brand love;    value co-creation;    multi-attribute utility theory;    the attitude-behavior-context theory;   

DOI  :  10.3389/fpsyg.2022.897933

 received in 2022-03-16, accepted in 2022-06-16,  发布年份 2022

来源: Frontiers

【 摘 要 】

Customer experience is a source of retailers’ long-term competitive advantage. This study has examined the relationship between online customer experience and brand love through the mechanism of relationship quality in the context of online shopping in Pakistan. The moderating effect of value co-creation on the relationship of online customer experience with relationship quality and brand love has also been examined. Data were collected from a purposive sampling of 189 online customers in an online survey. Results showed that online customer experience significantly impacts customer relationship quality, which leads to brand love. The relationship between online customer experience and relationship quality is found more robust at high levels of value co-creation. However, we observed a significant negative moderating effect of value co-creation on the direct relationship between online customer experience and brand love. It suggests that including customers in the value co-creation process and affording them a pleasurable online shopping experience may be an excellent way to enhance customer relationship quality and brand love. Theoretical and practical implications of these findings are discussed.

【 授权许可】

Unknown   
Copyright © 2022 Mustafa, Ahmad, Qaisar, Zada, Jamil, Anwer, Khawaja, Vega-Muñoz, Contreras-Barraza, Hamid and Mariam.