Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil
Abstract
:1. Introduction
2. Literature Review
3. Methodology
4. Empirical Results
5. Conclusions
5.1. Findings and Practical Implications
5.2. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Construct | Observable Variable | Code |
---|---|---|
Loyalty (LOYAL) | Bemol is different from other stores because it offers a wide variety of products at a fair price and in a great physical environment. | Loyal_Stor |
I associate Bemol with quality and tradition. | Loyal_Quali | |
Bemol employees are happy to provide good service. | Loyal_Service | |
The atmosphere of the Bemol stores and the display of products are pleasing and provide comfort. | Loyal_Comf | |
I always have the support of a seller to help with my choices. | Loyal_Seller | |
Bemol is always one of my first purchase options. | Loyal_Option1 | |
I feel that I am treated better at Bemol compared to other stores. | Loyal_Treat | |
Trust (TRUST) | I am proud to be a customer of Bemol. | Trust_Proud |
I can trust Bemol. | Trust_Trust | |
I feel secure in buying at Bemol because they act with honesty towards customers. | Trust_Hon | |
I am confident that the products offered by Bemol are good quality. | Trust_Quali | |
If there is a problem with the purchase, Bemol is concerned with solving and/or compensating. | Trust_Solv | |
The tradition of the Bemol brand conveys security to the customer. | Trust_Trad | |
Brand (BRAND) | I like the interactions that Bemol carries out with customers, through the Bemol card, sending SMS, the service portal, the APP, social networks, etc. | Brand_Interact |
Bemol stores have a pleasant environment (WiFi in stores, air conditioning, parking, etc.) for better customer service. | Brand_Envirnm | |
The Bemol brand provides positive emotions. | Brand_Emot | |
Bemol makes every effort to guarantee my satisfaction. | Brand_Satisf | |
The contacts that Bemol makes with customers (in the store or other service channels) are based on sincerity and integrity. | Brand_Integ | |
I recommend Bemol to family and friends. | Brand_Recom | |
I’m loyal to Bemol. | Brand_Loyal | |
Bemol is my first purchase option | Brand_Option1 | |
I intend to continue to be a customer of Bemol. | Brand_Custm |
Measurement Model Indicators | ||||||
---|---|---|---|---|---|---|
Discriminating Validity Correlation Coefficients | Convergent Validity | Internal Consistency | Composite Reliability | |||
TRUST | LOYAL | BRAND | AVE | Alpha | Dillon | |
TRUST | 0.814 | 0.663 | 0.898 | 0.904 | ||
LOYAL | 0.724 | 0.849 | 0.561 | 0.868 | 0.875 | |
BRAND | 0.798 | 0.749 | 0.887 | 0.619 | 0.923 | 0.927 |
Model Indicators | |||||||
---|---|---|---|---|---|---|---|
Variable | Measurement Model | Structural Model | |||||
Discriminating Validity | Resampling | ||||||
Trust | Loyal | Brand | Factor Loadings | Standard Deviation | Sample T | p-Value | |
Trust_Trust | 0.867 | 0.717 | 0.796 | 0.867 | 0.025 | 34.355 | 0.000 |
Trust_Hon | 0.851 | 0.700 | 0.748 | 0.851 | 0.029 | 29.515 | 0.000 |
Trust_Proud | 0.820 | 0.742 | 0.785 | 0.820 | 0.026 | 31.199 | 0.000 |
Trust_Quali | 0.716 | 0.548 | 0.529 | 0.716 | 0.056 | 12.866 | 0.000 |
Trust_Solv | 0.797 | 0.646 | 0.749 | 0.797 | 0.036 | 21.942 | 0.000 |
Trust_Trad | 0.824 | 0.649 | 0.740 | 0.824 | 0.036 | 22.869 | 0.000 |
Loyal_Stor | 0.647 | 0.812 | 0.667 | 0.812 | 0.028 | 29.257 | 0.000 |
Loyal_Service | 0.665 | 0.818 | 0.642 | 0.818 | 0.031 | 26.656 | 0.000 |
Loyal_Treat | 0.702 | 0.825 | 0.757 | 0.825 | 0.023 | 35.106 | 0.000 |
Loyal_Comf | 0.551 | 0.652 | 0.575 | 0.652 | 0.058 | 11.209 | 0.000 |
Loyal_Option1 | 0.583 | 0.725 | 0.684 | 0.725 | 0.039 | 18.633 | 0.000 |
Loyal_Quali | 0.657 | 0.680 | 0.592 | 0.680 | 0.057 | 11.830 | 0.000 |
Loyal_Seller | 0.471 | 0.713 | 0.483 | 0.713 | 0.046 | 15.545 | 0.000 |
Brand_Interact | 0.493 | 0.477 | 0.661 | 0.661 | 0.047 | 13.931 | 0.000 |
Brand_Custm | 0.694 | 0.649 | 0.807 | 0.807 | 0.032 | 25.591 | 0.000 |
Brand_Emot | 0.749 | 0.706 | 0.802 | 0.802 | 0.036 | 22.284 | 0.000 |
Brand_Envirnm | 0.662 | 0.580 | 0.757 | 0.757 | 0.051 | 14.955 | 0.000 |
Brand_Loyal | 0.702 | 0.736 | 0.826 | 0.826 | 0.020 | 40.640 | 0.000 |
Brand_Recom | 0.783 | 0.694 | 0.839 | 0.839 | 0.024 | 34.350 | 0.000 |
Brand_Integ | 0.758 | 0.649 | 0.790 | 0.790 | 0.038 | 20.573 | 0.000 |
Brand_Option1 | 0.684 | 0.739 | 0.784 | 0.784 | 0.037 | 21.368 | 0.000 |
Brand_Satisf | 0.778 | 0.731 | 0.799 | 0.799 | 0.042 | 18.914 | 0.000 |
Variable | Structural Model Indicators | ||||
---|---|---|---|---|---|
R2 Pearson | Q2 Stone-Geisser | F2 Cohen | Relationship | Effect | |
TRUST | 0.231 | 0.102 | 0.124 | Loyal → Brand | 0.339 |
LOYAL | 0.679 | 0.312 | 0.367 | Trust → Brand | 0.619 |
BRAND | 0.843 | 0.379 | 0.398 | Trust → Loyal | 0.824 |
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Cardoso, A.; Gabriel, M.; Figueiredo, J.; Oliveira, I.; Rêgo, R.; Silva, R.; Oliveira, M.; Meirinhos, G. Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. J. Open Innov. Technol. Mark. Complex. 2022, 8, 109. https://doi.org/10.3390/joitmc8030109
Cardoso A, Gabriel M, Figueiredo J, Oliveira I, Rêgo R, Silva R, Oliveira M, Meirinhos G. Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity. 2022; 8(3):109. https://doi.org/10.3390/joitmc8030109
Chicago/Turabian StyleCardoso, António, Marx Gabriel, Jorge Figueiredo, Isabel Oliveira, Reiville Rêgo, Rui Silva, Márcio Oliveira, and Galvão Meirinhos. 2022. "Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil" Journal of Open Innovation: Technology, Market, and Complexity 8, no. 3: 109. https://doi.org/10.3390/joitmc8030109