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The impact of other customer perception on consumer-brand relationships

The impact of other customer perception on consumer-brand relationships Extant research evidence demonstrates that customer satisfaction in a service encounter is influenced by other customer perception (OCP). However, scholarly research on the impact of OCP on brand love and the moderating influence of customers’ attachment styles in the context of hospitality industry is scarce. The purpose of this paper is to fill this gap in the literature.Design/methodology/approachThe data were collected from customers of five and three-star hotels in India. Regression-based process analysis (Hayes, 2013) was used to test the proposed set of hypotheses.FindingsThe data analysis shows that OCP predicts brand love through the mediation of satisfaction. Individual’s anxious attachment style positively moderates “other customer perception-satisfaction” relationship, and avoidant attachment style negatively moderates the same relationship. Thus the effect of OCP is positively moderated by anxious attachment style, and negatively moderated by avoidant attachment style.Originality/valueThe value of this study lies in quantitatively investigating the roles played by OCP and individual attachment styles in shaping brand love in hospitality industry. In contrast to findings from previous research, the findings from this study suggest that anxious attachment style positively influences brand satisfaction and formation of brand love. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Theory and Practice Emerald Publishing

The impact of other customer perception on consumer-brand relationships

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2055-6225
DOI
10.1108/jstp-11-2016-0207
Publisher site
See Article on Publisher Site

Abstract

Extant research evidence demonstrates that customer satisfaction in a service encounter is influenced by other customer perception (OCP). However, scholarly research on the impact of OCP on brand love and the moderating influence of customers’ attachment styles in the context of hospitality industry is scarce. The purpose of this paper is to fill this gap in the literature.Design/methodology/approachThe data were collected from customers of five and three-star hotels in India. Regression-based process analysis (Hayes, 2013) was used to test the proposed set of hypotheses.FindingsThe data analysis shows that OCP predicts brand love through the mediation of satisfaction. Individual’s anxious attachment style positively moderates “other customer perception-satisfaction” relationship, and avoidant attachment style negatively moderates the same relationship. Thus the effect of OCP is positively moderated by anxious attachment style, and negatively moderated by avoidant attachment style.Originality/valueThe value of this study lies in quantitatively investigating the roles played by OCP and individual attachment styles in shaping brand love in hospitality industry. In contrast to findings from previous research, the findings from this study suggest that anxious attachment style positively influences brand satisfaction and formation of brand love.

Journal

Journal of Service Theory and PracticeEmerald Publishing

Published: Mar 6, 2018

Keywords: Satisfaction; Other customer perception; Attachment anxiety; Attachment avoidance; Hotel brand love; Moderated mediation analysis

References