Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R

This paper examines the relative influence of two key antecedents of brand loyalty-satisfaction and involvement and the moderating role of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand loyalty will vary with the level of customer experience with purchasing the service. Building on previous research which examined low-risk, customer product settings [Kim, J., Lim, J.S., & Bhargava, M. (1998). The role of affect in attitude formation: A classical conditioning approach. Journal of the Academy of Marketing Science 26 (2): pp. 143-152; Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision-making. Journal of Consumer Research 26: 278], this study shows that for a high-risk setting, involvement with the service category will be more dominant in its influence on brand loyalty than satisfaction with the preferred brand. Furthermore, it was found that experience moderated the influence of involvement and satisfaction on attitudinal brand loyalty for a high-risk business-to-business service. This study provides new insights into the theory and practice of buyer behavior and business-to-business brands. Crown Copyright (C) 2004 Published by Elsevier Inc. All rights reserved.

West elevation, Neville Bonner Building, Brisbane

Riverside Expressway building, Expressway on right.

West elevation, Neville Bonner Building, Brisbane

William St building, facing Riverside Expressway. Landscaped courtyard space in foreground.

West elevation, Neville Bonner Building, Brisbane

William St building, facing Riverside Expressway.

Sunshading fins, Neville Bonner Building, Brisbane

Steel shading structure to East elevation of Riverside Expressway building. William St building and main entry area in background.

Windows, Neville Bonner Building, Brisbane

North elevation, Riverside Expressway building.

Facade articulation, Neville Bonner Building, Brisbane

Detail of precast concrete sunshading panels to freeway (West) elevation.

South elevation, Neville Bonner Building, Brisbane

William St building, as seen from across Riverside Expressway off-ramp.

Main entry, William St, Neville Bonner Building, Brisbane

William St building-Riverside Expressway building junction.

Facade articulation, Neville Bonner Building, Brisbane

Detail of precast concrete sunshading panels to freeway (West) elevation.

North elevation, Neville Bonner Building, Brisbane

As seen from Queens Wharf Road.

Entrance, Agriculture and Entomology Building, Brisbane

View to entrance.

Stair, Agriculture and Entomology Building, Brisbane

View to circulation stair from exterior.