Effects of perceived quality and satisfaction on brand loyalty in China: The moderating effect of customer orientation
The domain of customer orientation, perceived quality and brand loyalty has been well documented in the Western market (for example, Europe and US) However, the afore mentioned themes are underexplored in the Chinese market. Therefore, this study investigates the effects of customer orientation, perceived quality and satisfaction on brand loyalty. Both perceived quality and customer satisfaction are hypothetically associated with brand loyalty through customer orientation acting as a moderating variable. Our study of 547 surveyed customers shows that endogenous constructs have an impact on brand loyalty. Our results present an alternative perspective on the moderating role of customer orientation. Conclusions and implications are drawn and discussed for brand loyalty development.