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The Role Of Loyalty Program (LP) And Brand Attachment In Establishing Word-Of-Mouth Intentions: An Empirical Investigation In The Mobile Sector
Abstract
The focus of this study is to examine jointly the impact of the Loyalty Program Quality and brand attachment on W-O-M intentions through: satisfaction and loyalty. Exploratory and confirmatory analyses were adopted give a new measurements' structures. The authors used the structural equation method to confirm the different relationships. The results show that LPQ affect positively the satisfaction, and negatively the loyalty. LPQ has an indirectly effect on WOM intentions but through satisfaction. The mediating effect of satisfaction in the relationship between LPQ and Loyalty is rejected. This finding can be explained by the nature of mobile sector in Tunisia. Operatorsmust listen to customers andbetter communicatewith themto developprogramsbased on their expectations. The brand attachment reinforces the customer loyalty by helping operators to develop an efficient loyalty program. The resultsgave explanationsto their modelbut theyalsoshowedthe possibility of integratingotherconceptswhich can improvethe quality of contributions. These areparticularlyrelatedto trust,consumerretention, personal interaction quality.
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