TY - JOUR
T1 - Brand Love
T2 - Role of Online Customer Experience, Value Co-creation, and Relationship Quality
AU - Mustafa, Khurram
AU - Ahmad, Farooq
AU - Qaisar, Muhammad Nawaz
AU - Zada, Shagufta
AU - Jamil, Saqib
AU - Anwer, Naveed
AU - Khawaja, Kausar Fiaz
AU - Vega-Muñoz, Alejandro
AU - Contreras-Barraza, Nicolás
AU - Hamid, Syed Ali Raza
AU - Mariam, Shahida
N1 - Publisher Copyright:
Copyright © 2022 Mustafa, Ahmad, Qaisar, Zada, Jamil, Anwer, Khawaja, Vega-Muñoz, Contreras-Barraza, Hamid and Mariam.
PY - 2022
Y1 - 2022
N2 - Customer experience is a source of retailers’ long-term competitive advantage. This study has examined the relationship between online customer experience and brand love through the mechanism of relationship quality in the context of online shopping in Pakistan. The moderating effect of value co-creation on the relationship of online customer experience with relationship quality and brand love has also been examined. Data were collected from a purposive sampling of 189 online customers in an online survey. Results showed that online customer experience significantly impacts customer relationship quality, which leads to brand love. The relationship between online customer experience and relationship quality is found more robust at high levels of value co-creation. However, we observed a significant negative moderating effect of value co-creation on the direct relationship between online customer experience and brand love. It suggests that including customers in the value co-creation process and affording them a pleasurable online shopping experience may be an excellent way to enhance customer relationship quality and brand love. Theoretical and practical implications of these findings are discussed.
AB - Customer experience is a source of retailers’ long-term competitive advantage. This study has examined the relationship between online customer experience and brand love through the mechanism of relationship quality in the context of online shopping in Pakistan. The moderating effect of value co-creation on the relationship of online customer experience with relationship quality and brand love has also been examined. Data were collected from a purposive sampling of 189 online customers in an online survey. Results showed that online customer experience significantly impacts customer relationship quality, which leads to brand love. The relationship between online customer experience and relationship quality is found more robust at high levels of value co-creation. However, we observed a significant negative moderating effect of value co-creation on the direct relationship between online customer experience and brand love. It suggests that including customers in the value co-creation process and affording them a pleasurable online shopping experience may be an excellent way to enhance customer relationship quality and brand love. Theoretical and practical implications of these findings are discussed.
KW - brand love
KW - multi-attribute utility theory
KW - online customer experience
KW - relationship quality
KW - the attitude-behavior-context theory
KW - value co-creation
UR - http://www.scopus.com/inward/record.url?scp=85160043635&partnerID=8YFLogxK
U2 - 10.3389/fpsyg.2022.897933
DO - 10.3389/fpsyg.2022.897933
M3 - Article
AN - SCOPUS:85160043635
SN - 1664-1078
VL - 13
JO - Frontiers in Psychology
JF - Frontiers in Psychology
M1 - 897933
ER -