UNDERSTANDING THE INFLUENCE OF MEDIA RICHNESS IN DEVELOPING CUSTOMER TRUST, COMMITMENT AND LOYALTY
List of Authors
  • NORAIHAN MOHAMAD

Keyword
  • Consumer, behaviour, media richness theory, PLS-SEM, loyalty

Abstract
  • Customer loyalty aids businesses by increasing their ability to face competition, reduce marketing costs, provide publicity through word-of-mouth, and boost sales and profits in the long term. Prior studies consistently revealed that brand is an antecedent of customer trust and commitment, and it nurtures loyalty. However, today, the customers’ perception and attitude towards businesses have changed. Customer loyalty can be developed using various antecedents. Drawing upon the Media Richness Theory (MRT), this study aims to identify the effects of integrating print, online and face-to-face media in developing customer trust, commitment and loyalty. A cross-sectional survey was conducted among customers who purchased computer products in a particular shop. A total of 295 respondents were selected based on purposive and systematic random sampling techniques. Partial Least Square-Structural Equation Modelling (PLS-SEM) was employed to test the hypothesized model. The results show that media richness, through the integration of print, online and face-to-face communication, may significantly affect trust and customer loyalty. In conclusion, the research findings indicate that the the integration of various media may help customers make the right purchase decision. This study contributes to MRT by expanding it from the perspective of consumer behaviour. In practical terms, the findings provided important information to help ensure business sustainability and continuity.

Reference
  • Berezan, O., Yoo, M., & Christodoulidou, N. (2016). The impact of communication channels on communication style and information quality for hotel loyalty programs. Journal of Hospitality and
    Tourism Technology, 7(1), 100-116.
    Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust-loyalty perspective. Journal of Consumer Behaviour, 17(4), 407-417.
    Casado-Diaz, A. B., Andreu, L., Beckmann, S. C., & Miller, C. (2020). Negative online reviews and webcare strategies in social media: Effects on hotel attitude and booking intentions. Journal of Current Issues in Tourism, 23(4).
    Daft, R. L., & Lengel, R. H. (1984). Information richness: A new approach to managerial behavior and organization design. In Staw, B. M., & Cummings, L. L. (Ed.), Research in organizational behavior (191-233).
    Day, G. S. (1969). A two dimensional concept on brand loyalty. Journal of Advertising Research, 9(3), 29-35.
    Giao, H. N. K., Vuong, B. N., Quan, T. N. (2020). The influence of website quality on consumer’s e-loyalty through the mediating rolw of e-trust and e-satisfaction: An evidence from online shopping in Vietnam. Uncertain Supply Chain Management, 8(2), 351-370.
    Gruner, R. L., Vomberg, A., Homburg, C., & Lukas, B. A. (2019). Supporting new product launches with social media communication and online advertising: Sales volume and profit implications. The Journal of Product Innovation Management, 36(2), 172-195.
    Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis. (6th ed). Upper Saddle River, NJ: Pearson University Press.
    Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). California: SAGE.
    Han, H., Nguyen, H. N., Song, H., Chua, B. L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86-97.
    Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective, commitment, and employee empathy. Journal of Business Research, 96 (March 2019), 343-354.
    Kaur, H., Paruthi, M., Islam, J., & Hollebeek, L. D. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics, 46.
    Khoa, B, T. (2020). The antecedents of relationship marketing and customer loyalty: A case of the designed fashion product. Journal of Asian Finance, Economics and Business, 7(2), 195-204.
    Kim, K., Choi, H. J., & Hyun, S. S. (2020). Coffee house consumers’ value perception and its consequences: Multidimensional approach. Sustainability, 12(4), 1663-2020.
    Lee, H. N., Lee, A. S., & Liang, Y. W. (2019). An empirical anlaysis of brand as symbol, perceived transaction value, perceived acquisition value and customer loyalty using structural equation medeling. Sustainability, 11(7).
    Liu, J., Rau, P. L. P., & Wendler, N. (2014). Trust and online information-sharing in close relationships: A cross-cultural perspective. Behaviour & Information Technology. doi.org/10.1080/0144929X.2014.937458.
    Mainardes, E. W., & Cardoso, M. V. (2019). Effect of the use of social media in trust, loyalty and purchase intention in physical stores. The International Review of Retail, Distribution and Consumer Research, 29(4), 456-477.
    Molinillo, S., Gomez-Ortiz, B., PerezAranda, J., & Navarro-Garcia, A. (2017). Building customer loyalty: The effect of experiential state, the value of shopping, and trust and perceived valued of service on online clothes shopping. Clothing and Textiles Research Journal, 35(3), 156-171.
    Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
    Nguyen, N., Leclerc, A., & LeBlanc, G. (2013). The mediating role of customer trust on customer loyalty. Journal of Service Science and Management, 6,96–109.
    Ou, W. M., Shih, C. M., & Chen, C. Y. (2015). Effects of ethical sales behavior on satisfaction, trust, commitment, retention and words-of-mouth. International Journal of Commerce and Management, 25(4), 673-686.
    Popp, B., Wilson, B., Horbel, C., & Woratschek, H. (2015). Relationship building through Facebook brand pages: The multifaceted roles of identification, satisfaction and perceived relationship investment. Journal of Strategic Marketing. doi:10.1080/0965254X.2015.1095226.
    Saini, S., & Singh, J. (2020). Managing consumer loyalty. International Journal of Asian Business and Information Management, 11(1), 21-47.
    Sudaria, S. A., Tarofder, A. K., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Management Science Letters,9, 1385-1396.
    Yang, D. J., & Wu, M. J. (2014). Does customer trust play a mediating role between salesperson competence and performance? International Journal of Management, Economic and Social Sciences, 3(2), 100-121.