The social aspects of consumption as predictors of consumer loyalty: Online vs offline services
ISSN: 1757-5818
Article publication date: 18 April 2016
Issue publication date: 18 April 2016
Abstract
Purpose
Nowadays, companies are seeking to create meaningful and long-term relationships with their customers. Therefore, the purpose of this paper is to examine the role of parasocial and social aspects of consumption in building trustworthy and loyal relationships in both offline and online services.
Design/methodology/approach
Two studies were conducted using the survey research method. The first study collected data from 285 soccer fans, and the second study collected data from 298 Facebook consumers.
Findings
The study confirms the proposed model and suggests that parasocial and social relationships act as significant antecedents of service brand loyalty in both offline and online services.
Originality/value
This is the first study that examines parasocial and social relationships in tandem and their role in developing loyal relationships with service brands. It also confirms that social relationships in a service setting play a significant role in predicting brand trust and loyalty.
Keywords
Citation
Tsiotsou, R.H. (2016), "The social aspects of consumption as predictors of consumer loyalty: Online vs offline services", Journal of Service Management, Vol. 27 No. 2, pp. 91-116. https://doi.org/10.1108/JOSM-04-2015-0117
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited