The Mediating Role of Brand Trust in Business Model Innovation and Brand Loyalty---A Case Study of Guizhou Hot Spring Health Tourism Industry in China
Article Sidebar
Main Article Content
บทคัดย่อ
Studying the factors affecting customer brand trust(BT) and brand loyalty(BL) can provide some directions and strategies for merchants to develop and enhance brand loyalty.Based on Guizhou hot spring hotel in china as an example, we studies the influence relationship between different business models (novel business model and efficiency business model) and brand trust and brand loyalty, and studies the intermediary effect relationship of brand trust in the influence of novel business model and efficiency business model on brand loyalty. Previous literature research framework and cross-sectional research survey methods were used to study the proposed hypothesis. A total of 305 questionnaires were collected from the users of Guizhou hot spring hotel. Data were analyzed by SPSS27.0 and AMOS26.0 software, and the relationship between them was tested by the structural equation model. The results show that novel business model and efficient business model have significant positive effects on brand trust and brand loyalty, and brand trust has significant intermediary effects in the influence of different business models (novel business model and efficient business model) on brand loyalty.
Article Details
References
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69 (3), 19-34.
Amit, R., & Zott, C. (2012). Creating Value Through Business Model Innovation. MIT Sloan Management Review, 53 (3), 41-49.
Balboni, B., Bortoluzzi, G., Pugliese, R., & Tracogna, A. (2019). Business model evolution, contextual ambidexterity and the growth performance of high-tech start-ups. Journal of Business Research.
Ball, D., Coelho, P. S., & Machás, A. (2004). The role of communication and trust in explaining customer loyalty: An extension to the ECSI model. European Journal of Marketing, 38 (9/10), 1272-1293.
Chaudhuri, A., & Holbrook, M. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81-93.
Dash, G., & Paul, J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173, 121092.
Delgado-Ballester, E., & Munuera-Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35, 1238-1258.
Elsäßer, M., & Wirtz, B. (2017). Rational and emotional factors of customer satisfaction and brand loyalty in a business-to-business setting. Journal of Business & Industrial Marketing, 32 (1), 138-152.
Fornell C, Larcker D F. Journal of marketing research, Vol. 18 (1981).
Gronum, S., Steen, J., & Verreynne, M. (2016). Business model design and innovation: Unlocking the performance benefits of innovation. Australian Journal of Management, 41 (4), 585-605.
Guizhou Provincial Government. (2019). Vision for Transforming Guizhou into China's Hot Spring Province and a Global Wellness Destination. Guiyang: Guizhou Provincial Government Reports.
Guizhou Provincial Tourism Bureau. (2018). Guizhou Provincial Tourism Industry Plan. Guiyang: Guizhou Provincial Government Publications.
Guo, B., Pang, X., & Li, W. (2018). The role of top management team diversity in shaping the performance of business model innovation: a threshold effect. Technology Analysis & Strategic Management.
Hasan, R., Shams, R., & Rahman, M. (2020). Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri. Journal of Business Research.
Hashim, S. F. b., Tajuddin, R. b. M., & Zainol, A. S. (2020). The Innovative Roles Of Community Engagement As A Moderator In Consumer Perspective Model For Malaysia-Origin Fashion Brands’ Business. Sustainability.
Hidayanti, I., Nuryakin, & Farida, N. (2018). A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia. Journal of Business and Retail Management Research (JBRMR).
Hock, M., Clauss, T., & Schulz, E. (2016). The Impact of Organizational Culture on a Firm's Capability to Innovate the Business Model. Innovation & Organizational Behavior eJournal.
Hu, B., & Chen, W. (2016). Business model ambidexterity and technological innovation performance: evidence from China. Technology Analysis & Strategic Management, 28, 583-600.
Hu, B., Huang, W., Yan, S., Liu, G., & Zhang, T. (2020). Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior. Sustainability, 12 (17), 7047.
Huang, C.-C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55 (6), 915-934.
Im, S., Bhat, S., & Lee, Y. (2015). Consumer perceptions of product creativity, coolness, value and attitude. Journal of Business Research, 68 (1), 166-172.
Iqbal, M. A., Imran, M., Ahmad, W., Khalil, K., & Mushtaque, T. (2021). Impact Of Customer Satisfaction On Customer Loyalty With Mediating Role Of Trust In Brands. Humanities & Social Sciences Reviews.
Khan, I., Hollebeek, L., Fatma, M., Islam, J., & Rahman, Z. (2019). Brand engagement and experience in online services. Journal of Services Marketing, 34 (2), 163-175.
Kim, E., Nicolau, J., & Tang, L. (2021). The Impact of Restaurant Innovativeness on Consumer Loyalty: The Mediating Role of Perceived Quality. Journal of Hospitality & Tourism Research, 45, 1464-1488.
Laroche, M., Habibi, M. R., Richard, M.-O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28 (5), 1755-1767.
Latifi, M., Nikou, S., & Bouwman, H. (2021). Business model innovation and firm performance: Exploring causal mechanisms in SMEs. Technovation, 107, 102274.
Lim, J. S., & Jiang, H. (2019). Outcomes of Dialogic Communication of Corporate Social Responsibility (CSR): Strengthening Brand Loyalty Through Online Brand Community Engagement, Brand Trust and CSR Authenticity: An Abstract.
Ma, Y., Yin, Q., Pan, Y., Cui, W., Xin, B., & Rao, Z. (2018). Green Product Innovation and Firm Performance: Assessing the Moderating Effect of Novelty-Centered and Efficiency-Centered Business Model Design. Sustainability, 10 (6), 1843.
Menidjel, C., Benhabib, A., & Bilgihan, A. (2017). Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty. Journal of Product & Brand Management, 26 (6), 631-649.
Milojević, S., Todorović, V., & Lutovac, M. (2016). Brand as a challenge to corporate governance in the globalization process. Marketing Science, 47, 57-65.
Murray, J., Elms, J., & Teller, C. (2017). Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty. Journal of Retailing and Consumer Services, 38, 147-156.
Pappu, R., & Quester, P. (2016). How does brand innovativeness affect brand loyalty. European Journal of Marketing, 50 (1/2), 2-28.
Podsakoff, P.M.,&Organ, D.W. (1986) Self reports in organizational research: ProBrand Loyalty and Prospects. Journal of Management (12 (4), 69-82.
Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business, 7, 951-958.
Rezaei, S., Jayashree, S., & Fouladivanda, F. (2016). Telecommunications Subscriber's Satisfaction and Loyalty: The Impact of Contractual Switching Cost, Price Fairness, and Brand Image.
Spieth, P., Roeth, T., & Meissner, S. (2019). Reinventing a business model in industrial networks: Implications for customers' brand perceptions. Industrial Marketing Management.
Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32 (6), 405-421.
Zhang, L., & Wang, H. (2020). Sustainable Development of Hot Spring Tourism in Guizhou:Challenges and Opportunities. Journal of Sustainable Tourism in China, 12 (3), 234-250.
Zott, C., & Amit, R. (2010). The Business Model as a Template for Value Creation. In Theoretical Foundations of Business Model Innovation. Journal of Management Science, 55 (2), 172-194.