• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKIGoogle ScholarCrossref
    • E-mail: joebm.editor@gmail.com
JOEBM 2022 Vol.10(1): 52-59 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.1.673

Consumer Brand Loyalty towards Laptop Brands: Investigating the Roles of Satisfaction, Trust, Inertia, and Commitment

Ying Cheng

Abstract—Consumer loyalty is an essential factor in determining a company's long-term success, especially for Information and Communication Technological (ICT) brand products because consumers are confronted with a widespread competitive market of ICT items as a result of the booming and flourishing technology development. This paper aims to find out how status quo bias affects customer brand loyalty in terms of four factors: satisfaction, trust, inertia, and commitment. We examine the structural model and hypothetical relationship using data on consumers' laptop usage experiences and ideas by an online questionnaire. Our results show that customer satisfaction, trust, inertia, and commitment to a particular brand item all have significantly positive impacts on consumer brand loyalty.

Index Terms—Brand loyalty, status quo bias, satisfaction, trust, inertia, commitment.

Ying Cheng is with University of St Andrews, UK (e-mail: yc64@st-andrews.ac.uk).


Cite:Ying Cheng, "Consumer Brand Loyalty towards Laptop Brands: Investigating the Roles of Satisfaction, Trust, Inertia, and Commitment," Journal of Economics, Business and Management vol. 10, no. 1, pp. 52-59, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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