The Role of Brand Equity Antecedents in Strengthening Customer Loyalty with Relationship Equity as a Moderating Variable in Courier Service Companies
DOI:
https://doi.org/10.38035/gijlss.v4i3.882Keywords:
Digital Content Marketing (DCM), Brand Experience (BE), Price Fairness (PF), Brand Equity (BEQ), Relationship Equity (RE), Customer Loyalty (CL)Abstract
This research aims to investigate the influence of digital content marketing (DCM), brand experience (BE), and price fairness (PF) on customer loyalty (CL) through brand equity (BEQ), with relationship equity (RE) acting as a moderating variable in courier service companies. This research was driven by the significance of preserving customer allegiance in the progressively competitive courier service sector, where robust brand equity is crucial for fostering enduring customer connections. The study employed a quantitative methodology via a survey technique with 206 clients of courier service firms. Data were examined utilizing the Structural Equation Modeling (SEM) technique with SmartPLS version 3.2.9. The findings suggest that digital content marketing, brand experience, and price fairness positively influence customer loyalty through brand equity. While pricing fairness may not have a direct impact on customer loyalty, it indirectly enhances brand equity. Conversely, relationship equity did not significantly influence the connection between brand equity and consumer loyalty. The uniqueness of this study lies in positioning digital content marketing as a strategic element that influences customer loyalty both directly and indirectly through brand equity, while also examining the moderating effect of relationship equity in the courier service industry. The findings offer managerial insights for courier service firms to bolster customer loyalty through the enhancement of digital marketing tactics, the refinement of client brand interactions, and the implementation of equitable pricing techniques to cultivate robust brand equity.
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