Brand Love: Role of Online Customer Experience, Value Co-creation, and Relationship Quality

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Abstract

Customer experience is a source of retailers’ long-term competitive advantage. This study has examined the relationship between online customer experience and brand love through the mechanism of relationship quality in the context of online shopping in Pakistan. The moderating effect of value co-creation on the relationship of online customer experience with relationship quality and brand love has also been examined. Data were collected from a purposive sampling of 189 online customers in an online survey. Results showed that online customer experience significantly impacts customer relationship quality, which leads to brand love. The relationship between online customer experience and relationship quality is found more robust at high levels of value co-creation. However, we observed a significant negative moderating effect of value co-creation on the direct relationship between online customer experience and brand love. It suggests that including customers in the value co-creation process and affording them a pleasurable online shopping experience may be an excellent way to enhance customer relationship quality and brand love. Theoretical and practical implications of these findings are discussed.

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Author and article information

Contributors

Khurram Mustafa: URI : https://loop.frontiersin.org/people/1725006/overview

Farooq Ahmad: URI : https://loop.frontiersin.org/people/1715381/overview

Muhammad Nawaz Qaisar: URI : https://loop.frontiersin.org/people/1742751/overview

Shagufta Zada: URI : https://loop.frontiersin.org/people/1652243/overview

Saqib Jamil: URI : https://loop.frontiersin.org/people/1725252/overview

Naveed Anwer: URI : https://loop.frontiersin.org/people/1451382/overview

Kausar Fiaz Khawaja: URI : https://loop.frontiersin.org/people/912853/overview

Alejandro Vega-Muñoz: URI : https://loop.frontiersin.org/people/984385/overview

Nicolás Contreras-Barraza: URI : https://loop.frontiersin.org/people/1247543/overview

Syed Ali Raza Hamid: URI : https://loop.frontiersin.org/people/1879343/overview

Shahida Mariam: URI : https://loop.frontiersin.org/people/1785360/overview

Journal

Journal ID (nlm-ta): Front Psychol

Journal ID (iso-abbrev): Front Psychol

Journal ID (publisher-id): Front. Psychol.

Title: Frontiers in Psychology

Publisher: Frontiers Media S.A.

ISSN (Electronic): 1664-1078

Publication date (Electronic): 15 July 2022

Publication date Collection: 2022

Volume: 13

Electronic Location Identifier: 897933

Affiliations

[1] ¹Faculty of Management Sciences, University of Okara , Okara, Pakistan

[2] ²Department of Business Administration, Fatima Jinnah Women University , Rawalpindi, Pakistan

[3] ³National Accountability Bureau , Peshawar, Pakistan

[4] ⁴Faculty of Management Sciences, National University of Modern Languages , Islamabad, Pakistan

[5] ⁵Business School, Henan University , Kaifeng, China

[6] ⁶Department of Business Administration, ILMA University , Karachi, Pakistan

[7] ⁷Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology , Larkana, Pakistan

[8] ⁸Lahore Business School, University of Lahore , Lahore, Pakistan

[9] ⁹Faculty of Management Sciences, International Islamic University , Islamabad, Pakistan

[10] ¹⁰Public Policy Observatory, Universidad Autónoma de Chile , Santiago, Chile

[11] ¹¹Facultad de Economía y Negocios, Universidad Andres Bello , Viña del Mar, Chile

[12] ¹²Hamdard Institute of Management Sciences, Hamdard University , Islamabad, Pakistan

[13] ¹³Government Associate College , Rawalpindi, Pakistan

Author notes

Edited by: Amjad Shamim, University of Technology Petronas, Malaysia

Reviewed by: Muhammad Abid Saleem, Charles Darwin University, Australia; Meghna Chhabra, Manav Rachna International Institute of Research and Studies (MRIIRS), India

*Correspondence: Farooq Ahmad, faroqahmad@ 123456gmail.com

This article was submitted to Organizational Psychology, a section of the journal Frontiers in Psychology

Article

DOI: 10.3389/fpsyg.2022.897933

PMC ID: 10214155

PubMed ID: 37251696

SO-VID: ba08ec10-6007-49ea-8320-a4bd4ddecdd9

License:

This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

History

Date received : 16 March 2022

Date accepted : 16 June 2022

Page count

Figures: 3, Tables: 4, Equations: 0, References: 106, Pages: 15, Words: 11735

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