The effect of materialism, satisfaction and trust upon attitudinal loyalty: The case of denims

ABSTRACT

This paper investigates if attitudinal loyalty can be determined by materialism, satisfaction and trust of customers. Data collected from 721 Indian consumers were empirically tested using SEM for the reliability of the measurement model and relationships between constructs. This pioneer study demonstrates the assimilated influence of materialism, satisfaction and trust upon attitudinal loyalty. This research finds that materialism is significantly related to satisfaction. Satisfaction is also significantly associated with both trust and attitudinal loyalty. Further, trust was positively linked to attitudinal loyalty. Attitudinal loyalty varies with customer’s age and frequency of purchase, while trust varies due to gender, place of purchase, jeans life and cohabitance.

KEYWORDS:

• Materialism
• attitudinal loyalty
• trust
• satisfaction

Disclosure statement

No potential conflict of interest was reported by the author.