Turning Customer Feedback Into Commitment: The Effects of Customer Product Involvement On Satisfaction, Emotional Connectivity, Brand Loyalty, and Word-of-Mouth Behavior

<p>A growing number of firms are investing in being on the cutting edge of customer connections. However, when retailers continually promote customer feedback, it can be a huge weakness if there's not a unique and involved communication channel with desirable customer benefits. Therefore, the purpose of this study is to examine the effects of customer product involvement on satisfaction, emotional connectivity, brand loyalty and word-of-mouth behavior. The relevance of this study will provide customers and retailers with insight about the perception of customer product involvement with a brand and how a brand can hope to improve its customer relationships through communication.</p>

Name thesis:degree_name

M.S.

Level thesis:degree_level

Campus Access Thesis

Discipline thesis:degree_discipline

Retailing

Year

2012

Author dc:creator

• Glovinsky, Paige Leigh

Contributors dc:contributor

• Jiyeon Kim

• Business
• Sales and Merchandising
• Brand Loyalty
• Customer communication channel
• Customer Product Involvement
• Emotional Connectivity
• Satisfaction
• Word-of-Mouth Behavior

Statement dc:rights

• © 2012, Paige Leigh Glovinsky

Repository record dc:identifier

https://scholarcommons.sc.edu/etd/1864

OAI identifier oai:identifier

oai:scholarcommons.sc.edu:etd-2865