Consumer retention in two-wheeler industry: a moderated mediation model
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 21 October 2021
Issue publication date: 16 August 2022
Abstract
Purpose
This paper aims to understand two-wheeler consumer retention behavior by examining their perception of service evaluation variables (such as service quality, perceived product quality and perceived consumer value), brand image and consumer empowerment that may trigger consumer satisfaction.
Design/methodology/approach
The study comprised a simple random sampling technique and conducted a survey (n = 284) using a structured questionnaire. The study analyzed the data using SPSS AMOS version 25 and PROCESS macros for analysis.
Findings
The study results show that service evaluation variables work best in leading to consumer retention in the two-wheeler industry. This relationship is further strengthened in the presence of consumer empowerment, brand image and consumer satisfaction.
Originality/value
The current study is one of the first studies in the two-wheeler industry that examine the relationship between service evaluation variables and consumer retention using direct, mediation and moderation effects.
Keywords
Acknowledgements
The authors would like to thanks the editor and anonymous reviewers for their valuable time and feedback on the earlier version of the manuscript. The comments helped us to improve our manuscript substantially.
Citation
Malhotra, G. (2022), "Consumer retention in two-wheeler industry: a moderated mediation model", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 8, pp. 1681-1701. https://doi.org/10.1108/APJML-03-2021-0187
Publisher
:Emerald Publishing Limited
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