The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: The mediating role of trust and cognitive dissonance

摘要: Purpose – The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage loyalty under mediating roles trust dissonance. Design/methodology/approach Based on a survey consumers cell phones, the authors tested effects then satisfaction, behavioural, attitudinal loyalty, using structural equation modelling. Findings results indicate that, thanks marketing, undertook less stage. Thus, as faced dissonance, they represented more thereby behavioural loyalty. Additionally, confirmed role Practical implications show that when brands retailers make their ties with customers stronger tr...