The Effect of The Perceived Risk in post-purchase Stage on Brand Loyalty A survey Study to The Consumers of Domestic Shampoo Brands in Lattakia City

Authors

  • Fatter Sleiteen

Abstract

The research aimed to test the effect of consumer’s perceived risk in post-purchase stage on his loyalty to domestic shampoo brands in the market of lattakia city.

Five dimensions of the perceived risk have been considered for the study; that included: functional risk, financial risk, physical risk, psychological risk, and social risk. While the brand loyalty has been studied according to three dimensions, that included: attitudinal loyalty, behavioral loyalty, and total loyalty. on The other hand, The survey has been done toward the consumers responses; by using a random sample consisted of 391 consumer, who have bought a Syrian shampoo brands.

The research results discovered that: there was a negative significant effect of perceived risk in post-purchase stage (by all its studied dimensions, except the perceived social risk) on consumer’s behavioral loyalty to domestic shampoo brands. and there was a negative significant effect of perceived risk in post-purchase stage (by all its studied dimensions) on each of consumer’s attitudinal loyalty, and consumer’s total loyalty to domestic shampoo brands.

The research has offered a number of recommendations, that if they are applied, they may be helping in improving the marketing opportunities for domestic brands of shampoo products.

تأثير المخاطرة المدركة في مرحلة ما بعد الشراء على الولاء للعلامة التجارية

دراسة مسحية لمستهلكي العلامات التجارية الوطنية لمنتجات الشامبو في مدينة اللاذقية

هدف البحث إلى اختبار تأثير المخاطرة المدركة لدى المستهلك في مرحلة ما بعد الشراء، على ولائه للعلامات التجارية الوطنية لمنتجات الشامبو في سوق مدينة اللاذقية.

وقد تم التركيز على دراسة خمسة أبعاد للمخاطرة المدركة، وهي: المخاطرة الوظيفية، والمخاطرة المالية، والمخاطرة البدنية، والمخاطرة النفسية، والمخاطرة الاجتماعية. بينما تم تناول الولاء للعلامة التجارية وفقاً لثلاثة أبعاد تمثلت في: الولاء الاتجاهي، والولاء السلوكي، والولاء الكلي. ومن ناحية أخرى تم مسح استجابات المستهلكين باستخدام عينة عشوائية مؤلفة من 391 مستهلك في مدينة اللاذقية، ممن اشتروا شامبو يحمل علامة تجارية سورية.

بينت نتائج البحث الآتي: وجود تأثير معنوي سلبي للمخاطرة المدركة في مرحلة ما بعد الشراء (بجميع أبعادها المدروسة، ماعدا المخاطرة الاجتماعية) على ولاء المستهلك السلوكي للعلامات التجارية الوطنية لمنتجات الشامبو، ووجود تأثير معنوي سلبي للمخاطرة المدركة في مرحلة ما بعد الشراء (بجميع أبعادها المدروسة) على كلٍّ من ولاء المستهلك الاتجاهي، وولاء المستهلك الكلي للعلامات التجارية الوطنية لمنتجات الشامبو.

وقدم البحث مجموعة من التوصيات، التي يمكن أن تساعد في حال تطبيقها في تحسين فرص تسويق العلامات التجارية الوطنية لمنتجات الشامبو.

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Published

2018-09-25

How to Cite

1.
Sleiteen F. The Effect of The Perceived Risk in post-purchase Stage on Brand Loyalty A survey Study to The Consumers of Domestic Shampoo Brands in Lattakia City. Tuj-econ [Internet]. 2018Sep.25 [cited 2024Nov.29];39(3). Available from: https://journal.tishreen.edu.sy/index.php/econlaw/article/view/3937

Issue

Vol. 39 No. 3 (2017): العلوم الاقتصادية والقانونية

Section

Articles

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