Examining the relationships between attributes of e-service performance, brand involvement, attitudes and website loyalty: implications for e-service brand management

The objective of this study is to examine the influence that consumer perceptions in the attributes of a branded Website has on the development of consumer behaviour outcomes such as attitudes towards the Website, Website loyalty and word-of-mouth recommendation behaviours. In addition, the study also explores the role of individual characteristics such as consumer (brand) involvement on Website loyalty and word-of-mouth. Data were gathered via an online questionnaire, resulting in 406 responses from a single organisation. The results indicate that all attributes of a branded Website, along with brand involvement, were found to have a positive influence on the development of loyalty with (he Website and word-of-mouth recommendation behaviours. Conclusions, implications and future research directions for online brand management are discussed