Predicting Brand Loyalty by Measuring the Strength of Consumer Habit

Abstract

This chapter builds on existing loyalty literature and theories, includes impact of habit on continuous intention and loyalty, and makes recommendations to practitioners based on the findings. This research identifies the factors that will increase brand loyalty by consumers and examines the strength and effect of habit in predicting brand loyalty. Five regression models revealed that habit was the strongest factor among all constructs in predicting continuance intention and consumer loyalty to mobile wallet brands. Support was found for all of the hypothesized relationships for consumers using mobile apps. Although the direct effects of consumer attitudes were more or less constant, satisfaction became insignificant when habit is introduced in the model. As an independent variable with both consumer attitudes and satisfaction, habit significantly increases the explanatory power of continuance intention and loyalty. This chapter provides new insights into factors that influence loyalty in the context of mobile wallet applications.