Brand Loyalty of Online Music
Chan, Gavin (2006) Brand Loyalty of Online Music. [Dissertation (University of Nottingham only)] (Unpublished)
Although brand loyalty has already been researched to a considerable extent, the majority of this research has been conducted in an offline setting; this paper discusses brand loyalty for a sizeable yet rapidly growing online industry online music. Also examined in this paper is the blurring of the traditional service concept as the introduction and emergence of online services challenge this perception. A review of the literature revealed the factors most likely to result in achieving customer loyalty to the brand and those most pertinent in the chosen industry. A focus group methodology was used to explore the factors that affect brand loyalty and the nature and form of brand loyalty held by consumers. The findings confirm some of the previous findings from offline research such as the importance of customer satisfaction, quality and price. Other findings were more unique to online businesses and/or the online music industry, such as reliability, authenticity and speed of service, namely downloading times. Implications for new and existing online music service providers to generate and increase brand loyalty include ensuring a good quality and comprehensive service package at an attractive price, but could be further enhanced through increased personalised offerings.
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