Does Fear of New Car Technologies Influence Brand Loyalty Relationship?
Syahida Abd Aziz

The increasing importance of technology in our daily lives has led companies to implement the latest technology on their products before marketing them to their customers. In this era of technology, fuel efficient vehicles have attracted a great deal attention with a rapidly increasing customer base in the automotive industry. Automobile companies use this as a means of increasing customers’ level of loyalty, due to the anxiety about the system installed in their cars. The purpose of this study is to investigate the indirect effects of brand service quality and brand value towards brand loyalty moderated by technology anxiety. Since moderator variables are rarely tested in the context of PLS model, the author will analyze the data by utilizing Partial Least Square (PLS) in measuring the moderating effect of technology anxiety in brand loyalty relationships. The results illustrate that technology anxiety, one of factors of Car Technology Acceptance Model (CTAM), moderates the relationship between brand service quality, brand value and brand loyalty.

Full Text: PDF     DOI: 10.15640/jmm.v4n1a12