Title: Role of 4c's of marketing mix in building trust to achieve brand loyalty in case of fastener's industry: a PLS-SEM approach

Authors: Kanishk Gupta

Addresses: Vivekananda Institute of Professional Studies, Outer Ring Rd, AU Block, Ranikhet, Pitam Pura, New Delhi, Delhi 110034, India

Abstract: With more and more industries becoming reliant on fasteners industry for goods, competition is on elevation among businesses within fasteners industry. The principal aim of this paper is to probe the role of 4c's of marketing mix, i.e., consumer needs, communication, cost and convenience in predicting trust as a factor and further investigate impact of trust on brand loyalty in fasteners industry. A sample size of 220 respondents was acquired for the study. PLS-SEM approach was employed to examine the research framework along with bootstrapping approach to test the fabricated hypotheses. As per the findings, all the 4c's of marketing positively influenced and predicted trust. Trust had a strong and positive influence on brand loyalty. All the hypotheses constructed were supported as per bootstrapping approach.

Keywords: communication; convenience; cost; commitment; corporate image; trust; brand loyalty; fastener's industry.

DOI: 10.1504/IJPSPM.2020.110131

International Journal of Public Sector Performance Management, 2020 Vol.6 No.5, pp.587 - 604

Received: 13 Mar 2019
Accepted: 10 May 2019
Published online: 07 Oct 2020 *

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