Page 12 - rohana_journal_No_13-2020-PRINT_03_of_03 -edit-2023_07-corre

Research Journal of the University of Ruhuna, Sri Lanka- Rohana 13, 2021

Results & Discussion

The results reveal that when brand image & complaint satisfaction are used as
predictors, it is revealed that brand image explains around 35% variation, while

complaint satisfaction explains around 36% variation in the dependent variable,
attitudinal loyalty. When the same predictors were used to explain behavioural

loyalty it is observed that brand image explains around 48% and complaint

satisfaction explains around 22%. Refer to Table 6 and Figure 2 for more details.

Table 6: Total Effects

Attitudinal Behavioral Brand Complaint
Loyalty Loyalty Image Satisfaction
Brand Image 0.349 0.477
Cog Ease in Complaining 0.263 0.285 0.471 0.274

Complaint Satisfaction 0.359 0.221
Phy Ease in Complaining 0.228 0.219 0.300 0.345
Source: Survey Data, 2018

Figure 2: Path Coefficients

viii