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

generalizability of the findings, due to the sample of the current study is selected

using non-random methods and limited to youth.

Table 8: Specific Indirect Effects

b SD t-Value p-Value

Cognitive Ease in Complaining -> Brand 0.253 0.086 2.953 0.003
Image -> Attitudinal Loyalty

Cognitive Ease in Complaining -> 0.135 0.06 2.258 0.024
Complaint Satisfaction -> Attitudinal
Loyalty

Physical Ease in Complaining -> Brand 0.161 0.06 2.678 0.008
Image -> Attitudinal Loyalty

Physical Ease in Complaining -> Complaint 0.213 0.071 3.018 0.003
Satisfaction -> Attitudinal Loyalty
Cognitive Ease in Complaining -> Brand 0.409 0.105 3.895 0.000

Image -> Behavioral Loyalty
Cognitive Ease in Complaining -> 0.028 0.044 0.645 0.519

Complaint Satisfaction -> Behavioral
Loyalty
Physical Ease in Complaining -> Brand 0.26 0.07 3.738 0.000

Image -> Behavioral Loyalty
Physical Ease in Complaining -> Complaint 0.045 0.061 0.731 0.465

Satisfaction -> Behavioral Loyalty
Source: Survey Data, 2018.

References

Amron, A. (2018). The influence of brand image, brand trust, product quality, and

price on the consumer’s buying decision of MPV cars. European Scientific
Journal, 14(13), 228.

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