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Jessica Antonios

DBA Graduate - 2016

Thesis title

Understanding the Effects of Customer Education on Customer Intention of Loyalty


Benoit Aubert

Areas of expertise

  • English as a Second Language (ESL)
  • Marketing Communication
  • Marketing
  • Psychology
  • Cognitive Psychology

Jessica Antonios Le Port is currently the chairperson of Marketing at AUST-Lebanon, and in 2007, she received a BA in Psychology from the Lebanese American University (LAU). She then traveled to Grenoble, France, and earned her MSc in Marketing from Grenoble Graduate School of Business (GGSB) in 2009 and then went on complete her Doctorate in Business Administration with a concentration in Marketing–Consumer Behavior from Grenoble Ecole de Management, France, in 2016.

Purpose The purpose of this research is to fill gaps in the literature related to cognitive-behavioral approach to customer education, customer expertise and loyalty, as well as revealing new mechanisms to understanding and quantitatively measuring both and how they result in increased customer intention of loyalty through metacognitive mechanisms that align with the cognitive-behavioral approach.Design/Methodology/Approach An empirical study, from a post-purchase, context was conducted to test the impact of customer education and expertise on loyalty from a cognitive-behavioral perspective. Existing scales were adapted and a structural model was conducted to test the proposed hypotheses within the context. Further, experimental work was done via online surveys administered to a sample of MacBook users residing in Lebanon. Findings This study showed the adaptations in the originally proposed model, and revealed the existence of two independent variables: customer education and customer expertise. Other results include the bi-dimensionality of customer education, along side the impact of the mediating variables and their impact on Loyalty. This shows that customer education contributes to an increase in basic computer self-efficacy, which in turn leads to loyalty after increased satisfaction. It also highlights how education increases self-awareness and then loyalty as an outcome. The results also show the importance of customer expertise as an independent variable, which is crucial to the understanding of the relationships leading to loyalty from a metacognitive angel.Research Limitations/Implications This study contributes to the literature on customer education and customer expertise from a cognitive-behavioral perspective in a local and product-specific context. Other cognitive-behavioral mechanisms that lead to loyalty were also studied. Furthermore, this study has lead to the identification of customer expertise as an independent variable affecting metacognitive factors leading to loyalty. In terms of limitations, this study should be expanded beyond its current local scope and brand-specific framework. Moreover, different metacognitive variables and their impact on loyalty can be tested to see the depth of the full scope. Practical Implications The findings offer additional insight at how companies can achieve customer loyalty through education and expertise. Moreover, this study contributes new insight revealing that self-awareness is a metacognitive antecedent to loyalty. All of those implications aid in shedding light on the study of loyalty as a key indicator of current and future company performance, progress, and achievement; and the drivers leading to it. Key Words Customer Education – Metacognition - Learned-Resourcefulness – Satisfaction - Loyalty