Evaluating the Effect of Consumer-Brand Relationships on Brand Loyalty in Technology-Mediated Services (Case study: Digikala Online Store)

In this research, the effect of consumer-brand relationships on brand loyalty in technology-mediated services in Digikala Online Store is evaluated and conducted. This research is an applied research, the method is descriptive-survey, it is also considered as a correlation research. The statistical population of the research is including all employees of social security organization in Tehran who have been used Digikala services at least one time and they are include 1135 people. By using Krejcie-Morgan table, the study sample is obtained 291 people. To collect data, standard questionnaire is used that was extracted, translated and slightly modified adapt to the case study. Cronbach's alpha test is used to determine the reliability of the questionnaire and for inferential analysis, SPSS and LISREL software is used to confirm or reject hypotheses. The results of data analysis indicate that trust has positive and significant impact on customer satisfaction and customer commitment. Also, the results showed that customer satisfaction has had positive and significant impact on customer commitment. Positive and significant impact of customer satisfaction on behavioral intentions has been approved. But, the impact of customer satisfaction on price tolerance was not significant; therefore, the fifth hypothesis of the research is rejected. Moreover, findings showed that customer commitment has positive and significant impact on behavioral intentions and price tolerance. Finally, suggestions related to the research findings were presented.