Evaluating the effect of dimensions of brand love, cost of change, brand experience and brand reputation on brand loyalty with the mediating role of brand satisfaction and brand trust
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Article Type:
Research/Original Article (بدون رتبه معتبر)
Abstract:

Customer loyalty is one of the main goals of marketing activities of any organization and different organizations seek to attract customer loyalty in various ways, so the purpose of this study is to evaluate the impact of brand love, change cost, perceived value, perceived service quality, Brand experience and brand reputation are based on brand loyalty with the mediating role of brand satisfaction and brand trust. The present study is applied in terms of purpose and is a descriptive research based on data collection method and correlational in terms of data analysis method. The statistical population of the present study includes all customers of Bank Mellat in Meshkinshahr, of which 268 people were selected as a statistical sample. A questionnaire was used to collect data. Structural equation modeling was used to test the research hypotheses. The results of data analysis showed that the quality of perceived customer service and brand experience indirectly have a positive effect on customer loyalty through customer satisfaction and customer trust. Also, perceived value through customer satisfaction and brand reputation through brand trust have an effect on customer loyalty. They are positive. Also, the hypothesis of the cost of brand change with brand loyalty was not confirmed. The results of lateral analysis showed that the variables of brand satisfaction, brand trust and brand loyalty are in good condition.

Language:
Persian
Published:
Scientific Journal of Cultural Leadership Studies, Volume:4 Issue: 4, 2023
Pages:
41 to 62
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