Intermediary Role of Brand Trust in the Relationship between Customer Satisfaction and Customer Loyalty
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Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Customer satisfaction, defined as the adequacy between the expectations of the customers beforethe purchasing activity and all that is acquired after the purchasing activity, represents a very important conceptfor businesses. The first step in the formation of customer satisfaction is the correct identification of requestsand needs by businesses. Businesses that correctly identify their target audience aim to provide customersatisfaction with the action plan they will develop. Nowadays, the most important problem faced by businessesis the steady decline of loyal customers. Increasing competition and price advantages are the most importantfactors that trigger this problem. However, customer satisfaction alone is not enough to ensure customerloyalty. Consumers' confidence in the brands that produce the goods and services they demand is of greatimportance in increasing brand loyalty. This study focused on the intermediary role of trust in the relationshipbetween customer satisfaction and customer loyalty. The aim of this study is to provide the perspective thattrust in the brand will form a more dominant loyalty when combined with customer satisfaction for themarketing researchers studying customer loyalty. For this reason, the effect of customer satisfaction oncustomer loyalty was initially examined and then a comparative assessment was made by adding theintermediary role of trust in the brand. According to the results obtained from the participants using the samesmart phone in their previous choice, it is observed that trust in the brand plays an intermediary role in theeffect of customer satisfaction on customer loyalty. In order to determine the variables used in the study,explanatory and confirmatory factor analyzes were conducted and structural equation model was used to testthe hypotheses.
Açıklama
Anahtar Kelimeler
İşletme
Kaynak
Turkish Studies - Economics, Finance, Politics
WoS Q Değeri
Scopus Q Değeri
Cilt
15
Sayı
1
