The Relationship between Brand Experience, Customer Satisfaction and Customer Loyalty: Brand Trust as The Intervening Variable

被引：0
|
作者：
Yuliyasti, Rahmi [1 ]
Masdupi, Erni [2 ]
Abror, Abror [2 ]
机构：
[1] Univ Negeri Padang, Fac Econ, Padang, Indonesia
[2] Univ Negeri Padang, Fac Econ, Dept Management, Padang, Indonesia
来源：
PROCEEDINGS OF THE FIRST PADANG INTERNATIONAL CONFERENCE ON ECONOMICS EDUCATION, ECONOMICS, BUSINESS AND MANAGEMENT, ACCOUNTING AND ENTREPRENEURSHIP (PICEEBA 2018) | 2018年 / 57卷
关键词：
brand experience; customer satisfaction; and brand trust;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study examines the influence of brand experiende and customer satisfaction on customer loyalty through brand trust as an intervening variable. This study was conducted to 166 customers of PT Bank Rakyat Indonesia (Persero) Tbk as the samples. We employed Structural Equation Modeling (SEM) by using AMOS 24 as the data analysis software package. The results showed that brand experience and customer satisfaction have a positive and significant effect on brand trust. Brand trust and brand experience have a positive and significant effect on customer loyalty. However, the result found that brand experience has no significant direct effect on customer satisfaction. Customer satisfaction also has insignificant impact on customer loyalty. Furthermore, some limitations and future study are discussed
引用
收藏
页码：366 / 374
页数：9
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