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The Relationship between Brand Experience, Customer Satisfaction and Customer Loyalty: Brand Trust as The Intervening Variable
| Content Provider | Semantic Scholar |
|---|---|
| Author | Yuliyasti, Rahmi Masdupi, Erni Abror, Abror |
| Copyright Year | 2018 |
| Abstract | 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 |
| File Format | PDF HTM / HTML |
| DOI | 10.2991/piceeba-18.2018.68 |
| Alternate Webpage(s) | https://download.atlantis-press.com/article/25902699.pdf |
| Alternate Webpage(s) | https://doi.org/10.2991/piceeba-18.2018.68 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
