Article2012

THE RELATIONSHIP BETWEEN BRAND TRUST, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY (EVIDENCE FROM AUTOMOBILE SECTOR OF PAKISTAN)

Talat Mahmood Kiyani · M R Niazi · Rashda Niazi

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

The study is based on a sample of automobile users in twin cities of Pakistan. The results reveal that both the independent variables customer satisfaction and brand trust have a significant positive impact on customer loyalty. However customer satisfaction is the most important aspects of customer loyalty beside other variables in automobile sector of Pakistan. Therefore companies must focus on a more comprehensive approach towards relationship marketing that includes customer satisfaction, which will result in retaining current customers and generation of positive word of mouth. The purpose of the present study is to examine the effect of brand trust and customer satisfaction on customer loyalty. Data were collected through self-administered

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1995AFFECT- AND COGNITION-BASED TRUST AS FOUNDATIONS FOR INTERPERSONAL COOPERATION IN ORGANIZATIONS.1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2010Satisfaction: a behavioral perspective on the consumer 2002Consumer Trust, Value, and Loyalty in Relational Exchanges 2001Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics 1995Measuring customer‐based brand equity

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2019The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention 2016How Brand Trust is Influenced by Perceived Value and Service Quality: Mediated by Hotel Customer Satisfaction

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