Mediating Roles of Customer Satisfaction and Customer Trust in Building Brand Loyalty. An Empirical Study in Pakistan
Baig, S. A., Zia-Ur-Rehman, M., Javed, E., Aslam, T., & Shafique, A. (2015). Mediating roles of customer satisfaction and customer trust in building brand loyalty. An empirical study in Pakistan. Business Management Dynamics, 4(10), 1.
Posted: 20 May 2020
Date Written: April 1, 2015
Abstract
This study explores the area of brand loyalty in Pakistan. The study was exploratory and quantitative in nature. Brand loyalty in Pakistan was studied with predictor’s e-loyalty, brand image, self-congruity, and sales promotion with customer satisfaction and customer trust as mediators. The sample space of the study was 150 (n=150). Multiple serial mediation regression method was used to compute the results of the surveyed data. The conclusions drawn from the data shows that e-loyalty, brand image, self-congruity, and sales promotion satisfies customer which in result built the trust of the customer over a brand. The trust finally plays it role in retaining the loyal customers.
Keywords: E-loyalty, Brand Image, Self-congruity, Sales promotion, Customer Satisfaction, Customer trust, Serial Multiple Mediation, Brand loyalt
JEL Classification: M31
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