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

DOI

10.2991/piceeba-18.2018.68How to use a DOI?

Keywords

brand experience, customer satisfaction, brand trust

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

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Rahmi Yuliyasti
AU  - Erni Masdupi
AU  - Abror Abror
PY  - 2018/07
DA  - 2018/07
TI  - The Relationship between Brand Experience, Customer Satisfaction and Customer Loyalty: Brand Trust as The Intervening Variable
BT  - Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
PB  - Atlantis Press
SP  - 532
EP  - 540
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-18.2018.68
DO  - 10.2991/piceeba-18.2018.68
ID  - Yuliyasti2018/07
ER  -