文章基本信息

标题：Brand Loyalty at Chain Hotel in Denpasar
本地全文：下载
作者：I Made Bayu Wisnawa ; I Made Antara ; I Komang Gede Bendesa 等
期刊名称：E-J. of Tourism
印刷版ISSN：2541-0857
电子版ISSN：2407-392X
出版年度：2018
卷号：5
期号：1
页码：1-8
DOI：10.24922/eot.v5i1.36666
语种：English
出版社：E-J. of Tourism
摘要：Purposes of this research are: (i) to find out the influence of brand image toward customer satisfaction (ii) to find out the influence of customer satisfaction toward brand loyalty (iii) to find out the influence of brand image toward brand loyalty and (iv) to find out the role of customer satisfaction as a mediating variable between brand image and brand loyalty.Structural Equation Modelling (SEM) was developed to answer the research problems.The number of respondent was 150 which was collected through offline and online self-administered questionnaire.There were 13 indicators used to measure each construct.The results show that (i) brand image positively and significanly influence customer satisfaction,(ii) customer satisfaction positively and significantly influenced brand loyalty,(iii) brand image did not influence brand loyalty,and (iv) customer satisfaction did not mediate the relationship between brand image toward brand loyalty.
关键词：brand image;customer satisfaction;brand loyalty