文章基本信息

标题：Investigating the effects of brand experience, trust, perception image and satisfaction on creating customer loyalty: A case study of laptop market
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作者：Samaneh Khalili ; Ahmad Rahchamani ; Masoumeh Sadat Abtahi 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2013
卷号：3
期号：9
页码：2381-2386
DOI：10.5267/j.msl.2013.08.031
出版社：Growing Science
摘要：This paper presents an empirical investigation on the effects of brand experience, trust, perception image and brand satisfaction on creating customer loyalty on Iranian laptop market. The proposed study of this paper prepares a questionnaire in Likert scale and distributes it among some university students in province of Qazvin, Iran. The implementation of structural equation modeling for the proposed study of this paper has been accomplished based on LISREL software. Cronbach alphas for experience, satisfaction, loyalty, trust and perception from brand are calculated as 0.71, 0.83, 0.76, 0.69 and 0.86, respectively and they validate the overall questionnaire. The results of the survey on testing various hypotheses indicate that brand experience has positive and meaningful relationship with brand satisfaction, trust, perception image and loyalty. In addition, satisfaction, perception image and trust have positive meaningful with brand loyalty.
关键词：Perception image; Brand experience; Brand image; Brand satisfaction