Investigating the effects of brand experience, trust, perception image and satisfaction on creating customer loyalty: A case study of laptop market

Abstract

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.