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Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty

The main objective of this research is to determine the relationship between customer satisfaction, brand trust and customer brand loyalty among students who own computer. The data was collected from 201 students in Universiti Utara Malaysia through a self-administered questionnaire. The data was an...

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Main Author: Khadijah, Kamisan
Format: Thesis
Language:English
English
Published: 2010
Subjects:
HF5415.33 Consumer Behavior.
Online Access:http://etd.uum.edu.my/2242/1/Khadijah_Kamisan.pdf
http://etd.uum.edu.my/2242/2/1.Khadijah_Kamisan.pdf
http://etd.uum.edu.my/2242/
http://lintas.uum.edu.my:8080/elmu/index.jsp?module=webopac-l&action=fullDisplayRetriever.jsp&szMaterialNo=0000758896
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record_format eprints
spelling my.uum.etd.22422013-07-24T12:15:04Z http://etd.uum.edu.my/2242/ Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty Khadijah, Kamisan HF5415.33 Consumer Behavior. The main objective of this research is to determine the relationship between customer satisfaction, brand trust and customer brand loyalty among students who own computer. The data was collected from 201 students in Universiti Utara Malaysia through a self-administered questionnaire. The data was analysed using the Correlation and Regression test. The results show that there is a positive and significant relationship between both the independant variables, namely customer satisfaction and brand trust to customer brand loyalty. The more satisfied the customers with the brand they experience, the more loyal they are towards the brand. In addition, the more the customers trust the brand they are experiencing, the more loyal they tend to be towards the brand. The results also indicate that customer satisfaction contributed more significantly to the customer brand loyalty compared to brand trust. 2010-04 Thesis NonPeerReviewed application/pdf en http://etd.uum.edu.my/2242/1/Khadijah_Kamisan.pdf application/pdf en http://etd.uum.edu.my/2242/2/1.Khadijah_Kamisan.pdf Khadijah, Kamisan (2010) Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty. Masters thesis, Universiti Utara Malaysia. http://lintas.uum.edu.my:8080/elmu/index.jsp?module=webopac-l&action=fullDisplayRetriever.jsp&szMaterialNo=0000758896
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Khadijah, Kamisan
Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
description The main objective of this research is to determine the relationship between customer satisfaction, brand trust and customer brand loyalty among students who own computer. The data was collected from 201 students in Universiti Utara Malaysia through a self-administered questionnaire. The data was analysed using the Correlation and Regression test. The results show that there is a positive and significant relationship between both the independant variables, namely customer satisfaction and brand trust to customer brand loyalty. The more satisfied the customers with the brand they experience, the more loyal they are towards the brand. In addition, the more the customers trust the brand they are experiencing, the more loyal they tend to be towards the brand. The results also indicate that customer satisfaction contributed more significantly to the customer brand loyalty compared to brand trust.
format Thesis
author Khadijah, Kamisan
author_facet Khadijah, Kamisan
author_sort Khadijah, Kamisan
title Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
title_short Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
title_full Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
title_fullStr Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
title_full_unstemmed Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
title_sort relationship between customer satisfaction, brand trust and customer brand loyalty
publishDate 2010
url http://etd.uum.edu.my/2242/1/Khadijah_Kamisan.pdf
http://etd.uum.edu.my/2242/2/1.Khadijah_Kamisan.pdf
http://etd.uum.edu.my/2242/
http://lintas.uum.edu.my:8080/elmu/index.jsp?module=webopac-l&action=fullDisplayRetriever.jsp&szMaterialNo=0000758896
_version_ 1644276634204766208
score 13.211869

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