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The influence of customer satisfaction, brand trust and brand image towards customer loyalty

Customer loyalty always become the important concern in the business organization. The main purpose of this study is to examine the influence of customer satisfactions, brand trust and brand image towards customer loyalty. This study focused on branded computer product industry. The main problem in...

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Main Author: Nurul Sakinah, Azizan
Format: Thesis
Language:English
English
English
Published: 2019
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/8246/1/s823145_01.pdf
https://etd.uum.edu.my/8246/2/s823145_02.pdf
https://etd.uum.edu.my/8246/3/s823145_references.docx
https://etd.uum.edu.my/8246/
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spelling my.uum.etd.82462022-04-13T03:20:26Z https://etd.uum.edu.my/8246/ The influence of customer satisfaction, brand trust and brand image towards customer loyalty Nurul Sakinah, Azizan HF5415.33 Consumer Behavior. Customer loyalty always become the important concern in the business organization. The main purpose of this study is to examine the influence of customer satisfactions, brand trust and brand image towards customer loyalty. This study focused on branded computer product industry. The main problem in the industry is high competitiveness. It make it hard for the manufacturer to obtain customer loyalty because of the market competitiveness. Literature review regarding computer industry in Malaysia and all items in independent and dependent variables has been discussed in order to provide better understanding regarding past, present, and future needs in study area. The indepth review of literature has led to the establishment of a research framework focused on examining the influence of customer satisfactions, brand trust and brand image towards customer loyalty. In this regard, an online survey using Google forms was conducted among post-graduate students under School of Business Management, Universiti Utara Malaysia. There are 269 students participated in the survey. The data collected through Google forms consist of six parts were analysed using SPSS. The results showed that customer satisfaction, brand trust and brand image have positive and significant influence towards customer loyalty. In last chapter, the discussion and explanation on limitation, theoretical and practical implications, limitations, direction for future research. This study proved that long term success and sustainable reputation of branded computer product company, depended on customer loyalty. The study recommends fulfilling customer expectation is the main priority to retain and enhance customer loyalty. 2019 Thesis NonPeerReviewed text en https://etd.uum.edu.my/8246/1/s823145_01.pdf text en https://etd.uum.edu.my/8246/2/s823145_02.pdf text en https://etd.uum.edu.my/8246/3/s823145_references.docx Nurul Sakinah, Azizan (2019) The influence of customer satisfaction, brand trust and brand image towards customer loyalty. Masters thesis, Universiti Utara Malaysia.
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
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Nurul Sakinah, Azizan
The influence of customer satisfaction, brand trust and brand image towards customer loyalty
description Customer loyalty always become the important concern in the business organization. The main purpose of this study is to examine the influence of customer satisfactions, brand trust and brand image towards customer loyalty. This study focused on branded computer product industry. The main problem in the industry is high competitiveness. It make it hard for the manufacturer to obtain customer loyalty because of the market competitiveness. Literature review regarding computer industry in Malaysia and all items in independent and dependent variables has been discussed in order to provide better understanding regarding past, present, and future needs in study area. The indepth review of literature has led to the establishment of a research framework focused on examining the influence of customer satisfactions, brand trust and brand image towards customer loyalty. In this regard, an online survey using Google forms was conducted among post-graduate students under School of Business Management, Universiti Utara Malaysia. There are 269 students participated in the survey. The data collected through Google forms consist of six parts were analysed using SPSS. The results showed that customer satisfaction, brand trust and brand image have positive and significant influence towards customer loyalty. In last chapter, the discussion and explanation on limitation, theoretical and practical implications, limitations, direction for future research. This study proved that long term success and sustainable reputation of branded computer product company, depended on customer loyalty. The study recommends fulfilling customer expectation is the main priority to retain and enhance customer loyalty.
format Thesis
author Nurul Sakinah, Azizan
author_facet Nurul Sakinah, Azizan
author_sort Nurul Sakinah, Azizan
title The influence of customer satisfaction, brand trust and brand image towards customer loyalty
title_short The influence of customer satisfaction, brand trust and brand image towards customer loyalty
title_full The influence of customer satisfaction, brand trust and brand image towards customer loyalty
title_fullStr The influence of customer satisfaction, brand trust and brand image towards customer loyalty
title_full_unstemmed The influence of customer satisfaction, brand trust and brand image towards customer loyalty
title_sort influence of customer satisfaction, brand trust and brand image towards customer loyalty
publishDate 2019
url https://etd.uum.edu.my/8246/1/s823145_01.pdf
https://etd.uum.edu.my/8246/2/s823145_02.pdf
https://etd.uum.edu.my/8246/3/s823145_references.docx
https://etd.uum.edu.my/8246/
_version_ 1731228152408047616
score 13.211869

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