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首页> 外文会议>International Conference on Economics Education, Economics, Business and Management, Accounting and Entrepreneurship >The Relationship between Brand Experience, Customer Satisfaction and Customer Loyalty: Brand Trust as The Intervening Variable
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The Relationship between Brand Experience, Customer Satisfaction and Customer Loyalty: Brand Trust as The Intervening Variable

机译：品牌经验，客户满意度与客户忠诚度之间的关系：品牌信任作为中间变量

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This study examines the influence of brand experiende and customer satisfaction on customer loyalty through brand trust as an intervening variable. This study was conducted to 166 customers of PT Bank Rakyat Indonesia (Persero) Tbk as the samples. We employed Structural Equation Modeling (SEM) by using AMOS 24 as the data analysis software package. The results showed that brand experience and customer satisfaction have a positive and significant effect on brand trust. Brand trust and brand experience have a positive and significant effect on customer loyalty. However, the result found that brand experience has no significant direct effect on customer satisfaction. Customer satisfaction also has insignificant impact on customer loyalty. Furthermore, some limitations and future study are discussed.
机译：本研究探讨了品牌实验和客户满意对客户忠诚度的影响，通过品牌信任作为一个干预变量。这项研究是在PT Bank Rakyat Indonesia（Persero）TBK的166顾客作为样品。我们使用AMOS 24作为数据分析软件包使用结构方程建模（SEM）。结果表明，品牌经验和客户满意对品牌信托具有积极和重大影响。品牌信托和品牌经验对客户忠诚度具有积极和重大影响。然而，结果发现品牌经验对客户满意度没有显着直接影响。客户满意度也对客户忠诚的影响微不足道。此外，讨论了一些局限性和未来的研究。

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