أثار الاتصال و صورة العلامة و متغيرات العلاقة على و فاء الزبائن : دراسة حالة زبائن العلامة دانون

الملخص EN

This article examines the effects of independents variables such as communication, brand image, brand experience, perceived quality and trust on customer loyalty through brand satisfaction.

Accordingly, this research aims at empirically examining the effects of customer loyalty in the context of physical goods brands.

Based on data collected of 301 brand customers Danone, the hypothesized structural model is tested using structural equation modeling.

The results show that, in addition to a direct effect, of independents variables have a positive and indirect effect on customer loyalty, through the mediator of customer satisfaction.

Existing research on these constructs is useful in explaining this result.

Some implications are provided and several avenues for further research are suggested on this study.