دور تجربة العلامة التجارية و رضا الزبائن في تحديد الوفاء للعلامة في قطاع خدمات الاتصالات في السودان : دراسة حالة زبائن العلامة ZAIN

الملخص EN

The purpose of this article is to study the direct and indirect relationship between brand experience and brand loyalty.

The authors propose that the relationship is mediated by customer satisfaction.

A survey-based quantitative approach was conducted on 200 Zain brand customer’s of Soudan.

The data are, then, analyzed using structural equation modeling.

The results reveal that brand experience has a direct effect on customer satisfaction and brand loyalty, Furthermore, customer satisfaction had direct effects on brand loyalty.

The research, then, confirms the mediation effect of customer satisfaction on the effect of brand experience on the path to customer brand loyalty