The Effect of Consumer-Based Brand Equity on Customer Satisfaction and Brand Loyalty in the Coffee Bean &amp; Tea Leaf or Maxx Coffee

Saputra, Doddy Mulyadi; Indarini,; Margaretha, Silvia

doi:10.2991/aebmr.k.200127.060

Cited by 8 publications

(11 citation statements)

References 11 publications

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“…Customer satisfaction can affect brand loyalty. 25 Research of Soleh et al (2021), shows customer Satisfaction can influence on brand loyalty positively 26 Research of Javed et al (2021), the findings of this study also validate that customer satisfaction has a significant effect on brand loyalty. 27 Research results of Lee ( 2019), found customer satisfaction can positive significant influence on brand loyalty.…”

Section: Customer Satisfactionsupporting

confidence: 68%

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Analysis Of Factors Affecting Brand Loyalty On Cosmetic Products In Batam

Putra¹,

Pane²

2022

International Journal of Social Science and Religion (IJSSR)

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This study aims to determine the effect of service quality, brand identification, convenience, trustworthiness, and product quality on brand loyalty by mediating consumer satisfaction on cosmetic products in Batam City. The technique of collecting data is by means of a survey using a questionnaire. The data collected were 330 respondents consisting of women who use cosmetics and live in Batam. The research methodology used is quantitative research methodology and Structural Equation Model analysis method using Smart Partial Least System 3. The results of this study find that service quality and brand identification have a significant positive effect on consumer satisfaction. Convenience, trust, and product quality have no effect on consumer satisfaction. The consumer satisfaction variable has a significant negative effect on brand loyalty.

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Section: Customer Satisfactionsupporting

confidence: 68%

“…12 Research of , obtained the results that influence variable brand identification on customer satisfaction is nothing. 13 Based on previously research above. The hypothesis: H2 : Brand identification has no signification effect on customer satisfaction.…”

Section: Brand Indentificationmentioning

confidence: 99%

Analysis Of Factors Affecting Brand Loyalty On Cosmetic Products In Batam

Putra¹,

Pane²

2022

International Journal of Social Science and Religion (IJSSR)

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“…Oliver (1981, p. 25) defined CS as “the summary psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with the consumer’s prior feelings about the consumption experience.” Additionally, Fornell (1992) stipulated that when customers buy goods or services, they tend to shape their attitudes based on that experience. The literature has stressed a number of factors that lead to CL, of which CS is a key one (Saleem et al , 2017; Leninkumar, 2017; Rambocas et al , 2018; Omoregie et al , 2019; Hoang, 2019; Ledikwe et al , 2019; Indarini and Margaretha, 2020; Kataria and Saini, 2020). CL was defined by Lam et al (2004, p. 307) as the repeated preference and support to a certain service provider: “Satisfied customers appear to be willing to repeat patronizing the service provider and also to recommend the provider to other customers”.…”

Section: Model and Hypotheses Developmentmentioning

confidence: 99%

“…Kataria and Saini (2020) concluded that CS has a positive and substantial effect on BL for oral care products in India, with full CS mediation between lifestyle congruence and brand trust to BL. Recently, Saputra and Margaretha (2020) investigated the influence of CBBE elements on CS and CL. They found that lifestyle, ideal self-congruence, physical quality and staff behavior significantly affect CS.…”

Section: Airline Brand Equitymentioning

confidence: 99%

“…Some studies sustain that CS is a precursor of BE, as it can affect the value of a brand in different industries, such as banking and discount stores (Ha et al, 2010;Iglesias et al, 2020), B2B (Geigenmüller and Bettis-Outland, 2012), life insurance (Hsu, 2012), wine (Nella and Christou, 2014) and higher education (Dennis et al, 2016). Other studies claim satisfaction to be an outcome, as BE can elevate the degrees of gratification resulting from consumption (Tanveer and Lodhi, 2016;Rambocas et al, 2018;Kamath et al, 2019;Indarini and Margaretha, 2020). Aaker (1991) perceived CL as a component of BE and Zameer et al (2019) support this argument.…”

Section: Airline Brand Equitymentioning

confidence: 99%

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Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective

Mahadin

ELSamen

El‐Adly

2022

IJOA

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Purpose This study aims to examine the roles of advertising (ADV) and sales promotion (SP) in creating airline brand equity (BE) in the UAE, and to test the mediational effect of customer perceived value on the proposed relationships. Additionally, the study examines the outcomes of airline BE (i.e. trust, satisfaction and loyalty). Design/methodology/approach A structured and self-administered survey was used targeting 234 passengers, from which 197 were valid for the analysis. Exploratory and confirmatory factor analyses were used to assess the research constructs unidimensionality, validity and composite reliability. Findings The empirical findings support the direct relationship between ADV and BE. Perceived value fully mediates the effect of SP on BE. In addition, BE positively affects trust, satisfaction and loyalty. Research limitations/implications Future research could investigate BE and perceived value as multidimensional constructs. Additionally, future research should expand the effect of other variables such as airline type, airline class and other marketing mix elements. Practical implications The findings from this research highlight the importance of both ADV and sale promotion in enhancing airline BE, and the pivotal role of perceived value. Originality/value The originality of this research is highlighted in conceptualizing a parsimonious model of the preceding constructs (i.e. ADV, SP, customer perceived quality) and subsequent constructs of BE (i.e. customer trust, customer satisfaction, customer loyalty), which has never been investigated collectively in one model in the literature particularly in the airline’ context of emerging economies such as UAE.

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Investigating the Relationship Between Brand Equity and Customer Loyalty the Moderating Effect of Customer Satisfaction in the Telecom Industry

Desta,

Amantie

2024

IJBER

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The study explores the connection between brand equity and customer loyalty in the telecom industry. It specifically examines how customer satisfaction plays a moderating role in this relationship. The research employed structural equation modeling and involved 386 Ethio telecom customers. Several aspects were evaluated, including reliability, convergent validity, and sample adequacy. The study's findings highlight a strong positive correlation between brand equity and customer loyalty within the telecom industry. Factors such as positive brand image, perceived quality, brand awareness, and brand associations were found to have significant influences on customer loyalty. Furthermore, customer satisfaction was identified as a moderator, enhancing the positive impact of brand equity on loyalty. Based on the results, the study emphasizes the importance of brand equity and customer satisfaction in fostering loyalty in the telecom industry. It suggests that telecom companies should invest in building a strong brand image, improving perceived quality, increasing brand awareness, and cultivating favorable brand associations. Policymakers and regulators are also encouraged to create a competitive telecom market that promotes innovation, high-quality service delivery, and reasonable pricing. The practical implications of these findings are significant for the industry. They underscore the need for strong brand equity strategies and the delivery of exceptional customer experiences. By prioritizing these aspects, telecom companies can enhance customer loyalty and gain a competitive advantage in the market.

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The Effect of Consumer-Based Brand Equity on Customer Satisfaction and Brand Loyalty in the Coffee Bean & Tea Leaf or Maxx Coffee

Cited by 8 publications

References 11 publications

Analysis Of Factors Affecting Brand Loyalty On Cosmetic Products In Batam

Analysis Of Factors Affecting Brand Loyalty On Cosmetic Products In Batam

Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective

Investigating the Relationship Between Brand Equity and Customer Loyalty the Moderating Effect of Customer Satisfaction in the Telecom Industry

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