KLI

Mediating Role of Consumer Satisfaction on the Relationship Between Consumer-based Brand Equity and Brand Loyalty

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Abstract
Customer satisfaction and brand loyalty have been addressed as marketing goals for many companies. Many researches have found that satisfaction has a significant favorable impact on brand royalty and a true repurchase behavior of the same brand to long term business profits. Therefore, my study investigated the impact of customer satisfaction on brand loyalty.
My study aims to investigate the mediating effect of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry.
By surveying 200 hotel customers, respondents, the author tried to give an empirical study to the literature. The data were analyzed by using SPSS and structural equation modeling (SEM) method via AMOS, all hypotheses in the proposed model were tested. The model fit indices are as follows: Chi-square=107.061; df=103; p value=.372; GFI=.996; AGFI=.926; RMR=.049; NFI=907; IFI=1.011; TLI=1.015; CFI=1.000; RMSEA=.000. These indexes suggest that the model is acceptable.
Based on the findings, managerial implications and directions for future research are also proposed in this study.
Author(s)
라마노프 안바르
Issued Date
2017
Awarded Date
2018-02
Type
Dissertation
URI
https://oak.ulsan.ac.kr/handle/2021.oak/6257
http://ulsan.dcollection.net/common/orgView/200000008607
Affiliation
울산대학교
Department
경영대학원 경영학
Advisor
Professor Doyle Kim
Degree
Master
Publisher
울산대학교 경영대학원 경영학
Language
eng
Rights
울산대학교 논문은 저작권에 의해 보호받습니다.
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Business > Business Administration
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