Factors influencing brand loyalty: the mediating effect of brand satisfaction and trust

• Autorzy: Khowjoy Kritchai , Petmee Piyawan , Phakamach Vipavadee , Sriplang Nantakan , Kaewsrem Suparat , Chayomchai Ampol

Identyfikatory

DOI

10.17512/pjms.2023.27.2.09

Warianty tytułu

PL

Czynniki wpływające na lojalność marki: pośredniczy efekt satysfakcji i zaufania do marki

• Języki publikacji: EN

Abstrakty

EN

This study aimed to study key brand factors affecting brand loyalty among Thai consumers, including brand experience, brand value, brand satisfaction and brand trust. It also aimed to investigate the mediating effects of brand satisfaction and brand trust on the influential relationship between brand experience, brand value, and brand loyalty. The sample size of the study was 599 people. The test statistics of the study used descriptive statistics and reference statistics by choosing to analyze the structural equation model. The study found no direct effect of brand experience on brand loyalty. The mediating effect analysis of brand satisfaction and brand trust revealed that both variables had a greater indirect effect than a direct effect on the influence path between brand experience and brand loyalty and the influence path between brand value and brand Loyalty. The researchers suggest that marketers and business executives of branded food products should adopt a brand-focused strategy focusing on brand experience, brand value, brand satisfaction, brand trust and brand loyalty. In particular, brand satisfaction and brand trust can influence other factors to build better brand loyalty. The novelty of the study is that it clearly proves that brand satisfaction and brand trust are key factors that significantly increase the indirect effects between brand experience, brand value and brand loyalty in Thai consumers.

PL

Badanie to miało na celu zbadanie kluczowych czynników wpływających na lojalność wobec marki wśród tajlandzkich konsumentów, w tym doświadczenie marki, wartość marki, zadowolenie z marki i zaufanie do marki. Jego celem było również zbadanie pośredniczącego wpływu zadowolenia z marki i zaufania do marki na wpływowy związek między doświadczeniem marki, wartością marki i lojalnością wobec marki. Wielkość próby badawczej wynosiła 599 osób. Statystyki testowe badania wykorzystywały statystyki opisowe i statystyki referencyjne, wybierając analizę modelu równań strukturalnych. Badanie nie wykazało bezpośredniego wpływu doświadczenia marki na lojalność wobec marki. Jeśli chodzi o wyniki innych ścieżek efektów bezpośrednich, stwierdzono, że wszystkie ścieżki miały znaczący bezpośredni wpływ między zmiennymi niezależnymi a zmiennymi zależnymi w modelu równań strukturalnych. Analiza efektu pośredniczącego satysfakcji z marki i zaufania do marki wykazała, że obie zmienne miały większy wpływ pośredni niż bezpośredni na ścieżkę wpływu między doświadczeniem marki a lojalnością wobec marki oraz ścieżkę wpływu między wartością marki a lojalnością wobec marki. Naukowcy sugerują, że marketerzy i dyrektorzy biznesowi markowych produktów spożywczych powinni przyjąć strategię skoncentrowaną na marce, skupiającą się na doświadczeniu marki, wartości marki, zadowoleniu z marki, zaufaniu do marki i lojalności wobec marki. W szczególności zadowolenie z marki i zaufanie do marki mogą wpływać na inne czynniki w celu budowania lepszej lojalności wobec marki. Nowością badania jest to, że wyraźnie dowodzi, że satysfakcja z marki i zaufanie do marki są kluczowymi czynnikami, które znacznie zwiększają pośrednie efekty między doświadczeniem marki, wartością marki i lojalnością wobec niej u tajlandzkich konsumentów.

Słowa kluczowe

EN

brand loyalty; brand value; brand satisfaction; brand trust

PL

lojalność wobec marki; doświadczenie marki; wartość marki; satysfakcja z marki; zaufanie do marki

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2023
• Tom: Vol. 27, No. 2
• Strony: 136--154
• Opis fizyczny: Bibliogr. 45 poz., rys., tab.

Twórcy

autor

Khowjoy Kritchai

• MBA, Phetchabun Rajabhat University, Faculty of Management Science, Thailand

• https://orcid.org/0009-0006-9961-9365

autor

Petmee Piyawan

• Phetchabun Rajabhat University, Faculty of Management Science, Thailand

• https://orcid.org/0009-0002-6779-7926

autor

Phakamach Vipavadee

• Phetchabun Rajabhat University, Faculty of Management Science, Thailand

• https://orcid.org/0009-0001-9661-7229

autor

Sriplang Nantakan

• Phetchabun Rajabhat University, Faculty of Management Science, Thailand

• https://orcid.org/0009-0001-8324-3651

autor

Kaewsrem Suparat

• Phetchabun Rajabhat University, Faculty of Management Science, Thailand

• https://orcid.org/0009-0009-4647-167X

autor

Chayomchai Ampol

• Phetchabun Rajabhat University, Faculty of Management Science, Thailand

• https://orcid.org/0000-0003-0179-6728

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).