The Mediating Role of Customer Trust on Customer Loyalty
نویسندگان
چکیده
The review of the literature reveals various relationships between the constructs of social identity, customer trust, and customer loyalty. Such results lead to questioning the nature of the conceptual structure that would include these constructs as well as their interrelationships in a structural model. From this perspective, the purpose of this study is to evaluate the mediating role of customer trust on customer loyalty in presence of corporate social identity in the context of financial institutions. Using data collected from 1296 customers-members of credit unions, the results of this study help to legitimize the idea that customer trust intervenes as a mediating variable that enhances the impact of corporate identity, corporate image and the reputation of the firm on customer loyalty. The implications of the study are discussed from both the research and managerial perspectives.
منابع مشابه
Satisfaction towards Customer Loyalty in Auto-Mobile Industry of Pakistan
This study investigates the factors affecting the brand loyalty of the customers of Auto-mobile industry in region of Pakistan with the use of ECSI model. A well-organized structured questionnaire was distributed among the customers of Auto-mobile industry. The questionnaire was based on 5 Point likert-type scale. Results show that the customer expectations have a direct positive impact on perc...
متن کاملInvestigating the Effects of Brand Identity on Customer Loyalty from Social Identity Perspective
A key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. Researchers have recognized that brand identity plays a key role in brand management. The purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...
متن کاملTo be or not to be in social media: How brand loyalty is affected by social media?
There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based o...
متن کاملStrengthening customer loyalty through intimacy and passion: Roles of customer–firm affection and customer–staff relationships in services
This study extends the existing satisfaction–trust–loyalty paradigm to investigate how customers’ affectionate ties with firms (customer–firm affection)—in particular, the components of intimacy and passion—affect customer loyalty in services. In a bilevel model, the authors consider customer–staff and customer–firm interactions in parallel. Through a netnography study and survey research in tw...
متن کاملA Model for the Effects of Ethical Work Climate, Organizational Trust and Proactive Customer Services Performance: The Role of Perceived Politicizing in Organization’s Reward System
This research aims to investigate the effects of ethical work climate on organizational trust and proactive customer service performance while the mediating role of perceived politicizing in organization’s reward system is considered as well. Statistical population consisted of all employees of Pasargad Insurance Company. By applying random sampling method, 260 employees were selected. Data wer...
متن کامل