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Rashidi, Hassan, Agheli, Meysam, Tousizadeh, Sadegh, Mokhavarpour Zarinabad, Rahim. (1399). Factors affecting customer loyalty with the mediating role of emotional satisfaction and brand trust; Case study: Pasargad Insurance customers in Ilam Province. پژوهشنامه مدیریت اجرایی, 1(1), 31-44. doi: 10.22080/jimm.2020.19027.1004
Hassan Rashidi; Meysam Agheli; Sadegh Tousizadeh; Rahim Mokhavarpour Zarinabad. "Factors affecting customer loyalty with the mediating role of emotional satisfaction and brand trust; Case study: Pasargad Insurance customers in Ilam Province". پژوهشنامه مدیریت اجرایی, 1, 1, 1399, 31-44. doi: 10.22080/jimm.2020.19027.1004
Rashidi, Hassan, Agheli, Meysam, Tousizadeh, Sadegh, Mokhavarpour Zarinabad, Rahim. (1399). 'Factors affecting customer loyalty with the mediating role of emotional satisfaction and brand trust; Case study: Pasargad Insurance customers in Ilam Province', پژوهشنامه مدیریت اجرایی, 1(1), pp. 31-44. doi: 10.22080/jimm.2020.19027.1004
Rashidi, Hassan, Agheli, Meysam, Tousizadeh, Sadegh, Mokhavarpour Zarinabad, Rahim. Factors affecting customer loyalty with the mediating role of emotional satisfaction and brand trust; Case study: Pasargad Insurance customers in Ilam Province. پژوهشنامه مدیریت اجرایی, 1399; 1(1): 31-44. doi: 10.22080/jimm.2020.19027.1004

Factors affecting customer loyalty with the mediating role of emotional satisfaction and brand trust; Case study: Pasargad Insurance customers in Ilam Province

Journal of International Marketing Modeling
مقاله 4، دوره 1، شماره 1، شهریور 2020، صفحه 31-44    اصل مقاله (1.01 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22080/jimm.2020.19027.1004
نویسندگان
Hassan Rashidi* 1؛ Meysam Agheli2؛ Sadegh Tousizadeh3؛ Rahim Mokhavarpour Zarinabad4
1Management Department, Payame-Noor University of Ilam, Ilam, Iran
2Management Department, Islamic Azad University of Yazd, Yazd, Iran
3MSc in Public Administration, Islamic Azad University of Kermanshah, Kermanshah, Iran
4MSc in Marketing Management, Islamic Azad University of Ahvaz, Ahvaz, Iran
تاریخ دریافت: 06 اردیبهشت 1399،  تاریخ بازنگری: 07 خرداد 1399،  تاریخ پذیرش: 16 خرداد 1399 
چکیده
The purpose of present study in terms of data collection is practical, and in terms of descriptive research is correlation. The statistical population of this study is all Pasargad insurance customers in 2019. For collecting data, 397 standard questionnaires were distributed and returned. The collected data were analyzed by SPSS 24 and SmartPLS3 software. The results show that brand reputation has a significant effect on brand trust and customer loyalty; alternative attractiveness has a positive and significant effect on brand trust, but its effect on customer loyalty was rejected. Also, the company's image has a positive and significant effect on customer loyalty and emotional satisfaction. Brand trust has a positive and significant effect on customer loyalty. Emotional satisfaction also has a positive and significant effect on customer loyalty. Also, the mediating role of emotional satisfaction in influencing the company's image on customer loyalty was confirmed, and finally, the mediating role of brand trust in the influencing of brand reputation on customer loyalty and alternative attractiveness on customer loyalty was confirmed.
کلیدواژه‌ها
brand reputation؛ alternative attractiveness؛ customer loyalty؛ emotional satisfaction؛ brand trust
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