Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty

The main objective of this research is to determine the relationship between customer satisfaction, brand trust and customer brand loyalty among students who own computer. The data was collected from 201 students in Universiti Utara Malaysia through a self-administered questionnaire. The data was an...

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Main Author:	Khadijah, Kamisan
Format:	Thesis
Language:	eng eng
Published:	2010
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/2242/1/Khadijah_Kamisan.pdf https://etd.uum.edu.my/2242/2/1.Khadijah_Kamisan.pdf
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id	my-uum-etd.2242
record_format	uketd_dc
spelling	my-uum-etd.22422013-07-24T12:15:04Z Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty 2010-04 Khadijah, Kamisan Md Salleh, Salniza College of Business (COB) College of Business HF5415.33 Consumer Behavior. The main objective of this research is to determine the relationship between customer satisfaction, brand trust and customer brand loyalty among students who own computer. The data was collected from 201 students in Universiti Utara Malaysia through a self-administered questionnaire. The data was analysed using the Correlation and Regression test. The results show that there is a positive and significant relationship between both the independant variables, namely customer satisfaction and brand trust to customer brand loyalty. The more satisfied the customers with the brand they experience, the more loyal they are towards the brand. In addition, the more the customers trust the brand they are experiencing, the more loyal they tend to be towards the brand. The results also indicate that customer satisfaction contributed more significantly to the customer brand loyalty compared to brand trust. 2010-04 Thesis https://etd.uum.edu.my/2242/ https://etd.uum.edu.my/2242/1/Khadijah_Kamisan.pdf application/pdf eng validuser https://etd.uum.edu.my/2242/2/1.Khadijah_Kamisan.pdf application/pdf eng public http://lintas.uum.edu.my:8080/elmu/index.jsp?module=webopac-l&action=fullDisplayRetriever.jsp&szMaterialNo=0000758896 masters masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Md Salleh, Salniza
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Khadijah, Kamisan Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
description	The main objective of this research is to determine the relationship between customer satisfaction, brand trust and customer brand loyalty among students who own computer. The data was collected from 201 students in Universiti Utara Malaysia through a self-administered questionnaire. The data was analysed using the Correlation and Regression test. The results show that there is a positive and significant relationship between both the independant variables, namely customer satisfaction and brand trust to customer brand loyalty. The more satisfied the customers with the brand they experience, the more loyal they are towards the brand. In addition, the more the customers trust the brand they are experiencing, the more loyal they tend to be towards the brand. The results also indicate that customer satisfaction contributed more significantly to the customer brand loyalty compared to brand trust.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Khadijah, Kamisan
author_facet	Khadijah, Kamisan
author_sort	Khadijah, Kamisan
title	Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
title_short	Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
title_full	Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
title_fullStr	Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
title_full_unstemmed	Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty
title_sort	relationship between customer satisfaction, brand trust and customer brand loyalty
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2010
url	https://etd.uum.edu.my/2242/1/Khadijah_Kamisan.pdf https://etd.uum.edu.my/2242/2/1.Khadijah_Kamisan.pdf
_version_	1747827298456829952

Relationship between Customer Satisfaction, Brand Trust and Customer Brand Loyalty

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