The Mediating Role of Customer Satisfaction in The Impact of Brand Image on Customer Loyalty in The Smartphone Market

Abstract

The main purpose of this research is determine whether or not the mediating role of customer satisfaction in the effect of brand image on customer loyalty in smartphone market. The researchers' universe constitutes a consumer group that uses smartphones over 17 years of age and lives in Düzce. In this frame, using convenience sampling method the data obtained through online questionnaire from 385 smartphone users were analyzed. Within the scope of research, the four-stepped The Causal Inference Approach of Baron and Kenny (1986) was used to determine the mediating role of customer satisfaction on brand image's effect on customer loyalty. The Sobel Test was used to determine the statistical significance of the mediating model and the result was statistically significant. As a result of the study, it was determined that not only brand image has a direct effect on the customer loyalty and customer satisfaction but also customer satisfaction effects customer loyalty directly. The main aim of this study is brand image's effect on customer loyalty resulted in customer satisfaction's influence on customer loyalty is 'partial mediator' variable.