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

Document Type : Original Article

Authors

1 Management Department, Payame-Noor University of Ilam, Ilam, Iran

2 Management Department, Islamic Azad University of Yazd, Yazd, Iran

3 MSc in Public Administration, Islamic Azad University of Kermanshah, Kermanshah, Iran

4 MSc in Marketing Management, Islamic Azad University of Ahvaz, Ahvaz, Iran

10.22080/jimm.2020.19027.1004

Abstract

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.

Keywords