An investigation on the effects of brand equity, trust, image and customer satisfaction on regular insurance firm customers’ loyalty

Abstract

Brand plays essential role on the success of most organizations and it has been considered as organizational assets. Therefore, brand management is important in today’s structure of organizations. A good brand helps gain new customer and future preferences, which leads to customer retention. Brand loyalty is one of the most important components of brand management. It can raise firm’s market share and it has close relationship with firm’s return of investment and profits. This research tries to answer this question and finds out more about the relationship between customer satisfaction, trust, brand equity, brand image and customer loyalty. The study uses a sample of 384 regular customers who use insurance services in Iran. Using Pearson correlation ratio as well as structural equation modeling, the study has detected positive and meaningful relationship between brand equity and other factors such as customer satisfaction, trust, etc.

Keywords

• Brand loyalty
• Brand equity
• Trust