Abstract
The purpose of this study is to identify and analyze the interaction between customer satisfaction and trust in a structural model. Sample consists of 210 Suzuki motor bikes’ users, aged 17-64, domiciled in Medan. Structural equation model approach is used to process raw data. Respondents' opinions were taken proportionally throughout the Medan city sub-districts. Questionnaires were submitted accidentally. The results show that customer satisfaction and trust partially had positive and significant effect on brand equity and repurchase intention. Brand equity did not show any indirect causal relationship mediator of the three exogenous variables to repurchase intention. Programs related to customer satisfaction and trust better increase brand equity and repurchase intention directly. Interaction variable existence in research model increases Chi-Square probability, decreases standard deviation, and increases t-value. Interaction variable creates synergy on the influence of customer satisfaction and trust to increase brand trust. Any programs to increase brand equity through customer satisfaction and trust should be implemented, simultaneously. The two exogenous variables will bring out the synergy that comes from this interaction.
Highlights
The motorcycle industry is making innovations aggressively in an effort to meet market demands
The results show that customer satisfaction and trust partially had positive and significant effect on brand equity and repurchase intention
The increase in the two exogenous variables will have a direct impact on brand equity and repurchase intention
Summary
The motorcycle industry is making innovations aggressively in an effort to meet market demands. The main substances that will be discussed in this research is the interaction between satisfaction and customer trust and its effect on the brand equity of Suzuki motorbikes in Medan. It will discuss the causal relationship between the exogenous latent variables of customer satisfaction and customer trust toward endogenous latent variables of brand equity and repurchase intention. The results of hypothesis testing concluded that not all dimensions of consumerbased brand equity have a positive and significant effect on consumers satisfaction (Susanty & Kenny, 2015). Other researchers (Basheer et al, 2017; Bilal & Malik, 2014; Kim et al, 2008) say the consumer satisfaction effect on brand equity
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