The Effect of Brand Image on Customer Loyalty, Customer ...

The Effect of Brand Image on Customer Loyalty, Customer Satisfaction as a

Mediator: An applied study on a sample of Asiacell customers

[email protected]

:

jelG12L6

Abstract:

This study aims to provide a conceptual framework of brand image , customer satisfaction and customer

brand loyalty. This study sheds light on the importance of brand image and its effect on customer brand

loyalty through the mediation role of customer satisfaction by conducting an applied study on a sample from

Asiacell customers. The study uses a questionnaire which has been developed for the study aim. It has been

arrived in this study to a number of results and suggestions which indicate to the positive effect of the brand

image on customer satisfaction and customer brand loyalty. Also, customer satisfaction plays as a mediator

in the relationship between brand image and customer brand loyalty. The study provides directions for

future studies that are related to the study’s subject.

Keywords: Brand image, Customer satisfaction and Customer brand loyalty

(JEL) Classification : G12 L6.

mailto:[email protected]

52 JFBE

1

Reich et al. , 2006 : 36

Neupane, 2015 : 9

Amini et al, 2012: 193

53 JFBE

1.1.

1

2

2.1.

1.3.

54 JFBE

مقياس الدراسة3

1

01

4

5

n=233.

6

241220192522020

7

1

55 JFBE

01

8

2.

1.2

Chien-Hsiung, 2011: 7733

Kassim and Nordin, 2012: 115

صورة العلامة رضا الزبون

التجارية

ولاء الزبون للعلامة التجارية

56 JFBE

Chien-Hsiung, 2011: 7733 cited in Wu and Fu,2009

Keller, 2001: 6

Aaker 1996: 105

Andrews and Kim 2007: 352

Minkiewicz et al., 2011

2.2.

Kotler, 2002: 101Meesala and Paul,

Miranda, Taveares and Queiró, 2018: 372

57 JFBE

Veloutsou, 2015: 3

Chien-Hsiung, 2011: 7733Lee et al.,

.32.

Sondoh, Stephen et al., 2007: 89

Dick

and Basu, 1994: 101

Martínez, and Del Bosque, 2013: 90Crane and Morrison

(2007

P: 413

58 JFBE

Nikhashemi, et al., 2015: 183

Oliver, 1999: 34

3.:

1.3.

0.500.70

AVE0.50Hair et al.,

2010:679,680CR

0.70Pallant, 2011:1002

(: صدق وثبات المقاييس2جدول رقم )

CR الفا كرونباخ AVE قيم التشبعات المسار

- Q1 .799 صورة العلامة التجارية**

.522 .877 .799








- Q9 .792 رضا الزبون**

- Q10 .745 رضا الزبون 752. 842. 571.**


59 JFBE

CR الفا كرونباخ AVE قيم التشبعات المسار


- Q13 .766 ولاء الزبون**

.576 .906 .825




- Q17 .734 نولاء الزبو**



SPSS & Amos

0.60

0.500.70

:الإحصاء الوصفي للمتغيرات ومعامل الارتباط .2.3

3

0.01

(: الإحصاء الوصفي والارتباط بين المتغيرات3جدول رقم )

3 2 1 الانحراف المعياري الوسط الحسابي المتغيرات

1 858. 3.01 التجارية العلامة صورة -1

816. 925. 3.04 الزبون رضا -2**

1

757. 952. 3.11 الزبون ولاء -3**

.794**

1

SPSS

لغرض التأكد من فرضيات التأثير Path analysisلغرض اختبار الفرضيات تم استخدام تحليل المسار

في تحليل t)التي تمثل قيمة .C.Rقيمة المباشرة وغير المباشرة. حيث يتم قبول الفرضية عندما تتجاوز

( يوضح النتائج 4. الجدول رقم )0.05)التي تمثل معنوية الاختبار( الـ Pوان لا تتجاوز قيمة 1.96±الانحدار(

التي تم التوصل اليها.

60 JFBE

(: اختبار الفرضيات4جدول رقم )

النتيجة Estimate S.E. C.R. P الفرضيات

Direct effectالتأثير المباشر

H1 صورة العلامة التجارية - تقبل *** 4.957 073. 325. ولاء الزبون

H2 صورة العلامة التجارية - تقبل *** 21.529 041. 816. رضا الزبون

H3 رضا الزبون - تقبل *** 8.051 068. 529. ولاء الزبون

Indirect effectالتأثير غير المباشر

H4 صورة العلامة التجارية - تقبل *** 5.570 086. 432. ولاء الزبون

Amosالمصدر: مخرجات برنامج

اختبار الفرضيات 02الشكل

Amosالمصدر: مخرجات برنامج

P < 0.01

P < 0.01

P < 0.01

61 JFBE

P < 0.01

4.

1.4 .

1

2

3

4

2.4 .

1-

2-

62 JFBE

3-

4-

5.

. -

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