BRAND EQUITY AND SERVICE QUALITY EFFECTS ON LOYALTY WITH AN INTERVENING VARIABLE OF CUSTOMER SATISFACTION
نویسندگان
چکیده
This study examines the effect of brand equity and service quality variables on customer loyalty with satisfaction as an intervening variable a quantitative approach. The sampling technique used was purposive sampling, 119 customers respondents. data analysis is Partial Least Square (PLS) statistical method Structural Equation Modeling (SEM). results showed that there direct influence loyalty. Likewise, mediated by have implies importance role equity, quality, in supporting existence development GalaMart minimarket.
 
 Keywords: Brand Equity, Service Quality, Loyalty, Customer Satisfaction
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ژورنال
عنوان ژورنال: International Journal of Economics, Business and Accounting Research
سال: 2022
ISSN: ['2614-1280', '2622-4771']
DOI: https://doi.org/10.29040/ijebar.v6i2.5781