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

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 ۲۰۱۹. For collecting data, ۳۹۷ standard questionnaires were distributed and returned. The collected data were analyzed by SPSS ۲۴ and SmartPLS۳ 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.

کلیدواژه ها:

Brand Reputation ، Alternative Attractiveness ، Customer loyalty ، Emotional Satisfaction ، Brand Trust