Investigating the relationship of brand logo on customer satisfaction, attitude and repurchase intention of online services

With the penetration of Internet, e-commerce and online services have also grown rapidly. In this environment, brand plays a vital role in customer satisfaction and brand evaluation for companies. In this article, the effects of the brand logo on customer satisfaction and purchase intention in the field of online taxi services have been investigated. We use an online survey through a standard questionnaire to collect data. The collected data were analyzed using PLS-۳ software. The results indicate that in online taxi services, the brand logo has a positive effect on customer attitude towards the brand as well as customer satisfaction. Also, the tests showed that customer satisfaction strengthens the mediating role of brand preference and repeat use of online services. The analysis of the measurement model shows that the questionnaire is valid in terms of convergence and differentiation as well as composite reliability. Through the results of this study, managers will realize the greater effect of the brand logo on the positive attitude of customers and finally their trust and repurchase towards the brand.

کلیدواژه ها:

Brand logo ، re-purchase intention ، Consumer attitude ، Brand preference ، consumer satisfaction