The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth

Abstract

The study mainly investigates the relationships among brand trust, customer satisfaction, brand loyalty, and word-of-mouth. Nowadays, the automotive industry is facing the competitive environment. Whether the industry can enhance brand trust, increase customer satisfaction, and then improve brand loyalty and word-of-mouth, which is the key issue of this study. Toyota was selected as the object of this study. 375 questionnaires were provided and 258 valid replies were received. This study uses the structural equation model to empirically explore the relationships among brand trust, customer satisfaction, brand loyalty, and word-of-mouth. The results indicate the best model is causal chain, that is, brand trust must affect brand loyalty through customer satisfaction initially, and then impact word-of-mouth through brand loyalty.