The roles of perceived quality, trust, and satisfaction in predicting brand loyalty: the empirical research on automobile brands in Jordan market

Abstract

Brand loyalty is important for an organisation to ensure that its product is kept in the minds of consumers and prevent them from switching to other brands. This paper aims to investigate the effects of service quality, satisfaction and trust in predicting brand loyalty. This paper seeks a better understanding of the structure of brand loyalty. Specifically, the study will identify the factors affecting loyalty. Theoretical significance aside, exploring the structure of loyalty may provide guidance to the measurement and management of loyalty. The data are collected randomly from 317 of the automotive owners of the two markets (Mercedes and BMW) within Amman, the capital city of Jordan. The data were analysed using correlation and multiple regression analyses. The findings suggest that satisfaction has the strongest influence on brand loyalty, followed by perceived quality and trust subsequently. This research have gives a deeper understanding of the factors that can affect brand loyalty and helps managers and marketers to better understand their market and also help them to better serve the needs and wants of their potential customers.