خلاصة:
Today, customer loyalty is the key to business success. With the increase in customer loyalty, market share and profitability of a business enterprise will also increase. Understanding the market, along with planning and choosing the right strategies to make customers more loyal and increase their loyalty ratio, will produce long-term profits for a business enterprise. This loyalty will lead to brand choice intention. Recent marketing for car sale in Iran has increased the attention of car producers to the factors that influence customer satisfaction and loyalty. Although various studies have been done on brand among car producing companies, concerning the scope of influential factor, they have included some limited and repetitive variables such as brand awareness, perceived quality, and brand image. In the current paper, a model has been suggested and examined that covers the effects of eight factors on brand loyalty, as well as, the impact of brand loyalty on brand choice intention
ملخص الجهاز:
brand loyalty, brand choice intention, brand attitude, brand reliability, brand prestige, brand awareness, brand personality, brand image, management trust, perceived quality Introduction: ABSTRACT Today, customer loyalty is the key to business success.
As this study has not been carried out in Tehran so far and discovering the results of the study can have a dramatic effect on marketing plans, we have decided to study the factors influencing brand loyalty and brand choice intention for the products of Saipa car producing corporation.
Based on the knowledge and experience of the writer with some companies related to car production, most of the companies seem to be partially unaware of the effects of factors like brand image, brand awareness, perceived quality, brand personality, brand attitude, brand prestige, management trust , brand loyalty, as well as, the effect of brand loyalty on brand choice intention.
In a research by Haemoon and Hsu (2014), carried out in China on brand loyalty regarding the choice of hotels; factors like brand personality, brand awareness, perceived quality, management trust and commitment, and brand trust will have a great positive impact on brand loyalty and brand equity.
Brand loyalty measures a degree of attachment between the customer and the brand that forms the basis for brand equity and assessed by various factors such as perceived quality, brand awareness, management trust, brand attitude, brand value, and brand personality.
Trust-commitment theory, a subcategory of relationship marketing will provide proper conceptual sources for the potential role of the management in studies on brand equity (Morgan, Hunt, 1994).