Integrating Brand Gestalt and Customer Loyalty in Telecommunication Sector: The Mediating Role of Customer Satisfaction

Ronny H. Walean, Helena Pongoh and Deske Mandagi
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Ronny H. Walean: Faculty of Economics and Business, Universitas Klabat, Indonesia.
Helena Pongoh: Faculty of Economics and Business, Universitas Klabat, Indonesia.
Deske Mandagi: Faculty of Economics and Business, Universitas Klabat, Indonesia.

International Review of Management and Marketing, 2024, vol. 14, issue 6, 409-423

Abstract: This study examines how the four dimensions of brand gestalt—story, sensescape, servicescape, and stakeholders—influence customer satisfaction and loyalty within a telecommunication company context. The research employed a descriptive quantitative design, collecting primary data through a survey of 232 respondents who use Telkomsel Indonesia's products and services. Data analysis was performed using Structural Equation Modeling (SEM) with the support of the SmartPLS statistical application. The findings reveal that the sensescape, servicescape, and stakeholder dimensions are crucial in determining customer satisfaction. Notably, only the sensescape dimension has a significant and positive impact on customer loyalty. These results suggest that Telkomsel should prioritize enhancing the sensescape, servicescape, and stakeholder components to improve customer satisfaction, with particular focus on sensescape to effectively boost customer loyalty.

Keywords: Brand Gestalt; Customer Loyalty; Customer Satisfaction (search for similar items in EconPapers)
JEL-codes: L96 M31 M37 (search for similar items in EconPapers)
Date: 2024
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