Impact of Brand Image and Relationship Marketing on Customer Loyalty Through Customer Satisfaction

Haikal P. Rizal (), Syafrizal Helmi Situmorang and Amrin Fauzi
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Haikal P. Rizal: University of North Sumatera
Syafrizal Helmi Situmorang: University of North Sumatera
Amrin Fauzi: University of North Sumatera

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 662-673 from Springer

Abstract: Abstract Loyalty and satisfaction are determining factors for a form of business to last long or not. The company will not last long if the owner ignores the loyalty and satisfaction of customers who have used the services and products of the business. Several things that can increase or decrease customer loyalty and satisfaction are brand image and relationship marketing implemented by business owners. This study’s objectives are to determine and analyze whether brand image and relationship marketing influence customer loyalty and satisfaction at a Heavy.Dosed coffee shop in the city of Medan. This study uses a quantitative approach. The total sample taken was 140 customers in the Heavy. They have dosed coffee shop. According to the study’s findings, the relationship between marketing and brand image directly or indirectly affects customer loyalty and satisfaction. They have dosed coffee shops.

Keywords: Brand Image; Customer; Loyalty; Satisfaction; Relationship marketing; Coffee Shop (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_69

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