The Influence of Brand Trust and Customer Satisfaction on Customer Loyalty by SEM

The purpose of this research is to investigate the relationship of customer satisfaction and brand trust on customer loyalty. A total of 320 questionnaires were distributed to Iranian Automobile consumers. The survey was distributed at Mahshahr and Abadan cities in Iran). 25-items scale was taken into account for brand trust(8items), customer satisfaction(8-items)and customer loyalty(9-items).construct with a five likert scale ranging from1(strongly disagree)to 5(strongly agree). The proposed relationships have been tested using structural equation Modeling (SEM) with lisrel. The research results showed that there is positive and significant relationship between customer satisfaction and brand trust on customer loyalty. The objective of the analysis to find out whether is significant relationship between the variables. Results from the survey showed that the relationship between brand trust and customer loyalty is positive and also there is a positive relationship between customer satisfaction and customer loyalty. This study aims to test the relationship which has never been explored before.