Current Issue

EXPLORING THE INTERPLAY BETWEEN BRAND IMAGE, CUSTOMER SATISFACTION, AND CUSTOMER LOYALTY: MEDIATING AND MODERATING EFFECTS OF CUSTOMER LOYALTY

Mei-Hui Fu, Yi-Feng Yang, Thuy Dung Nguyen

National Yunlin University of Science and Technology

Graduate School of Technological and Vocational Training

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Abstract

This study examines the dynamic relationship between brand image, customer satisfaction, and customer loyalty by analyzing the mediating and moderating roles of customer loyalty. Using a quantitative approach and data from 200 Starbucks customers, the findings indicate that brand image significantly influenced customer satisfaction and loyalty. Customer loyalty mediated the relationship between brand image and satisfaction, bridging brand attributes with positive customer perceptions. However, the moderating role of customer loyalty exhibited limited statistical significance, suggesting its conditional effect depends on unexplored variables. The findings provide valuable insights for marketers leveraging brand image and loyalty to enhance customer satisfaction while highlighting areas for future research on the moderating role of customer loyalty.

Key words: brand image, customer satisfaction, customer loyalty, mediation, moderation.