Current Issue

EXAMINING BRAND IMAGE AND CUSTOMER LOYALTY: ALTERNATIVE ROLES OF CUSTOMER SATISFACTION AS MEDIATOR AND MODERATOR

Mei-Hui Fu ^1,2,*, Yi-Feng Yang ³, Thuy Dung Nguyen ³

¹ Graduate School of Technological and Vocational Training, National Yunlin   University of Science and Technology 

² Department of Hair Styling and Salon Management, Shu-Te University

³ Graduate School of Design Innovation and Management, Shu-Te University

* Corresponding author: Mei-Hui Fu
Address: No. 59, Hengshan Rd., Yanchao District, Kaohsiung City 82445, Taiwan

E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

This study examined the relationships among brand image, customer satisfaction, and customer loyalty, focusing on the mediating and moderating role of customer satisfaction. Empirical analysis demonstrates that brand image significantly influences customer satisfaction and loyalty. Customer satisfaction is a bridge that strengthens the connection between brand image and customer loyalty. The findings underscore the critical role of customer satisfaction in fostering brand loyalty and reinforcing a positive brand image. Businesses, particularly those in the coffee chain industry, can leverage these insights to optimize marketing strategies. By improving product and service quality and aligning brand values with customer expectations, companies can achieve long-term customer loyalty and sustainable growth. The findings contribute to understanding how brand image, when supported by consistent customer satisfaction efforts, can drive loyalty and competitive advantages in the dynamic coffee shop market.

Key Words: Brand Image, Customer Satisfaction, Customer Loyalty, Mediation, Moderation.