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- Title
وخريطة الأهمية- الاداء. Smart Pls دراسة التأثير المباشر وغير المباشر لتجربة العلامة على رضا وثقة الزبون، باستخدام
- Authors
لحسن عطاالله; عبد الرزاق بن حبيب
- Abstract
This research aims to study the direct and indirect effect of brand experience of car and mobile phone brands on customer's satisfaction and trust. The study was conducted over a sample of 100 representative respondents using a set of the following statistical tools: partial least squares structural equation modeling through smart PLS and importance-performance map. Moreover as brand experience affects customer satisfaction directly, and indirectly through customer trust, we applied the functionalutility dimension that allowed to reach one of the basic dimensions of brand experience in affecting customer trust.
- Publication
Economic Researcher Review, 2021, Vol 9, Issue 2, p310
- ISSN
2335-1748
- Publication type
Article