Evaluating The Effect Of Customer Participation, Commitment And Trust On Customer Loyalty With The Mediating Role Of Customer Satisfaction (Case Study: Samsung Products

Abstract

This study aims to evaluate the effect of customer participation, commitment and trust on customer loyalty with the mediating role of customer satisfaction and with a practical approach in Samsung. A questionnaire consisting of 22 questions with a five-point Likert scale was used to collect data. First, the questionnaire was approved from the perspective of experts in terms of content validity. Then, the validity of the structure was performed using confirmatory factor analysis technique. The value of AVE of all variables was above 0.5 and convergent validity was confirmed. Cronbach's alpha and composite reliability were calculated for reliability. Cronbach's alpha coefficient of the questionnaire was calculated to be 0.925 and the CR value of all variables was above 0.7. Therefore, the reliability of the questionnaire has been evaluated as desirable. The statistical population of this research is all customers and consumers of Samsung products residing in Tehran and the questionnaire was randomly provided to 400 customers and consumers of Samsung products residing in Tehran. To test the research hypotheses, the technique of partial least squares and Smart Pls software have been used. The findings indicated that out of seven subhypotheses and one main hypothesis, all hypotheses were confirmed. Finally, it can be concluded that customer satisfaction through repeated purchase, purchase of new goods and purchase of goods by new customers who are interested in goods through satisfied customers, leads to increased revenue and profit. In fact, customers who are very satisfied with the organization, pass on their positive experiences to others, and thus become a means of advertising for the organization and thus reduce the cost of attracting customers.