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E-ISSN : 2288-2766

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Vol.7 No.3

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The Relationships among Brand Assets, Customer Satisfaction, Brand Trust, and Brand Loyalty related to Golf Products

The Relationships among Brand Assets, Customer Satisfaction, Brand Trust, and Brand Loyalty related to Golf Products

동아시아경상학회지 / East Asian Journal of Business Economics, (E)2288-2766
2019, v.7 no.3, pp.75-81
https://doi.org/10.20498/eajbe.2019.7.3.75
이재민 (성균관대)
이재민. (2019). The Relationships among Brand Assets, Customer Satisfaction, Brand Trust, and Brand Loyalty related to Golf Products. 동아시아경상학회지, 7(3), 75-81, https://doi.org/10.20498/eajbe.2019.7.3.75

Abstract

Purpose – In this study, it investigates the relationship among brand asset, customer satisfaction, brand trust, and brand loyalty related to golf products. Research design and methodology – The study was conducted with 500 customers from five indoor and outdoor golf training centers located in Seoul, South Korea. The method of tabulation was developed using a non-probability convenience sampling and the questionnaire was administered through self-administration. The survey was conducted on-site between July 2018 and August 2018 by four trained researchers, including the researchers. Five indoor golf training centers in Seoul were randomly selected, and a total of 500 samples were collected by radio at each training site. Of the 500 questionnaires collected, 449 were utilized once incomplete questionnaires were removed from the sample. Results – This study was as follows. First, brand asset was a significant predictor of customer satisfaction. Second, customer satisfaction was a significant predictor of brand asset. Third, customer satisfaction was a significant predictor of brand loyalty. Fourth, brand trust was a significant predictor of brand loyalty. Fifth, brand asset was a significant predictor of brand trust. Finally, brand trust was a significant predictor of brand loyalty. Conclusions – First, the results showed that brand assets had a significant impact on customer satisfaction. Second, customer satisfaction was shown to have a significant effect on brand trust. Third, customer satisfaction had a significant effect on brand loyalty

keywords
Brand Trust, Brand Loyalty, Customer Satisfaction, Brand Asset

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