The Role of Brand Love, Trust, and Commitment in Fostering Consumer Satisfaction and Loyalty

Abstract

Some logistic companies faced a lot of competition. The firms need to applying specific approach to exist and competitive advantage through specific brand. Yet, few research has examined consumer satisfaction with brand awareness-based consumer loyalty. So, it is essential to undertake this study in order to comprehend how customer satisfaction and loyalty are evolving over time. This study investigates the relationship between brand loyalty, brand love, and consumers' satisfaction with Indonesian logistic and courier services. A sample of 710 customers from a survey study and structural equation modeling are used to assess the research assumptions (SEM). The empirical data show that consumer pleasure has a positive and significant influence on consumer brand loyalty and trust. Customer pleasure has a detrimental effect on brand loyalty. Also, consumers' emotional connections have a positive and significant influence on their loyalty. Consumers' emotional connections act as mediators in the relationship between customer loyalty and contentment. Further research is needed to validate the findings across the region and industry because this study only looked at courier and logistics consumers in Indonesia. The marketing and psychological insights from the current study were helpful to the management of courier and logistics organizations. The leaders must improve the promotion of their brand and products in order to grow their relationships with customers. This study illuminated the psychology of consumer decision-making by developing and evaluating a model of emotional attachment and consumer psychology.