Constructing the model of factors affecting the old brand loyalty
YAN Tao
GAO Hong
Abstract：Based on the previous literature , a theoretical model of factors affecting the old brand loyalty is constructed in this paper .The product quality , service quality , culture customer satisfaction are as variables of influencing the customer loyalty , and the relationship between the model and the variables is empirical studied in this paper .The results are shown that , the service quality , culture and customer satisfaction have a significant direct effect on customer loyalty;product quality has no significant direct effects on customer loyalty , but has a direct significant impact on customer satisfaction .
Keywords：product qualityservice qualitycustomer satisfactioncustomer loyalty
Publication Date：2014-01-01
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：6( 88-93 )