Mediating role of quality of customer relationship concerning trust on brand satisfaction and loyalty (case study: Communities of the brand created for computer products in social networks)

Abstract

The present research intends to examine and evaluate dimensions of the outlook based on trust on quality of customers’ relationships and loyalty to brand. Quality of customer relationship together in brand communities created in social networks is of great importance in development of future brand activities, under which this variable has been considered as a mediator of this relationship. In this research, sample group consists of 75 customers of firms listed in computer equipment and laptop sale across Tehran. Partial least squares regression was used to evaluate and analyze data. Results and outputs of software indicate that trust will be the most important component in creation of the optimal conditions in competitive development of organizations. Trust affects quality of relationship, creation of trust on brand communities, customers’ satisfaction and loyalty which are the ultimate aim of marketing programs.  As a result, professional and ethical behaviors by companies and trusted applications stimulate and encourage the customers to acquire sense of belonging and attachment to brand. The outcome by these processes will lie on acquisition of customers loyal to brand.