Investigating the effect of sustainable marketing activities, brand image on customer loyalty with the mediating role of customer satisfaction and trust (Central Insurance Organization)

This study was conducted to investigate the impact of sustainable marketing activities, brand image on customer loyalty with the mediating role of customer satisfaction and trust in Central Insurance. The present study is a fully applied study in terms of its purpose. It is also a descriptive-survey research in terms of nature and method, and it is a causal research because it tests the effect of independent variables on the dependent. The statistical population of this study was all customers of Tabriz Central Insurance Organization, from which a sample of 385 members was selected by simple random sampling. The data collection tool of this research was standard and researcher-made questionnaires that their validity and reliability have been tested and proven in the research process. In order to test the hypotheses of this research, the structural equation model was used. The results of testing the hypotheses showed that sustainable marketing activities affect the brand image. Brand image affects customer satisfaction. Brand image affects customer trust. But the brand image did not affect customer loyalty. Customer satisfaction also affected customer loyalty. In addition, the results showed that customer trust had an effect on customer loyalty.