The effect of brand trust and brand satisfaction Brand loyalty with the mediating role of brand relationships (Case study of Shuttle Company)

The aim of this study was to investigate the effect of brand trust and brand satisfaction on brand-to-brand loyalty with the mediating role of brand relationships (studied by Shuttle Company). This research is applied in terms of purpose and descriptive and correlational in terms of method. The statistical population in the present study includes all customers of the shuttle internet agency in Saveh in 1399 in the number of 2000 people. Depending on the population, the Morgan table will be used to determine the required sample size, which is equivalent to 322 sample sizes. The method of random sampling is simple. The method of data collection in the present study is both library and field. To collect information, brand trust questionnaires (Voltsu, 2015) including 8 questions, brand satisfaction (Spring, 1996) including 6 questions, brand relationships (Voltsu, 2007) including 11 questions and brand loyalty (Voltsu, 2015) with 7 questions were used. In the present study, in order to determine the validity of the questionnaires, content validity was used. For this purpose, the questionnaires were approved by the supervisors, consultants and research methods and the necessary corrections were made. To measure the reliability, Cronbach's alpha coefficient was used. Cronbach's alpha coefficient of all research dimensions was more than 0.7, which confirms the appropriate reliability of the instrument. Analysis of this study using SPSS and Smart Pls statistical software at two levels of statistics. Descriptive and inferential is done. The results showed that brand satisfaction has a significant effect on brand loyalty (0.302). Brand trust has a significant effect on brand loyalty (0.417). Brand relationships have a significant effect on brand loyalty (0.890). Brand trust has a significant effect on brand relationships (0.161). Brand satisfaction has a significant effect on brand relationships (0.604).