Investigating the effect of online platform features(perceived ease of use, perceived usefulness and entertainment) on brand loyalty considering the mediating role of customer satisfaction (case study: Snap application users)
Subject Areas : Commercial ManagementSaeed Landaran Esfahani 1 , Hadi Nosuhi Dehnavi 2
1 - Business Administration (Marketing), School of Management and Accounting, Islamic Azad University, Mobarakeh Branch, Isfahan, Iran
2 - Isalamic Azad University Mobarakeh Branch
Keywords: Customer Satisfaction, brand loyalty, entertainment, perceived usefulness, perceived ease,
Abstract :
The aim of this research is to investigate the effect of online platforms' features on brand loyalty, taking into account the mediating role of customer satisfaction (the case study of Snap application users). The current research is based on the purpose of developmental and applied research, and in terms of the research method, it is descriptive-correlation based on structural equations. The statistical population of the research includes the users of the Snap application, and due to the large number of the population using multivariate regression analysis, the sample size was estimated to be 110 people. In this research, the available sampling method was used and a questionnaire was used to collect data, the questions of which were adapted from valid questionnaires to the number of 25 specialized questions and 4 demographic questions, the validity of which was calculated by convergent validity. And its divergent and reliability was confirmed through Cronbach's alpha index. In the statistical analysis, structural equation modeling approach and SMART PLS and SPSS software were used. Based on the results, perceived ease, perceived usefulness and entertainment have a significant effect on customer satisfaction in Snap application users. Customer satisfaction has a significant effect on brand loyalty among Snap app users. Perceived ease, perceived usefulness, and fun have a significant effect on brand loyalty considering the mediating role of customer satisfaction in Snap app users.
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