The Role of Brand Attachment and Brand Trust on Customer Loyalty with Brand Satisfaction as Mediating Variable: Evidence from Bank Bjb Medan Branch
Keywords:
Brand Experience, Brand Trust, Brand Loyalty, Customer Retention, Banking Services, SEM-PLSAbstract
This study examines the differential roles of brand experience and brand trust in brand loyalty serving as a mediating satisfaction, among Bank BJB Medan Branch customers. Drawing on brand relationship theory and commitment-trust framework, we employ structural equation modeling with partial least squares (SEM-PLS) methodology. Data were collected from 154 customers through purposive sampling using validated Likert-scale instruments. Results reveal that brand trust (β=0.773, p<0.001) exerts stronger influence on brand loyalty compared to brand attachment (β=0.209, p=0.038). Brand loyalty significantly predicts customer retention (β=0.394, p=0.008), while brand attachment demonstrates no direct significant effect on retention (β=0.140, p=0.219). Mediation analysis indicates that brand loyalty mediates the brand trust-retention relationship (β=0.305, p=0.021) but not the brand attachment-retention linkage (β=0.082, p=0.063). The model accounts for 94.6% variance in brand loyalty and 83.7% in customer retention. These findings suggest that cognitive trust mechanisms prevail over emotional attachment in banking contexts, contrasting with patterns observed in consumer goods sectors. Theoretical contributions include clarifying boundary conditions for emotional versus cognitive brand constructs in financial services. Managerial implications emphasize prioritizing trust-building initiatives transparency, consistency, and reliability over purely emotional engagement strategies. Study limitations encompass cross-sectional design, single-branch focus, and potential common method variance given the high brand trust-loyalty correlation (r=0.971). Future research should employ longitudinal designs, multi-branch samples, and behavioral retention metrics to validate findings.
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