The Influence Of Overallsatisfaction On Customer Loyalty With Mediating Effect Of Trust - A Study With Reference To Rural Respondent’s In Tiruvallur District In Tamilnadu

Abstract

A number of researchers have reported the positive benefits of creating and maintaining customer loyalty. This study tries to clarify the concept of loyalty by examining the relationship of customer satisfaction on customer loyalty with trust as a mediating effect. This study is analytical and exploratory in nature and used survey method for the findings. Primary data collected though the questionnaire using Google form from 203 respondents in three villages in Thiruvallur district in Tamilnadu to verify the satisfaction level, trust and customer loyalty. The data collected were subject to data analyzing using SPSS and AMOS software. Exploratory factor analysis and Structural equation model (SEM) is applied to test the model fit and estimate the relationships. Findings reveal that overall customer satisfaction has a positive influence on trust and trust has a positive influence on customer loyalty. Overall customer satisfaction has no direct influence on customer loyalty.