How Does Conventional Travel Agent Services Enhance Brand Loyalty? The Relationship Between Customer Experience, Brand Credibility, and Brand Trust
Dublin Core
Title
How Does Conventional Travel Agent Services Enhance Brand Loyalty? The Relationship Between Customer Experience, Brand Credibility, and Brand Trust
Subject
Customer experience, Brand credibility, Brand trust, Brand loyalty
Description
Objective: This study examines the relationship between customer experience and brand loyalty mediated by brand credibility and trust.
Design/Methods/Approach: Primary data was collected using a questionnaire with a purposive sampling technique. The 363 respondents who had used one of Bali's conventional travel agent services participated in this study. The Partial Least Square Structural Equation Model (PLS-SEM) was used to analyze the data through outer and inner models using SmartPLS 4.
Findings: This study discovered that customer experience positively has a direct and indirect impact on brand loyalty with the mediating effect of brand credibility and brand trust.
Originality: The existing literature supports the direct influence of customer experience on brand loyalty in various industries. However, no other study has investigated the mediating role of brand credibility and trust in the relationship between customer experience and brand loyalty. This comprehensive study filled the gap between customer experience and brand loyalty in travel agent services.
Practical/Policy implication: This study offered managerial implication. By considering customer experience a competitive advantage, managers can actively evolve several experiential marketing strategies to cultivate brand credibility and trust to impact brand loyalty.
Design/Methods/Approach: Primary data was collected using a questionnaire with a purposive sampling technique. The 363 respondents who had used one of Bali's conventional travel agent services participated in this study. The Partial Least Square Structural Equation Model (PLS-SEM) was used to analyze the data through outer and inner models using SmartPLS 4.
Findings: This study discovered that customer experience positively has a direct and indirect impact on brand loyalty with the mediating effect of brand credibility and brand trust.
Originality: The existing literature supports the direct influence of customer experience on brand loyalty in various industries. However, no other study has investigated the mediating role of brand credibility and trust in the relationship between customer experience and brand loyalty. This comprehensive study filled the gap between customer experience and brand loyalty in travel agent services.
Practical/Policy implication: This study offered managerial implication. By considering customer experience a competitive advantage, managers can actively evolve several experiential marketing strategies to cultivate brand credibility and trust to impact brand loyalty.
Creator
*Ni Kadek Reinita Andriyani1, Putu Gde Arie Yudhistira1
Source
https://e-journal.unair.ac.id/jmtt
Date
April 3, 2023
Contributor
PERI IRAWAN
Format
PDF
Language
ENGLISH
Type
TEXT
Files
Collection
Citation
*Ni Kadek Reinita Andriyani1, Putu Gde Arie Yudhistira1, “How Does Conventional Travel Agent Services Enhance Brand Loyalty? The Relationship Between Customer Experience, Brand Credibility, and Brand Trust,” Repository Horizon University Indonesia, accessed October 31, 2025, https://repository.horizon.ac.id/items/show/5629.