Customer satisfaction and trust interaction model

Abstract

Article history: Received: August 14, 2020 Received in revised format: November 14 2020 Accepted: November 14, 2020 Available online: November 23, 2020 The purpose of this study is to identify and analyze the interaction between customer satisfaction and trust in a structural model. Sample consists of 210 Suzuki motor bikes’ users, aged 17-64, domiciled in Medan. Structural equation model approach is used to process raw data. Respondents opinions were taken proportionally throughout the Medan city sub-districts. Questionnaires were submitted accidentally. The results show that customer satisfaction and trust partially had positive and significant effect on brand equity and repurchase intention. Brand equity did not show any indirect causal relationship mediator of the three exogenous variables to repurchase intention. Programs related to customer satisfaction and trust better increase brand equity and repurchase intention directly. Interaction variable existence in research model increases Chi-Square probability, decreases standard deviation, and increases t-value. Interaction variable creates synergy on the influence of customer satisfaction and trust to increase brand trust. Any programs to increase brand equity through customer satisfaction and trust should be implemented, simultaneously. The two exogenous variables will bring out the synergy that comes from this interaction. © 2021 by the authors; licensee Growing Science, Canada