Customer Loyalty Factors: The Influence of Brand Semiotics, Brand Meaning, Relationship Marketing, Customer Trust and Customer Satisfaction

ABSTRACT : Customer loyalty is needed to maintain the corporation or business sustainability. Customer satisfaction, customers trust, brand meaning, relationship marketing, and brand semiotics have influenced customer loyalty. There has been no research that examined these five variables together. Therefore, this study aims to create a customer loyalty model. This study analyzes by Structural Equation Modelling (SEM) with a total sample of 208 customers. The research findings indicated that customer satisfaction, customer trust, and brand meaning significantly moderate the relationship between brand semiotics and customers loyalty. These results imply that customer loyalty in the life insurance industry in Jakarta, Indonesia, is influenced by customer trust. Trust is expressed by how customers view the brand (e.g., name, logo) of a company that is perceived to have a good reputation and the scope of the network company possesses.

KEYWORDS -Customer loyalty, Customer satisfaction, Customer trust, Brand meaning, Relationship marketing, Brand semiotics