Impact of Complaint Handling, Brand Commitment and Brand Credibility on Brand Trust with Mediating Role of Customer Satisfaction

Abstract

The study is about the telecommunication sector of Pakistan to find the impacts of compliant handling, brand credibility and brand commitment on brand trust with mediation role of customer satisfaction. The study is conducted in twin cities of Pakistan by help of primary data collected through questionnaire filled by the consumers of different telecom brands operating in the twin cities. The population of the study comprised telecom subscribers in Islamabad and Rawalpindi total 450 questionnaires were distributed and 384 of them are returned found accurate filled and remaining are not completely filled and returned. For the study the total number of four hundred and fifty questionnaires was distributed among the age group who used the mobile phone to collect the date. The study focuses on brand trust with proposed variables complaint handling, brand credibility and brad commitment with mediation role of customer satisfaction in prospective of telecom sector of Pakistan. The variables are test by using SPSS20 to get results for reliability, correlation and regression analysis. The two theories are used to support variables for complaint handling, brand commitment, customer satisfaction and brand trust are supported by marketing relationship theory proposed by (Berry el at., 1991) and for variable brand credibility is supported by signaling theory proposed by (William Boulding el at., 1993).