Customer Satisfaction as a Mediator Between Brand Image and Customer Loyalty: Evidence from the Baby Products Industry

Abstract

This study investigates the mediating role of customer satisfaction in the relationship between brand image and customer loyalty in the baby products industry. In a highly sensitive market where safety, trust, and quality are critical determinants of purchase decisions, understanding the mechanisms that convert positive brand perceptions into long-term loyalty is essential. The research adopts a quantitative approach using primary data collected from 110 respondents through a structured questionnaire. Structural Equation Modeling (SEM) was employed to examine the direct and indirect relationships among the constructs. The findings reveal that brand image has a significant positive effect on customer satisfaction and customer loyalty. Moreover, customer satisfaction demonstrates the strongest direct influence on loyalty and partially mediates the relationship between brand image and customer loyalty. The results indicate that while a favorable brand image attracts customers, sustained loyalty is primarily achieved through satisfying product experiences. The study contributes to marketing literature by validating the mediating mechanism of customer satisfaction in a high-involvement product category. Managerially, the findings emphasize the importance of consistent product quality, safety assurance, and customer-centric strategies to enhance long-term brand loyalty in the baby products market.