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Integrating Brand Gestalt and Customer Loyalty in Telecommunication Sector: The Mediating Role of Customer Satisfaction

Author

Listed:
  • Ronny H. Walean

    (Faculty of Economics and Business, Universitas Klabat, Indonesia.)

  • Helena Pongoh

    (Faculty of Economics and Business, Universitas Klabat, Indonesia.)

  • Deske Mandagi

    (Faculty of Economics and Business, Universitas Klabat, Indonesia.)

Abstract

This study examines how the four dimensions of brand gestalt—story, sensescape, servicescape, and stakeholders—influence customer satisfaction and loyalty within a telecommunication company context. The research employed a descriptive quantitative design, collecting primary data through a survey of 232 respondents who use Telkomsel Indonesia's products and services. Data analysis was performed using Structural Equation Modeling (SEM) with the support of the SmartPLS statistical application. The findings reveal that the sensescape, servicescape, and stakeholder dimensions are crucial in determining customer satisfaction. Notably, only the sensescape dimension has a significant and positive impact on customer loyalty. These results suggest that Telkomsel should prioritize enhancing the sensescape, servicescape, and stakeholder components to improve customer satisfaction, with particular focus on sensescape to effectively boost customer loyalty.

Suggested Citation

  • Ronny H. Walean & Helena Pongoh & Deske Mandagi, 2024. "Integrating Brand Gestalt and Customer Loyalty in Telecommunication Sector: The Mediating Role of Customer Satisfaction," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 409-423, October.
    • Handle: RePEc:eco:journ3:2024-06-42
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    References listed on IDEAS

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    More about this item

    Keywords

    Brand Gestalt; Customer Loyalty; Customer Satisfaction;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

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