The Role of Brand Awareness on Brand Loyalty with the Mediating Role of Sales, Trust and Customer Satisfaction (Case Study: Travel Agencies in the East of Gilan Province)

Abstract

This research aims to explore the impact of brand awareness on brand loyalty among customers of travel agencies in the east of Gilan Province, with a focus on the mediating roles of customer satisfaction and trust, as well as the direct effect of sales performance on brand loyalty. Using a descriptive-survey approach and a quantitative research process, data was collected through a 5-point Likert scale questionnaire, and hypotheses were tested using the Partial Least Squares (PLS) method with Smart PLS software. The sample consisted of 385 respondents, selected through random sampling, and the results were analyzed using SPSS for descriptive statistics and PLS for hypothesis testing. The findings confirmed that brand awareness positively influences brand loyalty, with customer satisfaction and trust significantly mediating this relationship. Additionally, sales performance was found to have a direct positive effect on brand loyalty. Reliability of the questionnaire was established through Cronbach's alpha, with all coefficients above 0.70, indicating high internal consistency. Validity was ensured through expert review and construct validation methods. Descriptive statistics revealed a balanced distribution of respondents' gender, age, and education levels, ensuring the representativeness of the sample. Based on the findings, practical recommendations were made for travel agencies to enhance brand awareness, improve customer satisfaction, build trust, and optimize sales performance to strengthen customer loyalty.