This study was designed to identify and analyze the effect of perceived value, differentiation, and emotional branding on customer satisfaction and trust; non-recursive influence between customer satisfaction and customer trust of the vivo smartphone in Medan. Respondents consist of adults who use vivo smartphones domiciled in Medan. The analysis technique uses a structural equation model with the robust maximum likelihood method. Data processing is assisted by Lisrel software and the results indicate in case the direct effect coefficient of the same latent variable is positive in the non-recursive and recursive models, the coefficient will be higher in the recursive model. Therefore, it is important for vivo smartphone management to verify first, whether the relationship between customer satisfaction and trust is reciprocal. In case it is one way, where satisfaction affects customer trust, then the strategy or program of increasing perceived value and differentiation directly at customer satisfaction is more optimal. Furthermore, it will have an impact on customer trust since the satisfaction mediating effect is higher than the customer trust mediating effect in the recursive model. The program of increasing consumer trust with emotional branding through customer satisfaction is good, since the mediation of satisfaction is significant in both non-recursive and recursive contexts.

This paper aims to use a dual-process of direct and indirect use of competitive advantage (CA) for investigation of the contribution of customer orientation (CO) in affecting organizational performance (OP) of Jordanian banks. The current empirical research is based on the survey conducted on 16 banks from Jordan. Structural equation modeling was employed along with confirmatory factor analysis for easy comprehension of correlation among the three latent constructs. The results showed that (OP) experienced a partial reconciliation effect of (CO) in the presence of (CA). The study also established the significant immediate impact on performance of organization because of (CO). Moreover, significant indirect positive effect of (CO) over (OP) was evident in presence of (CA). Theoretical and managerial inferences of the outcomes are explained in the last section.