In the recent years, customer loyalty accounts for the future development for companies, as it is the key success factor to retain existing customers. The relationship linking trust-satisfaction-loyalty is a well-establied academic finding, however, the moderating effect of company?s origin of country on the customer loyalty is a less visited area. This is the motivation of this study to conduct an empirical exploration, with the objective to make valuable suggestions to the incumbent channel company in view of enhancing the improvement. Data analysis is performed by AMOS software package to build a theoretical framework. The findings is that trust has positive influence in customer satisfaction and customer loyalty and customer satisfaction has mediating effect on the link between trust and customer loyalty. The channel company?s origin of county exerts a moderating effect on the customer satisfaction and customer loyalty. This finding provides a business implication that customers? perception on the operations advantage can be a determinant of their loyalty toward the company.
