An Influence Of Customer Satisfaction On Brand Loyalty

1988 Words Sep 19th, 2016 8 Pages
AN INFLUENCE OF CUSTOMER SATISFACTION ON BRAND LOYALTY: A CONCEPTUAL STUDY OF INDIAN TELECOM MARKET
Nishant Dabhade
Research Scholar
Jiwaji University, Gwalior (M.P.), India nishant.dabhade.mgmt@gmail.com 1. Abstract
Customer satisfaction and brand loyalty are the most significant factors that influence the telecom industry. Customer satisfaction contributes in brand loyalty especially in mobile telecom sector. The study is conceptual in nature and secondary data is used to shape the paper. The main objective of this study is to find out the interrelationships and effect of customer satisfaction on brand loyalty. Findings suggest that there is high positive relationship between the concepts of customer service satisfaction and brand loyalty. Deep study of literatures has been done to reach at outcome of the study.
Keywords: Customer Satisfaction, Brand loyalty, Telecommunication sector etc.
2. Introduction
The relationship between customer satisfaction and brand loyalty has proven its role and importance in Management as well as in marketing. Throughout previous decades, Marketing researchers have acclaimed the advantages of satisfaction and loyalty, and have mentioned them as directories of an organizational competitive benefit. On the other hand, brand loyalty is one of the most important constructions in marketing, due to its final effect on customers’ repeated purchases, and in fact, those loyal customers who purchase repeatedly are…
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