Brand Loyalty, Service Quality And Satisfaction

The research results showed that product quality was not the strongest factor that led to brand loyalty but market inertia and that product quality was more likely to lead

Thus, companies seek to strengthen customer loyalty. Brand loyalty is considered to tilt the consumer to purchase the package / product specific brand (Jacoby and Chestnut, 1978). Later, Oliver (1997) defined loyalty as "a deeply held commitment to REBUY or repatronize preferred product / service consistently in the future, thereby causing repetitive same-brand or same brand set purchasing, despite situational influences and marketing activities, which would result in causing switching behavior "(p. 34). This conceptual definition covers two different aspects of loyalty: the behavioral. This is consistent with an integrated conceptual framework proposed by Dick and Basu (1994), that customer loyalty is regarded as a "power relationship between the relative position of the individual and repeat

In today’s highly competitive business markets, a consumer’s loyalty to a brand often adds reassurance to the company’s stable and lasting position in the marketing world. As the new year continues to unravel, brands must maintain strong marketing strategies in order to keep their current buyers interested as well as capture the eye of new buyers. Brand loyalty after all, is the consumer’s conscious and unconscious decision, expressed through intention or behavior, to repurchase products from a brand continually. It occurs when the consumer perceives that the brand offers the right product features, image, or level of quality at the right price. One of the industry’s most successful

It is important for a business to have brand loyalty because the main focus of brand loyalty is trying to get the

Brand loyalty is a competitive advantage for the brands. Brand loyalty is found to have a positive influence on the performance of the product. it is known to increase the financial benefits associated with the product. brand loyalty has a positive and direct relation with the financial performance of the company. The revenue generated from a product increases. When a customer buys a product and product satisfies the consumer need, the customer become satisfied. The satisfactory post purchase behavior of a consumer propels the consumer for buying a product again and again. This repurchasing behavior of a consumer increases the sales of a product and ultimately increases the revenue of a product. The financial performance of a product enhances as the revenue increases, the profitability of the product also increases. Brand loyalty sticks consumer to a brand and does not switch to other

Forging good brand relationships can be done via behavioral loyalty by the understanding the patterns of repeated purchases, quantity and types of products consumed(Keller, 2001).

Brand Loyalty is a concept which has both attitudinal and behavioural components. Marketers are very concerned about brand loyalty. It is not simply about repurchasing. It consists of customer’s commitment towards the brand and consumption repeatedly whenever the need arises. In addition to that, customers might also act as advocates for the brand. Hence both the entities form a long lasting relationship. The success of any brand is dependent on its capability to attract customers. It is very critical for a brand to have a loyal set of customers who will stick with the brand always. Loyal customers are more likely to buy a brand than a customer who is not. This helps in generating a stable source of revenue. Sometimes brand loyalists engage in

From the above definitions of customer loyalty, I can say that it is related to attitude or behaviour of the customers over a product or service resulting in repeat purchasing or patronizing. It is also said that loyalty is also closely related to commitment but is different from its reciprocity because it is usually applied for customer-seller relationship (Pritchard, 1999). In addition, customer loyalty consists of not only building but maintaining a relationship with one’s customer (Chow & Holden, 1997). According to Mitchell & Sanders (1995), that customer loyalty has been described as a connection and commitment to seller’s offering over the long term. Furthermore, Jones and Sasser (1995) discovered that one of the key element of securing customer loyalty is through customer satisfaction.

This paper will explore the ways companies go about in creating this brand loyalty and it will investigate the

Brand loyalty occurs in every service brand or product and creates a desirability around the brand in the consumer’s eyes to invite them to want to make repeat purchases. Always turning to that brand to satisfy a need trying to be fulfilled. Whether it’s a product or service that is used or a product that is consumed brand loyalty exists, Brand loyalty is built on the basis of every interaction a customer has with your service. The key to brand loyalty is to always meet or surpass expectations with every customer encounter.

It is generally recognized that there are linkages between service quality, customer satisfaction and loyalty Caruana, (2002). However Oliver (1999) stated that the suggestion that satisfaction generates loyalty in erroneous, with between 65% and 85% of satisfied customers defecting to other suppliers. There have been a number of studies that have looked at the antecedents of loyalty, including value, levels of functional and emotional risk, and brand reputation, trust, effect and preference. A number of studies by various researchers (Caruana, 2002; Oliver, 1999) have contributed to the understanding of the relationship between the consumer and provider.

Brand loyalty is the target of all marketers. It is the product of a psychological contract between the brand and the consumer (Helicon, 2016). Loyalty consists of positive attitudes and preferences for brands leading to their consistent repurchase. Brand loyalty is an avenue for companies to develop long-term relationships with customers. As the cost of advertising has dramatically increased in recent years, marketers are increasingly turning to pricing and price related promotions as a means of influencing purchasing decisions by consumers (Krishnamurthi, 1991). While pricing has a significant impact, consumer preference is often a very difficult barrier to overcome even

The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.

Research has indicated that brand attributes are viewed as important elements in a consumer 's decision-making. For example, Lau et al. (2006) in his article mentioned that there were seven factors that influenced consumers’ brand loyalty towards certain brands. The factors were brand name, product quality, price, Design, store environment, promotion and service quality. For the purpose of the study literature review will focus on the following identified factors of brand loyalty namely brand trust, store environment, service and quality.

A Conceptual Study on the Relationship between Service Quality towards Customer Satisfaction: Servqual and Gronroos’s Service Quality Model Perspective