Brand Loyalty in Pakistani Automobile Sectors

2037 WordsJul 9, 20139 Pages
ijcrb.webs.com MAY 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 1 THE RELATIONSHIP BETWEEN BRAND TRUST, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY. (EVIDENCE FROM AUTOMOBILE SECTOR OF PAKISTAN) Talat Mahmood Kiyani (Corresponding Author) Assistant Professor Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan Mohammad Raza Ullah Khan Niazi Assistant Professor Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan Riffat Abbas Rizvi Lecturer Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan Imran khan Lecturer Department of Management Sciences, COMSATS…show more content…
Brand trust is basically the emotional commitment of the customers with brand. Marketers are now days very much interested in trust because mostly it is observed that higher trust ratings are positively related to loyalty (Reast, 2005). Studies elaborated that trust plays an important role in customer repeated purchase decision and long term customer satisfaction (Ballester and Aleman, 2001). Brand trust development is a long term process, a trustworthy brand cares the customer expectations, fulfill promises and value its customers that eventually leads to brand trust and reliability (Ballester and Aleman, 2005). Present study is carried out to gauge the strength of relationship between brand trust and customer loyalty. Customer Satisfaction: Satisfaction is traditionally considered as an overall affective response resulting from the use of a product or service (Oliver 1981). It is believed to have a direct influence on customer loyalty (Mittal and Lassar, 1998; Oliver, 1997) and repurchase behaviors (Kumar, 2002; Mittal and Kamakura, 2001). Many agree on a direct affect of satisfaction on loyalty but some other researchers have focused more on identifying moderators and/or mediators of the effect

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