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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
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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
Customers will remain loyal based on the innovation and quality of the product. The distribution and advertising of the brand was also further investigated as well as consumer confidence.
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
This research investigates the impact of Brand Loyalty on consumer preference. Independent Variables selected for this research were Brand Image, Brand quality, Brand perception to explore the impact of these independent variables on Consumer preference (Dependent variable). For this purpose, Primary research has been conducted. The questionnaire survey for this research study was administered among the population mainly at the different Universities. For this research study, a sample size of 250 respondents has been taken into consideration. University students constitute the sample for this research study using random sampling (non-probabilistic) used as a sampling
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
There are no studies which touched on the topic of “loyalty” to hotel brand in Riyadh City in the Kingdom of Saudi Arabia but there are some studies which had discussed the “loyalty” to a brand in other production sectors. For example, the study of (Salh, 2010 ) as it aimed to study the psychological and social factors and its effect on loyalty of mobiles’ buyers to the brand as the study concluded that there is relation between the psychological and social factors of user and mobile brand. The study of (Hasen, 2017) aimed to know the factors which lead to prefer a specific brand and concluded that there are several factors of preference of a specific brand such as quality, price, specifications and mental image of the brand. The study of (Al-Zabi, 2013 ) strived to examine the effect of concepts relevant to the nature of purchasing decisions, mechanism to make these decisions, methods of its evaluation, explain the types reference groups which affect purchasing decision of consumer of automotive goods and identify the types of effect (informative and standard) and degree of their effect on purchasing decision of consumer of automotive goods. The study of (Al-Khusroom, 2011 ) aimed to know the effect of perceived difference and perceived quality of on consumer’s loyalty to a brand. The study concluded that there is big effect of perceived difference which is created by brand in consumer’s mind in his loyalty towards this brand. Also, the perception of
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.
The aim of this research is working on brand equity and customer loyalty and finding their significant relationship in banking industry in case of Bank Pasargad as a successful private bank in Iran. In this chapter after introducing necessary background information and Bank Pasargad history, problematic issue of this research will be explained and based on problem statement and gaps, more specific objectives and questions will be identified.
This study is intended to understand consumer consumption habits, loyalty patterns and various influencing factors. Questionnaire was a mix of various demographic and consumption related areas.
Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Past studies in this area reveal the dependence of researchers to administer the scale developed by Kapferer and Laurent as well as
Faiza Anwar, Sahaab Akbar, Uroosa Akhtar Khan Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan.
Senthil K. Nathan & Dr. Sw. Rajamanoharane Department of Management Studies J.J. College of Engineering and Technology Tiruchirappalli 620 001, Tamil Nadu, India senknat@yahoo.com, swrksr@gmail.com
Different authors have given many ideas, perceptions about those factors according to their experiences. Henceforth, an explanation about each factor and the relationship of each factor with the brand loyalty based on prior studies can be shown as
Brand loyalty, long a central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features. As brand loyalty increases, the vulnerability of the customer base to competitive action is reduced. It is one indicator of brand equity which is demonstrably linked to future profits, since brand loyalty directly translates into future sales.
AIM: to analyse and discuss the reasons behind low brand trust and how low brand trust affects marketer’s job?
By this research we will find the brand loyalty about different aspects in developed and developing country and also examine the nature and thinking of cross border peoples and also finds where the Cosmo politics are more effect the people behavior about the purchasing decisions. And which country peoples are more loyal with global