Conceptual Model And Framework . According To Above Literature

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

Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137. Retrieved from http://link.springer.com/article/10.1177/0092070300281012

Development of good customer relations is vital for the survival of any given company. Marketing research serves as an indicator of the level of current costumer relation,

Retention is a reflection of a customer’s willingness to remain with a particular company’s service or products and is useful to measure customer loyalty. The relationship

Top management of GoodLife was not happy with this figure as they are losing 40 percent of its customers annually. With an increase of 1 percent customer retention rate, the company will earn $35,000 of gross revenue. There are several problems and intermediate causes that lead to the low customer retention rate issue and the cause-and-effect relationship was shown in diagram 1. The major problems are low customer satisfaction, low brand equity and personal factors. Customer satisfaction in GoodLife is low mainly due to little or no personal relationship and equipment or facilities problems. GoodLife received dozens of verbal and written complaints or concerns every week dealt with equipments and staff problems. In addition, we have identified some intermediate causes that would lead to no personal relationship problem. For instance, shortage of database marketing and branding exercise might directly or indirectly induce this problem. Also, branding exercise was seen as an important factor that contributes to low brand equity as a good brand equity consists of both brand awareness and brand meaning elements. Overall, we think that no personal relationship was the central problem that would directly or indirectly lead to the issue of low customer retention rate. We must focus on this problem if we want to increase customer retention rate in GoodLife.

So in order to maintain the consumer loyalty with the brand it is necessary to make a good relationship with the consumer as it is the first key of building good image of brand in the mind of the

The basic analysis used for reliability analysis is to find the Cronbach Alpha (α) value. There may be a single α value for each item, or an α value for all questions. The α value obtained for all the questions indicates the total reliability of the questionnaire and is expected to be greater than 0.7, the lower α values indicate that the questionnaire has poor reliability, and α> 0.8 indicates that the questionnaire has high reliability. In our study, we calculate 0.846 which means that our items is "good" and reliable. After all, we found the overall score by collecting all items. See Appendix

Reliability and validity should be included in all research studies. This study will measure reliability by utilizing the test-retest reliability. The same measurement tool will be utilized multiple times, which will ask the same questions and follow the same research procedure. Validity will be measured by four criteria: face validity, content validity, criterion-related validity, and construct

Cronbach's alpha is a statistic that normally used in measure the internal consistency or reliability of a instrument (Mohsen and Dennick, 2011). The instrument cannot be valid unless it is reliable. And the reliability of the instrument does not depend on validity. The most used of cronbach's alpha is to measure the reliability. The cronbach's alpha is expressed as a number between 0 and 1. Before the test employed by

Customer loyalty is much harder to obtain that customer service satisfaction. The most important first step is to satisfy the customer by meeting their expectations. Customers only give a company one chance and if they aren’t satisfied they will not do business with that company again, as well as tell others of their experience. The next step would be to exceed the customer’s expectations. If a business goes above and beyond to assist the customer they begin to build loyalty. The next step is to truly surprise the customer. In order to dominate the marketplace the company must find a way to make them selves stand out with their product or service, accompanied with phenomenal customer service. Once this has been done customer satisfaction and loyalty will be gained. “Acquiring a new customer can cost four or five times more than keeping a current customer” (Bestmark, 2013). So it’s essential to keep the current customer’s happy and coming back for more.

Customer satisfaction and service quality are the two important components that direct anyone’s attention in every concept related to marketing, services, etc. (Spreng and Mackoy, 2006). In today’s competitive era, the success lies in

Customer loyalty is the key objective of customer relationship. Loyalty only occurs when there is a positive attitude to a brand perceived to be different. The individual market segments should be targeted in terms of developing customer loyalty. Loyalty is not just repeat buying but also involves the attitudes of customers to a brand. When a customer feels that the product or service was highly satisfying they develop loyalty. If they do not feel as if the product and service was not satisfying there might negative effects.

In this study reliability test is to be carried out by pilot test and computing Cronbach’s Alpha. Sekeran and Bougie (2010) reinforces that pilot test is necessary for testing the reliability of instruments where the feedback of the pilot study is used to refine the instruments to make it reliable during the study. Cronbach’s alpha will be used to test the reliability of the measures of the instruments. Bryman (2011) suggests that where Cronbach Alpha is used for reliability test, a rule of thumb is also used that states that the Cronbanch values of the items in the study should not be lower than 0.7. The Cronbach values will be computed as follows:

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.

Keywords Customer satisfaction, Business-to-business marketing, Industrial marketing, Relationship marketing, Organizational behaviour, Market research Abstract In practice, firms measure customer satisfaction using models and theory developed for evaluating the perceptions of individual consumers rather than entire organizations. This paper develops an integrated model of customer satisfaction measurement specific to a business-to-business