The Impact Of Customer Satisfaction On Brand Loyalty

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The Research topic: The impact of Customer Satisfaction on Brand Loyalty in the UK. The case study of Hilton Hotels and Resorts. INTRODUCTION 1.1 BACKGROUND OF THE STUDY Customer satisfaction is arising as a big challenge in the hospitality industry. Brands are introducing and accepting in every good economy, which give an indication that customers are not only giving importance to tangible products and services but they also look for the self-esteem behind the scene.(Sutton, 2003). Dr. Mary Jones from University of Bath (2009) put light to this particular issue by saying that customer retention is profitable for a company, but it needs quality services, superior values and satisfaction to customer loyalty with brand. Brand loyalty is necessary to get place in the customer’s mind and can only be gained by communicating the brand’s philosophy into the mind of customers through good repute.(Simmon,1999). Customer satisfaction leads to brand loyalty. This is an assumption made very often in the hospitality industry. Based on this assumption, every company should attach utmost importance to create customer satisfaction. (Kamila,2003). After customer buying a certain product, it will have a certain degree of effect on brand loyalty from the customer point of view. (Spreng, MacKenzie, and Olshavsky,1996). Kotler (2001) defined satisfaction as a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance, in relation to his or her
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