A Study on Impact of Customer Satisfaction on Brand Loyalty

Abstract

Introduction: Customer satisfaction and brand loyalty is an emerging phenomenon and it is considering a vital issue for which the business firms are very sensitive. In today's dynamic and competitive business environment, building a strong and loyal customer base is a top priority for companies in all industries. The purpose of this study is to explore the effects of customer satisfaction and Brand loyalty. A convenient random sampling survey of 100 respondents was used for the research. The results illustrate that customer satisfaction significantly affects brand loyalty. Also, the factors of product quality and service quality affect Brand loyalty. Customer perception of product quality and service quality are almost equally to build up the satisfaction. We suggest that managers should consider product quality and service quality as foundations to build up customer satisfaction, Brand loyalty and, also to improve brand image as an added on value for customers.