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- Title
THE IMPACT OF THE PERCEIVED QUALITY, CUSTOMER SATISFACTION, BRAND TRUST AND CONTEXTUAL FACTORS ON BRAND LOYALTY.
- Authors
RIZWAN, MUHAMMAD; USMAN, ALI; HUSSAIN, TAJAMUL; SHAFIQ, AKASHA; RAUF, SANA; AIAN AYAZ, QURAT UL
- Abstract
Every day, a customer makes several purchase decisions. The numbers of decision are base on brand loyalty. The purpose of this research is to investigate the effect of the perceived quality, customer satisfaction, brand trust and contextual factors on brand loyalty of K&N's product in Pakistan. Data has collected through self-administrated questionnaires from user of K&N's in city Bahawalpur. We have selected the students, employees and businessperson as respondents. We have distributed questionnaires among 200 respondents. From 200 respondents 150 have selected. Remaining 50 questionnaires was excluding due to faulty response. For analysis, we have used regression analysis techniques. The results showed that brand trust has a strong and significant relationship with brand loyalty. Customer satisfaction & perceived quality has also positive impact on brand loyalty. The impact of contextual factor on brand loyalty was insignificant. After the study we recommend that, if the company wants to prosper in the market they should focus on these factors. These factors determine the loyalty of the customers. In our opinion if the company is able to develop the trust, customer satisfaction and good perceived quality then it can perform better.
- Subjects
CUSTOMER satisfaction; BRAND loyalty; CONSUMER preferences; REGRESSION analysis; CONSUMER behavior
- Publication
CLEAR International Journal of Research in Commerce & Management, 2013, Vol 4, Issue 3, p83
- ISSN
2249-4561
- Publication type
Article