International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (1095-1098), Month: October 2019 - March 2020, Available at: www.researchpublish.com
Relationship between Customer Satisfaction and Brand Loyalty Gonica Verma 1
MBA (Marketing and Sales)
1
Amity Business School, Noida, India
Abstract: Customer satisfaction is a significant factor for measuring the loyalty of the brand, but this relationship sometimes has mostly been studied separately. Many variables like brand image, price fairness, repurchase, brand trust, product and service quality, innovation, and income affect the loyalty towards the brand. Brand experience affects the satisfaction, trust, and loyalty of the customers. It helps to build long term relationships of the company with its customers. The primary data is used in this study and for this purpose survey has been conducted through a structured questionnaire. The sample size is too small. The view of 50 people is recorded. Samples can be taken through an online questionnaire. Samples can be taken of students, professionals, businessman who resides in Delhi. The study shows the relationship between customer satisfaction and brand loyalty. It has been concluded that the loyalty of customers can be affected by various variables like quality, price fairness, satisfaction level, etc. In this report, the sample test is used. There are 47 individuals from the 18-30 age group, 2 from 31-40 and 1 from 41-50. We have a sample of 52% of females and 48% males. Approximately, 86% are loyal to a specific brand and 14% are not loyal. Loyalty has been considered the group factor which has been compared with many variables like price fairness, income, advertisements, quality, and satisfaction. In this research, Advertisements and income level of customers affect the loyalty of customers towards their brand. Keywords: Advertisements, Income, Satisfaction, and Quality.
I. INTRODUCTION Customer satisfaction is broadly viewed as "The most crucial route to significant and sustained marketing performance" (Piercy, 1995) and as "central into the marketing concept (Fournier and Glick, 1999). Consumer satisfaction is a marketing tool which helps to meet the company's need and consumer's expectation. Brand loyalty is the tendency to repurchase the product from the same brand instead of looking to another brand. In the present era, consumer satisfaction with brand loyalty is an emerging trend. Brand image is the main asset of the company. Brands are considered an important asset of the company that makes customers loyal and have value for the end consumer. They link consumers with the company that builds customers' trust and loyalty towards the brand. This loyalty brings greater market share. Thus the brand helps customers to make a good decision while purchasing a product. Thus brand creates a relationship with the customers either a positive by continuing the brand or negative by moving to the competitive brand. It helps to maintain the performance of the company and also helps the company to grow in the competitive market. The company needs to maintain a good level of customer satisfaction.
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