Preview

Brand Loyalty in Pakistani Automobile Sectors

Good Essays
Open Document
Open Document
2050 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Brand Loyalty in Pakistani Automobile Sectors
ijcrb.webs.com

MAY 2012

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

VOL 4, NO 1

THE RELATIONSHIP BETWEEN BRAND TRUST, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY. (EVIDENCE FROM AUTOMOBILE SECTOR OF PAKISTAN)
Talat Mahmood Kiyani (Corresponding Author) Assistant Professor Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan Mohammad Raza Ullah Khan Niazi Assistant Professor Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan Riffat Abbas Rizvi Lecturer Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan Imran khan Lecturer Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan

ABSTRACT The study is based on a sample of automobile users in twin cities of Pakistan. The results reveal that both the independent variables customer satisfaction and brand trust have a significant positive impact on customer loyalty. However customer satisfaction is the most important aspects of customer loyalty beside other variables in automobile sector of Pakistan. Therefore companies must focus on a more comprehensive approach towards relationship marketing that includes customer satisfaction, which will result in retaining current customers and generation of positive word of mouth. The purpose of the present study is to examine the effect of brand trust and customer satisfaction on customer loyalty. Data were collected through self-administered
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research

489

ijcrb.webs.com

MAY 2012

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

VOL 4, NO 1

questionnaire from 131 customers from twin city (Islamabad/Rawalpindi) of Pakistan. Results from the survey showed that the relationship between brand trust and customer loyalty is positive and also there is a positive relationship between
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Mkt 421 Week 4 Brand Loyalty
    • 755 Words
    • 4 Pages

    Mkt 421 Week 4 Brand Loyalty

    Brand loyalty involves a promise of tangible and intangible benefits that are designed to meet the needs of the customer, thereby creating lasting relationships. A successful brand is not simply a product that receives the most media attention, strong sales, and customer satisfaction. Strong, enduring brands are built with the vision of brand loyalty in mind. “Brand loyalty is the strongest form of brand equity and reflects a commitment to repeat purchases. Loyal customers enable a company to reduce marketing costs, leverage trade relationships, and speak to competitive threats with greater success” (Marshal & Johnston, 2010, p 310).…

    • 755 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Air Canada Swot Analysis
    • 1010 Words
    • 5 Pages

    Air Canada Swot Analysis

    Air Canada, founded in 1937, has been recognised as Canada’s flag airline.1 This airline provides services to its passengers within 192 countries around the world and ranks top twenty amongst the largest air transport provider worldwide.2 Air Canada has established a direct connection between its passengers and their company through brand loyalty. Two main aspects that are continuously being focused on is attitudinal aspects as well as behavioural aspects. It is undeniable that besides having the mindset to continue repurchasing from a certain brand, customers also have a certain level of commitment or emotional connection towards the brand. This report aims to examine the factors that influence passengers towards brand loyalty…

    • 1010 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    A Case Study on River Island
    • 8185 Words
    • 29 Pages

    A Case Study on River Island

    The research focuses on how companies maintain loyalty with its customers and how they make profit out of them? To be able to get the deeper idea and to understand this research, this study has shown the strategies of customer loyalty, have explained and introduced specific activities which keep customers loyal. Furthermore benefits generated from maintaining customer loyalty has been show, which includes both for the company and customer as well.…

    • 8185 Words
    • 29 Pages
    Powerful Essays
    Read More
  • Better Essays

    Hhonors Case Study
    • 1002 Words
    • 5 Pages

    Hhonors Case Study

    Customer Brand Loyalty is much more than simple repurchasing. “Brand Loyalty can be earned only when leaders put the welfare of their customers and partners ahead of their own self-serving interests.”…

    • 1002 Words
    • 5 Pages
    Better Essays
    Read More
  • Best Essays

    Customer Satisfaction Analysis on Supershuttle Taxi Service, New York
    • 2100 Words
    • 9 Pages

    Customer Satisfaction Analysis on Supershuttle Taxi Service, New York

    1. Introduction – importance of customer loyalty to a company Customer loyalty is an important thing to be considered by every organization because it can affect the performance of a company, directly or indirectly, and within short-term as well as long-term period. According to Castledine (2011), loyal customers generate more profits and it is also six times cheaper to retain an existing customer rather than winning a new one. Customer loyalty can be obtained by delivering value that creates customer satisfaction. Value is closely related with the ratio between cost and benefit to the customer (Castledine, 2011). Customer satisfaction is created when their experience or perceived performance meets their expectations (Castledine, 2011). A company should strive not only to achieve customer satisfaction one at a time, but also try to make a consistent creation of it. In the context of service industry, the challenge of making consistent customer satisfaction is bigger than the challenge faced by…

    • 2100 Words
    • 9 Pages
    Best Essays
    Read More
  • Best Essays

    Annotated Bibliography: Brand Loyalty from a Multi-Faceted Perspective
    • 2105 Words
    • 9 Pages

    Annotated Bibliography: Brand Loyalty from a Multi-Faceted Perspective

    In this article, the authors outline a framework for conducting a brand loyalty audit that uses a tri-dimensional approach, which are, cognitive (I think), emotive (I feel) and behavioral (I do) response. With different levels and intensity of…

    • 2105 Words
    • 9 Pages
    Best Essays
    Read More
  • Powerful Essays

    Competitive advantage Sony
    • 5157 Words
    • 31 Pages

    Competitive advantage Sony

    Espejel,J., Fandos, C., & Flavia´n, C.(2004). Consumer satisfaction: A key factor of consumer loyalty and…

    • 5157 Words
    • 31 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    A Case for Brand Loyalty & Exploring Brand Person Relationships: 3 Life Histories
    • 399 Words
    • 2 Pages

    A Case for Brand Loyalty & Exploring Brand Person Relationships: 3 Life Histories

    * To understand brand loyalty, you have to look and access customers, as they are all different. There is a behaviour plus attitudinal approach but there are certain limitations to that in the current form. Insights into individual motivations for Brand loyalty play a major role. Also there is no Black and white demarcation specifying that a person is loyal or not. There is a continuum and a grey area existing.…

    • 399 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    The Impact of Product Functions, Brand Image, Perceived Risk,
    • 1827 Words
    • 8 Pages

    The Impact of Product Functions, Brand Image, Perceived Risk,

    This study aims at investigating the relationships among brand image, perceived risk, customer satisfaction and brand loyalty of laptop users in Taiwan. The effect of satisfaction works on brand loyalty is tested. Besides, the effects of brand image and perceived risk works on satisfaction are examined, too. This research also attempts to provide beneficial suggestions and implications for marketing practitioners. Research conclusions indicate that satisfaction is the only determinant of loyalty and it mediates the effect of brand image and perceived risk on loyalty. Evidences also show that both image and risk influence sati gests firms should pay extra attentions on brand building than risk gests firms should pay extra attentions on brand building than risk reduction.…

    • 1827 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Good Essays

    Automobile Sector-Shifting Gears To Strategic Alliances Case Study
    • 714 Words
    • 3 Pages

    Automobile Sector-Shifting Gears To Strategic Alliances Case Study

    For measuring brand satisfaction level among the four manufacturers, eight attributes (service, spare parts availability, safety, leg space, boot space, price, style and resale) were listed in the questionnaire. The null hypothesis (“There is no significant difference in satisfaction level among different brands of premium cars”) was found to be true at 5% level of significance. Similarly to evaluate the satisfaction with dealer service, thirteen attributes were evaluated (location, case of appointment, facilities, proper diagnosis, labour cost, spare cost, spares availability, promptness in service, correct service, staff behaviour, warranty service, post service follow-up, reception handling). The null hypothesis (“There is no difference in satisfaction level towards dealers service between different brands of cars”) was found to be false at 5% level of significance. That is, there was significance difference between the dealers service in respect of the four…

    • 714 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Developing Value: Good Quality at a Fair Price
    • 322 Words
    • 2 Pages

    Developing Value: Good Quality at a Fair Price

    Brand Loyalty- The degrees to which consumer are satisfied and are sticking to the brand name.…

    • 322 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Attitude and Behavior Change
    • 1103 Words
    • 5 Pages

    Attitude and Behavior Change

    References: Colgate, M, 2006. Customer Satisfaction and Loyalty. University of Auckland Business Review Volume 1, 1999. Retrieved November 18, 2012, from http://www.uabr.auckland.ac.nz/files/articles/Volume1/v1i1-customer-satisfaction.pdf…

    • 1103 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Best Essays

    Csr in Viet Nam
    • 3728 Words
    • 15 Pages

    Csr in Viet Nam

    References: [1] Bojei, J. and Alwie, A. The influence of relationship quality on loyalty in service sector. International Journal of Economics and Management, Vol. 4, 2010, pp.81-100. [2] Boulstridge, E. and Carrigan, M. Do consumers really care about corporate responsibility: highlighting the attitude-behavior gap. Journal of Communication Management. Vol. 4, No. 4, 2000. pp. 358–368. [3] Brown, T. and Dacin, P. The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing. Vol. 61, No. 1, 1997. pp. 68-84. [4] Chaudhuri, A. and Holbrook, M. B. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, Vol. 65, 2001, pp. 81-93. [5] Cheng, J. H., Chen, F. Y. and Chang, Y. H. Airline relationship quality: an examination of Taiwanese passengers. Tourism Management, Vol. 29, 2008, pp. 487-499. [6] Creyer, E. H. and Ross, W. T. The influence of firm behavior on purchase intention: do consumers really care about business ethics? Journal of Consumer Marketing. Vol. 14, 1997, pp. 421–432. [7] Du, S., Bhattacharya, C. B and Sen, S. Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing. Vol. 24, Issue 3, 2007. pp. 224– 241. [8] Fang-Yuan, C., Yu-Hern C. and Yi-Hsin, L. Customer perceptions of airline social responsibility. Journal of Air Transport Management, Vol. 20, 2012, pp. 49-50. [9] Folkes, V. S. and Kamin, M. A. Effects of Information About Firms’ Ethical and UnethicalActions on Consumers’ Attitudes. Journal of Consumer Psychology. Vol. 8, No. 3, 1999. pp. 243-259. [10] Forster, T. Die grünen Yuppies. Werben & Verkaufen, Vol. 51, 2007, pp. 45 [11] Freeman, R. E., Harrison, S. J., Wicks, C. A., Parmar, L. B. and De Colle, S. Stakeholder theory: The state of the art. Cambridge University Press: UK. 2010.…

    • 3728 Words
    • 15 Pages
    Best Essays
    Read More
  • Good Essays

    Marketing Research Topics
    • 1239 Words
    • 5 Pages

    Marketing Research Topics

    Characteristics of customer loyalty: impact of brand image or product characteristics/attributes – A study of packaged milk brands…

    • 1239 Words
    • 5 Pages
    Good Essays
    Read More
  • Better Essays

    Research on Fast Food Restaurants
    • 3486 Words
    • 14 Pages

    Research on Fast Food Restaurants

    4. Characteristics of customer loyalty: impact of brand image or product characteristics/attributes – A study of packaged milk brands…

    • 3486 Words
    • 14 Pages
    Better Essays
    Read More

Related Topics