Mba Thesis Customer Satisfaction

According to (Ramaseshan, et al., 2013), loyalty is the result of good marketing strategy in competitive market which makes values for brands (Alkhawaldeh, et al., 2017).The idea of brand loyalty has been recognized as an essential construct in the literature of marketing for at least many years in competitive advantage (Howard & Seth, 1969).

According to (Ramaseshan, et al., 2013), loyalty is the result of good marketing strategy in competitive market which makes values for brands (Alkhawaldeh, et al., 2017).The idea of brand loyalty has been recognized as an essential construct in the literature of marketing for at least many years in competitive advantage (Howard & Seth, 1969).

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Moreover, according to (Aaker, 1991), brand loyalty is described as “a situation which reflects how likely a consumer will be to switch to any other brand, particularly when that brand makes a change, both in price or in features of product(Alhaddad, 2015).

2.2 Importance of Brand Loyalty Brand loyalty is vital for businesses to obtain its objectives and thus, the businesses attempt to create their clients satisfied and also solve the issue if they feel identified with their specific goods and services.

Satisfaction has continually been described as procedures and results that have been recognized as a key determinant for loyalty, especially in the retail context(Bloemer & de Ruyter, 1998).

When it comes to satisfaction, customers can also now not suppose about the aspects of the process and as an alternative may additionally focus completely on the outcome (Parker & Mathews, 2001).

A few researchers for example;(Johnson & Fornell, 1991)endorse that customer satisfaction is the typical contrast primarily based on the whole experience with a good service over time.

For example,(Swan & Oliver, 1985) describe satisfaction as a particular affective/cognitive post-purchase orientation that focuses on the contrast of the product in terms of its “performance in use”.2.3 Benefits of brand loyalty Most researchers accept that benefits of an organization can be developed by brand loyalty for example; good reputation through WOM (word of mouth)(Sutikno, 2011), decreased costs of marketing activities(Chaudhuri & Holbrook, 2001), high profit of businesses(Kabiraj & Shanmugan , 2011), enhanced market share (Gounaris & Stathakopoulos, 2004) in the market.The above benefits significantly uncover positive effect of brand loyalty can have on an organization.The loyalty is crucial since it develops brands’ market share in the future.(Eakuru & Mat, 2008)Expressed which prompts achievement of businesses.2.1 Definition of Brand Loyalty As indicated by(Mao, 2010), the brand loyalty definition is characterized as holding attractive over a specific goods or services.Loyal customers tend to pay money for the same product to rebuy it and talk highly about the values of the product or service.On the contrary, a few preceding researchers ( (Bennet & Rundle-Thiele, 2004); (Egan, 2000); (Mcllroy & Barnett, 2000)suggest that satisfaction is an crucial but no longer an adequate situation for loyalty, as even satisfied customers may additionally defect if they agree with they can get higher price and/or first-class quality elsewhere(Omar, et al., 2011).2.7Importance of Customer satisfaction According to (Lien & Bich, 2016), building and maintaining consumer satisfaction is considered as one component in strategic planning.Brand loyalty concept has regarded as a significant concept in literature of marketing for 40 years ago(Howard & Seth, 1969).On the other hand, (Khan & Mahmood, 2012) recommended a definition that mirrored these advantages in a proficient way, by expressing that brand loyalty can be characterized as the unrestricted responsibility of the clients and strong communication with the brand that is not probably influenced under ordinary conditions (Maheshwari, et al., 2014).