IMPACT OF BRAND SWITCHING, BRAND CREDIBILITY, CUSTOMER SATISFACTION AND SERVICE QUALITY ON BRAND LOYALTY Rizwan Arshad1, Idrees Akbar2, Abdul Muqtadir3, Urooj shafique4, Hafsa Zia5, Waheed Naseer6, Shoaib Ahmad Amin7 1(Faculty Member, Department of Management Sciences Islamia University of Bahawalpur, Pakistan) 2(Student, Department of Management Sciences Islamia University of Bahawalpur, Pakistan) 3(Student, Department of Management Sciences Islamia University of Bahawalpur, Pakistan) 4(Student, Department of Management Sciences Islamia University of Bahawalpur, Pakistan) 5(Student, Department of Management Sciences Islamia University of Bahawalpur, Pakistan) 6(Student, Department of Management Sciences Islamia University of Bahawalpur, Pakistan) 7(Student, Department of Management Sciences Islamia University of Bahawalpur, Pakistan)
Abstract: To be a leading company, it is a massive task to build brand loyalty. Brand is the only word that differentiates the goods and services from the other ones. Therefore the dominated companies spend a lot on the brand to make it unique in order to develop the brand loyalty. Brand loyalty can be created by the numerous ways and strategies but most convenient ones are how much you fulfill your promises in the light of brand credibility, and so on service quality is how much strong if the customer is satisfied then it will show its loyalty towards brand and if not then it shift the intention towards other brand in term of brand switching. This study measures brand loyalty of banking clients of Bahawalpur in Pakistan. A field survey was conducted in Islamia University of Bahawalpur. the study was conducted by 200 respondents, analysis were conducted by mean of exploratory and confirmatory factor, for checking the data and common method variance. For checking the relationship regression analysis were done. The results were quit significant. Findings indicate that bank has performed satisfactorily in presenting a desired image of the target market. Hence future researchers in the area should be kept in mind that product involvement and brand loyalty are not universal constructs; they should examine within specific consumers and product parameters. Keywords: Brand Loyalty. Brand Credibility, Brand Switching, Service Quality and Customer Satisfaction
Brand loyalty is one of the major parts of successful business organization and firms. Loyalty is the customer’s trust on brand, in other words we can say it as trustworthiness and customer’s satisfaction related to the brand. Here, loyalty is strong commitment to repurchase in future the same brand despite of marketing efforts by potential competitive business, due to the product`s superiority. It also shows the effect of variables on brand loyalty, four variables customer satisfaction, brand credibility service quality and brand switching to maintain a relationship with brand. It is the situation which shows that how a consumer eventually buy the products from the manufacturer in frequent way it may be same brand or alternative therefore brand loyalty can defined as repurchasing the products. Brand loyalty is a helpful for the prediction of future repurchase. If customer is satisfied with brand then he/she will buy it again and future purchase will increase because a satisfied customer will recommend others to purchase such brand compared to other rivals, because such brand is providing more satisfaction. Brand loyalty is the extent of the faithfulness of consumer to a specific brand, expressed through their repeatedly purchase, irrespective of the marketing efforts or pressure generated by the competing brand There are numerous models to investigate about the behavior of people. The convenient one is described by Dick and Basu, 1994; Sheeran and Abraham, 2003). Experience is counted to be a way in order to make decision. The customer like its existing product but many companies has unsuccessful in understanding the...
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