Relationship of Customer Satisfaction and Brand Loyalty Through the Path of Attitude toward Brand

Rafi Ullah  Bilal; Hafiz Muhammad Fakhar  Zaman; Muhammad Yousuf Khan  Marri

doi:10.54692/ajss.2020.431092

Rafi Ullah Bilal Department of Business Administration at University of Mianwali, Punjab, Pakistan
Hafiz Muhammad Fakhar Zaman School of Management and Economicsat Kunming University of Science and Technology, China
Muhammad Yousuf Khan Marri School of Business Management at University Utara Malaysia

DOI: https://doi.org/10.54692/ajss.2020.431092

Keywords: Consumer Satisfaction, Attitude towards Brand, Brand Loyalty, Apple, Lahore, Pakistan

Abstract

This research aims to address the issue of brand loyalty while identifying its potential predictors. Along with the relationships of consumer satisfaction, attitude towards brand and brand loyalty. Attitude towards brand plays its role as a mediator. consumer satisfaction has significant positive impact on attitude towards brand and brand loyalty. Attitude towards brand partially mediates the relationship of consumer satisfaction and brand loyalty. For generalizing the result, current research can also be extended to customers of other users of products like FMCGs, luxury items and even for industrial products in which effect of consumer satisfaction and attitude towards brand may be even more prominent in enhancing the level of brand loyalty.

This research explains how attitude towards Apple mobiles shape the consumer satisfaction and marketers can boost the level of brand loyalty by promoting the more credible customers of Samsung mobiles. This research adds in the body of literature by proposing the consumer satisfaction, attitude towards brand and brand loyalty in a single model. For the practical point of view this research describes that consumer satisfaction and attitude towards brand are equally important in shaping the brand loyalty. Simple random sampling technique is used for gathering the data from 220 respondents of Apple Pakistan from Lahore. Reliable and valid scales have been used for measuring the consumer satisfaction, attitude towards and brand loyalty.