RELATIONSHIP OF CUSTOMER SATISFACTION AND BRAND LOYALTY THROUGH THE PATH OF ATTITUDE TOWARD BRAND

Abstract

This research aims to address the issue of brand loyalty while identifying its potential predictors. Along with the relationships of customer satisfaction, attitude towards brand and brand loyalty. Attitude towards brand plays its role as a mediator. customer satisfaction has significant positive impact on attitude towards brand and brand loyalty. Total 225 customers are selected randomly for conducting the research. Attitude towards brand partially mediates the relationship of customer 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 customer satisfaction and attitude towards brand may be even more prominent in enhancing the level of brand loyalty.