Abstract: Customer satisfaction is a significant factor for measuring the loyalty of the brand, but this relationship sometimes has mostly been studied separately.
Many variables like brand image, price fairness, repurchase, brand trust, product and service quality, innovation, and income affect the loyalty towards the brand. Brand experience affects the satisfaction, trust, and loyalty of the customers. It helps to build long term relationships of the company with its customers.
The primary data is used in this study and for this purpose survey has been conducted through a structured questionnaire. The sample size is too small. The view of 50 people is recorded. Samples can be taken through an online questionnaire. Samples can be taken of students, professionals, businessman who resides in Delhi. The study shows the relationship between customer satisfaction and brand loyalty.
It has been concluded that the loyalty of customers can be affected by various variables like quality, price fairness, satisfaction level, etc.
In this report, the sample test is used. There are 47 individuals from the 18-30 age group, 2 from 31-40 and 1 from 41-50. We have a sample of 52% of females and 48% males. Approximately, 86% are loyal to a specific brand and 14% are not loyal.
Loyalty has been considered the group factor which has been compared with many variables like price fairness, income, advertisements, quality, and satisfaction. In this research, Advertisements and income level of customers affect the loyalty of customers towards their brand.
Keywords: Advertisements, Income, Satisfaction, and Quality.
Title: Relationship between Customer Satisfaction and Brand Loyalty
Author: Gonica Verma
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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