Mba Thesis Customer Satisfaction

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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.

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).

Brand loyalty is the fundamental objective of the businesses that they offer about their products and services.

For businesses, brand loyalty is important to improve revenues of the businesses, attain high price,maintain clients rather looking for other ones (Malik & Ghafoor, 2013).

However, concentrating profoundly on fulfilling expectations of customers can result in some negative outcomes, for example, reducing in market share (Tse & Wilton , 1998).

It is normally trusted that a satisfied client is progressively expected to show loyalty behavior.

2.8 Types of loyal customers influence on brand loyalty and customer satisfaction Some businesses make their clients loyal intentionally by using monopoly power even customers do not want to be loyal and some businesses attract to get loyal customers by offering low price products and services.

Moreover, businesses which are very careful about their brand (Grönholdt, 2000).


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