The study presents that every consumer desires to purchase a product from a brand that she/he perceives to have the best product features, images and of the best quality. It is these perceptions that bring about the products consumer loyalty. Brand loyalty begins with the purchase of the product for trials, and if the products quality is satisfactory, they become consistent in purchasing the product. Brand loyalty is the consumers repeated intention or behavior to continually repurchase the commodity. Brand loyalty is defined as the strength of preference towards a brand than other available options. Brand loyalty is determined through repeat buying and the sensitivity of the price. There are six conditions, which define brand loyalty. These conditions can be summarized as follows; the biased product purchase behavior expressed for a long duration, and the purchase has had influence in consumer’s decision making over other alternative product. True brand loyalty only exists when a customer have a high preference towards the brand and is only confirmed by the repetitive purchase of the product. This loyalty is said to be of considerable significance to the company. With brand loyalty, consumers are not affected by the increase of prices. There are two approaches used in defining the loyalty construct; first is the behavioral one which suggested that the loyalty of a brand is only expressed when there is repeat purchase of commodity overtime. The other approach is the attitudinal perspective, which assumes that loyalty of a brand is not necessarily determined by the consistency of its purchase, and that repetitive product purchase must be accompanied by positive attitude towards the behavior. Therefore, brand behavior is a function of both attitudes and the consumer behavior. Established consumers or those who are loyal to a brand are likely to continue buying from the company regardless of price fluctuations of the product (Wang and Sidek, 2008). Therefore, it is indispensable for a company to establish a strong relationship with the consumer through marketing strategies such as packaging, advertising their products and producing commodities of the right quantity and quality whish are of satisfactory to the consumer (Chi, Yeh and Yang 2009). Factors influencing the customer loyalty To start with is the product quality judgment. Product quality judgment is categorized in to two sub groups namely a) perceived quality and b) objective quality. Perceived product quality is considered as the consumer’s consistency purchase of the product or the benefit of a product after evaluation. It has also been defined as the recognition of a product by the user. Objective quality has been defined as the orientation of the product (Akbar and Parves, 2009). The difference between these two types of quality is that objective quality standard is predesigned by a product whilst perceived quality standard is the influence by internal and external attributes of a product, which in turn affect the consumer’s products evaluation. It has also been pointed out that in objective quality; the consumers utilize their experience and knowledge to grade the products advantages, durability and satisfaction (Armstrong and Kotler, 2009). Perceived quality is also defined as a consumer judgment on the overall cumulative and advantages. It is argued that perceived quality
The researcher of this present paper will start with the definition of customer loyalty. The paper will continue with introducing of factors influencing the customer loyalty; importance of customer loyalty and maintaining customer loyalty. …
The objective of the study is determination of the relationship existing between the behavior and attitudes of the customers and post M&A brands performance within this automotive industry. This part shall also examine how the international M&A influences opinion of the customers as well as look into the importance of customers’ opinion on manufacturers of cars and their strategy of M&A.
The objective of this paper is to analyse the impact of service recovery on customer satisfaction, loyalty and word-of-mouth. One of the most important criteria for the success of a hotel is the service quality it offers. Although, the reasons for the first visit by a customer are out of control of the hotel management, the hotel management has the ability to make that stay a comfortable and satisfactory one.
In this turbulent business environment brand plays an imperative role towards the success of a company. Every company operating in the market place strives to develop a brand for themselves. The past decades has witnessed the evolution of some of the strongest brands of world. Companies mainly develop a brand for the purpose of giving an identity to the product.
Conclusion 16 Reference 18 Bibliography 21 1. Literature review 1.1. Introduction China has become one of the important parts in the global economy and no investor or business leader seems to ignore the influence of consumer in China. The preference and taste of Chinese consumers tends to sway demand and thus spend trajectory of the global consumer spending (CNBC, 2013).
Service provided to the customer gets assessed with the aim of improving service and ensuring customer satisfaction. There is a strong relationship between service quality and the behavior of customers in the retail banking sector. Service quality can get measured by identifying the between customers expectations and perceptions of the performance of service.
Since then, companies have began to appreciate the importance of catering to the needs of consumers; particularly those who appear to be satisfied with the services they receive as first time customers. Customer satisfaction is particularly important for service producing firms as the service becomes the actual products that is being marketed to the client(s).
The extent of organizational crisis has considerably increased with rise in the degree of uncertainty in the external business world. Researchers claim that the importance of trust increases during uncertain and critical situations
arge organizations worldwide such as LG, Sony, Samsung, Del Monte, Coca-cola and Pepsi spend millions in advertisements and promotions to ensure that there customers remain loyal to there brands. Having loyal consumers ensures a steady flow of the firm’s products and hence the