CUSTOMER BRAND EQUITY AND SATISFACTION INFLUENCING BRAND LOYALTY
Journal Title: Asian Journal Social Sciences & Humanities - Year 2017, Vol 6, Issue 3
Abstract
This paper means to look at the mediating impacts of customer satisfaction on the connection between customer-based brand equity and brand loyalty in the restaurant industry. This study is based on a sample of 220 students (respondents) and the following are the six dimensions of customer based brand equity is been considered. Food quality, Ambience, Price, Self-Congruence, Service Level and Brand Identification tend to have the positive influence on customer satisfaction which transpires Brand Loyalty. The findings of this paper purposes that customer satisfaction partially mediates the effects of Self-congruence and brand Identification on brand loyalty. It has discovered that the impact of Food quality, Price, Brand identification, Ambiance and Service level on brand loyalty has been fully mediated by customer satisfaction if there should be an occurrence of Lahore. The paper will empower the managers and decision makers to change approach and to prepare the staff so they can fulfill the customer needs and make them loyal to the organization. This study is confined just to the restaurants situated in the city of Lahore. Future studies can be led crosswise over various sort of organizations and cultures.
Authors and Affiliations
Maha Naeem, Emad Rashid, Sarah Zulfiqar Rana
Keywords
Related Articles
- EP ID EP300402
- DOI -
- Views 118
- Downloads 0
HUMAN RIGHTS IN ILLUMINATIONIST AND EXISTENTIAL ANTHROPOLOGY
The notion of "Human Rights" entails the relationship between the two notions of "man" and "rights". This relationship, however, pertains to many theoretical as well as philosophical elaborations. Looking critically at t...
INTERNATIONAL LABOUR MIGRATION AND VOLUNTARY INTERNAL MIGRATION IN BANGLADESH
International labour migration is increasingly attributed to be a pushing factor for voluntary internal migration in Bangladesh. This analysis finds that contractual international migration of Bangladeshi labour to Non-...
Social Sciences’ Learning Outcomes: Mapping Course Intended Learning Outcomes to Computer Science Undergraduate Student Outcome
The purpose of this study is to determine the contribution of the Social Science courses to the attainment of the Student Outcome (SO) in the BSCS programme. This study made use of the descriptive research method. The re...
THE LYRIC POETRY OF ZEF SKIRÒ DI MAXHO
Despite the large number of books published while in Italy, Zef Skirò Di Maxho is not a well-known writer in Albania, where his published books are a few. Originally he was presented in Albania with separate poetries fro...
Importance of Soft Skills for Industrial Training Program: Employers’ Perspective
Industrial training is considered to be an effective tool to enhance graduates’ employability. This paper attempts to highlight four key soft skills that have been identified by the Ministry of Higher Education (MOHE), M...