An Analysis between Customer satisfaction and brand loyalty across different types of brands

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Abhijit Nair, Gazal Singh, Shibu.K, Dharmesh N. Adesara, Shekhar Srivastava, Saroj Dayashankar Jha

Abstract

This investigation examines the correlation between consumer happiness and brand loyalty across several brand categories, including luxury, mid-range, and budget companies. Employing a mixed-methods approach, we collect quantitative data via surveys assessing consumer happiness and loyalty measures, alongside qualitative insights from focus group discussions. The research indicates that whereas elevated customer satisfaction consistently corresponds with brand loyalty, the intensity of this association differs by brand category. Luxury companies have a stronger correlation, since superior service and product quality bolster loyalty, while mid-range firms depend on constant satisfaction to encourage repeat purchases. Conversely, budget companies demonstrate that price competition may eclipse pleasure in fostering loyalty. This study highlights the need of customized tactics for various brand sectors, indicating that businesses should emphasize pleasure to foster long-term loyalty while also adjusting their methods according to their market placement. The results provide significant insights for marketers aiming to improve client retention in various brand environments.

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How to Cite
Abhijit Nair, Gazal Singh, Shibu.K, Dharmesh N. Adesara, Shekhar Srivastava, Saroj Dayashankar Jha. (2024). An Analysis between Customer satisfaction and brand loyalty across different types of brands. European Economic Letters (EEL), 14(4), 1146–1152. https://doi.org/10.52783/eel.v14i4.2243
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Articles