CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: A STUDY PROPOSING BRAND IMAGE AS A MODERATOR

Olajide Omolade, Yusuf Abdulrahim Otori

Abstract


In this present era each and every industry try to present better services and quality of product as well as some additional features in their product which give additional weight in the market. Thus, customer loyalty has drawn significant interest among marketing practitioners and marketing literature for over decades. A number of studies have been conducted to empirically examined the effect of customer satisfaction on customer loyalty, findings have revealed inconsistencies thereby suggesting incorporation of a third variable which may be responsible for such non conformity among research findings. Base on this and other revelations from past empirical studies, the current paper proposed brand image as a possible contingent variable in the relationship between customer satisfaction and customer loyalty. This model has provided the needed arguments and empirical supports for which future studies can be based.


Keywords


Customer Loyalty, Customer Satisfaction, Brand Image

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