IMPACT OF PERCEIVED QUALITY, BRAND IMAGE AND BRAND TRUST ON CUSTOMER SATISFACTION AND LOYALTY: A STUDY OF SELECTED DAIRY PRODUCTS IN CHENNAI

  • D. SAMPATH KUMAR et al.

Abstract

While the importance of brand loyalty has been recognized in marketing literature for at least three decades, the relationship of customer satisfaction with loyalty had been addressed as an important issue. Most of marketing literature recognizes customer satisfaction as a significant antecedent to Customer loyalty. Further, the relationships between both satisfaction constructs with loyalty have mostly been studied separately. The purpose of this study is to explore the impact of perceived quality, brand image and brand trust on customer satisfaction and loyalty. The study was descriptive and explorative in nature. The combination of qualitative and quantitative study was conducted in Dairy Products Industry in Chennai. Sample of 200 customers of dairy products (Milk, Curd, Butter, Ghee, Ice cream, etc.) from different parts of Chennai area were selected and surveyed through questionnaires. A Stratified Random Sampling method was employed.  Descriptive and Inferential statistical tools were employed to analyse the data. The results show that the Perceived quality, Brand image and Brand trust affect Customer satisfaction and loyalty strongly. Customer satisfaction significantly affects customer loyalty. It is suggested that managers should consider Perceived quality and Brand trust as the foundations to build up customer satisfaction, Customer loyalty and, also to improve Brand image as an added on value for customers.

Published
2019-12-26
Section
Articles