Customer Loyalty, Satisfaction, And Brand Image Study In Fast Fashion .
Customer Loyalty, Satisfaction, and Brand Image Study in Fast Fashion BrandsByYu-Sheng Lin林育陞Submitted to the Faculty ofDepartment of International Affairs in partial fulfillmentof the requirements for the degree ofBachelor of Arts in International AffairsWenzao Ursuline University of Languages2021
WENZAO URSULINE UNIVERSITY OF LANGUAGESDEPARTMENT OF INTERNATIONAL AFFAIRSThis senior paper was presentedbyYu-Sheng Lin林育陞It was defended onNovember 28, 2020and approved byReviewer 1: Yu-Hsuan Li, Assistant Professor, Department of International AffairsSignature: Date:Reviewer 2: Mark Lai, Associates Professor, Department of International AffairsSignature: Date:Advisor: Yuan-Ming Chiao, Assistant Professor, Department of International AffairsSignature: Date:
Copyright by Yu-Sheng Lin, 林育陞2021
Customer Loyalty, Satisfaction and Brand Image Study in Fast Fashion BrandsYu-sheng LinWenzao Ursuline University of Languages, 2021AbstractOne of the difficulties in fast fashion industry is fast changing, therefore, thepriority for each fast fashion brand is to compete each other by using the strategies. Oneof the most long-term significant advantage among fast fashion companies’ strategiesis customer’s loyalty, which can increase the level of brand’s market position.Furthermore, consumer’s satisfaction, expectations, and perceived quality are thepotential factors which can understand the customer’s loyalty. The purpose of thisresearch is to understand how do Taiwan fast fashion consumers generate customerloyalty to a fast fashion brand and how does brand image affect customer satisfactionin fast fashion industry. It was necessary to adopt qualitative research to understand thegeneration of loyalty, which is complex phenomenon that connected to multiplepersonal perceptions and concepts. Eight loyal fast fashion customers were interviewedto acquire their in-depth feeling that can generate loyalty. The major findings of thisresearch include points:1) the satisfaction of Taiwan fast fashion customer is built bybrand image, perceived quality, perceived price and word of mouth; 2) the quality ofthe overall clothes and services have a main positive impact on Taiwan’s customersatisfaction; 3) long-term consumer experiences establish a brand image through therecognition of brand products and services; 4) customer loyalty is affected by brandimage which has reached the expectations of customers, then repeated purchases. Thisresearch is expected to help fast fashion brands to find the effective marketing strategiesto make customer satisfied and loyal.Keywords: Customer Loyalty, Satisfaction, Perceived Quality, Brand Image
TABLE OF CONTENTSINTRODUCTION . 1Background . 1Motivation . 3Research Questions . 4Contribution . 4Limits . 5Delimits . 6LITERATURE REVIEW . 7Fast Fashion Industry (Retailers) . 7Customer Brand Loyalty and Repeat Purchasing . 9Customer Satisfaction, Customer Expectations, and Perceived Price . 12Customer Loyalty and Perceived Quality of Product and Service . 15Brand image . 17Word of Mouth . 19Synthesis of Literature Review . 20METHODOLOGY . 23Research Design. 23Grounded theory approach . 25
Instrumentation and Data Collection . 27Ethical Consideration . 29Validity and Reliability . 30DATA ANALYSIS . 32The Self-awareness of Loyalty . 33The Generation of Loyalty . 371. Perceived Quality on the Products and Services. 372. Perceived Price on the Products . 443. Word of Mouth . 504. Brand Image . 545. Leading to Loyalty . 58CONCLUSION . 60The Implications on Management . 64SCHEDULE OF THIS RESEARCH . 65APPENDIX . 66Appendix 1: The questions used in the interview . 66Appendix 2: Important contents from interviews (Simplified). 69BIBLIOGRAPHY . 83
LIST OF TABLESTable 1. Participant’s information . 32Table 2. Data Categories – Self-awareness of loyalty . 34Table 3. Data codes – Perceived quality . 37Table 4. Data codes – Perceived price . 44Table 5. Data codes – Word of mouth . 50Table 6. Data codes – Brand image . 54Table 7. Data codes - Loyalty . 58
LIST OF FIGURESFigure 1. The theoretical framework of customer loyalty . 20Figure 2. The synthesis of data – the generation of customer loyalty . 61
INTRODUCTIONThis chapter will present the study’s background topic, which is fast fashion,brand loyalty, and customer satisfaction. The background discusses about basicknowledge of fast fashion brand loyalty and its extending problem. Furthermore, apresentation of the motivation, research questions, contribution, limitations, anddelimitations will be given in this chapter.BackgroundThe fast fashion industry is known by clothing designs that move quickly fromthe catwalk to stores to meet new trends, for instance, H&M, GAP, and ZARA. Due tothe fast changing of clothing design, for each fast fashion brand company, the priorityis to compete with each other by using the strategies such as price advantage,innovation product, or brand image to enhance the customer sources. Since the fastfashion industry is already an enormous part in the global market, especially inTaiwan, where people prefer to buy fashionable clothes with new trends and priceadvantages. Fast fashion is faster than normal fashion trends, but under this rapidchanging, how can a fast fashion brand or company maintain customer satisfaction topreserve customers loyalty? Another important issue is that in the condition of manycompetitors among numerous fast fashion brands, it’s a challenge to a fast fashion1
company to make customers satisfied.However, one of the most long-term significant elements among thosecompanies’ strategies is customer’s loyalty, which is the key of a strong base to fastfashion company. As Jiang and Zhang mentioned: “the source of an organization'scompetitive advantage is customer loyalty, which is also an important intangible assetof any organization.”1 (Jiang and Zhang, 2016). Fashion companies want to build upcustomer’s loyalty not only for expanding a sustainable competitive advantage butalso for retaining its own customers, as well as customer retention.Customer loyalty is a serial reflection on consumers who are more likely torepeatedly purchase from a brand and company they trust. Loyal customer prefers topurchase the products they are familiar with. Besides, loyal customer might havepower to influence or to convince their friends to buy the products from the brandthey trust most, as well as the new customer. Fast fashion retailers try to connect withtheir customers and build up customer loyalty to gain the maximum benefits in thefuture. Thus, a company gets higher profits when customers have met or exceeded theexpectations of products or services in that company. Nowadays, consumers havebecome more selective due to the fierce competition among different brands;therefore, the fashion organization might confront negative impact if the brand loyaltyJiang, Hongwei & Zhang, Yahua. An investigation of service quality, customer satisfaction andloyalty in China's airline market. (2016) Journal of Air Transport Management.12
for them is low, for example, customer would go to competitor’s side2. Hence, plentyof research shows that customer loyalty from a brand can develop a strong connectionand relationship with its customers (see author Selvarajah, 2018, author Dick andBasu, 1994, author Jiyeon, Joohyung, and Paige L., 2018).Customer loyalty is established by customers who are satisfied with the productsitself or the services, leading to repeated patronage.3 On the contrary, the consumerwill be dissatisfied when the expectations are not reached. However, this study is tointentionally concentrate on the central factors that affect customer loyalty in the fastfashion industry. The customer satisfaction is the one of the important factorsinfluencing customer loyalty4. The feeling of satisfaction on products and services isthe most influential part to customer loyalty to the fast fashion companies. To build upthe feeling of satisfaction for the fast fashion company requires different affectionsfrom customers. In this case, the research gap between customer loyalty and customersatisfaction are clarified to be the major research in this study.MotivationEvery fast fashion company strives to improve customer loyalty in order to retainSelvarajah, Dilashenyi Devi. "The Factor Influencing Brand Loyalty in Fashion Industry amongGeneration Y in Malaysia." (March, 2018).3Dick, Alan S., and Kunal Basu. "Customer Loyalty: Toward an Integrated Conceptual Framework."Journal of the Academy of Marketing Science 22 (1994): 99-113.4Adonyeva, K. V. "The Effect of Brand Image on Customer Brand Loyalty." (2012).23
and increase repeating patronage. Therefore, the research on the influential factors ofcustomer loyalty become the primary step to define the question of how customerloyalty is generated. From previous research of customer loyalty, three concepts thataffect customer loyalty must be included in this study paper for better understandingthe behavior of customer loyalty: the customer satisfaction, perceived quality andbrand image. To see how customer satisfaction, perceived quality and brand imageinteract with each other, and how does the interaction generate customer brandloyalty. Satisfaction is the most important factor that directly influences the customerloyalty because satisfaction is one of the indices to measure how much loyaltycustomers have. Perceived quality and brand image both consumer perceptions canindirectly influence customer satisfaction, therefore, those two factors can betterunderstand customer satisfaction.Research Questions1. How do fast fashion consumers generate customer loyalty to a fast fashionbrand?2. How does brand image affect customer satisfaction in fast fashion industry?Contribution4
The contribution of this study is to define a relationship and connection betweenfast fashion customer and fast fashion company via customer loyalty. This study paysmore attention to clarifying the factors that affect customer loyalty such assatisfaction, perceived quality. Thus, this study will not only be able to betterunderstand the conceptual framework of customer loyalty to the future researchers butalso to a fast fashion company that tries to increase the level of customer loyalty togive an initial understanding on influenced factors.LimitsThe limitation of this study is the perception of customer individual feelings andneeds on the physical commodity. Since the study is mainly focused on the behaviorof customer loyalty, which is caused by the personal feeling on the physicalcommodity. Therefore, the products viewed by customers on the online store are notincluded in this research because this study is based on the feeling of physicalproducts and retailers’ services that customer bought and experienced by him/ herselfpersonally. Further limitation, this research is taking interviews to investigatingparticipants with Chinese language, the translating meaning of participants’perceptions and feelings might have deviations.Due to the Covid-19, the methodology of this research might use the online5
interview, phone-call interview, or questionnaire interview to collect the data fromothers to reduce the chance of face to face interview if the respondent refused the wayof face to face interview.DelimitsThe paper will focus on the fast fashion customer in Taiwan. The populations ofthis study will select the fast fashion customer from age 20 years old to 40 years oldbecause this range is including students, and people with initial income in Taiwan.The products of fast fashion brand are generally not with the high prices, which is theprice they (the population aged 20-40) can accept. This population has relatively lowincentives to spend the money on expensive products or brands compared to thegeneration Y, for instance, the expensive brands like Gucci, Versace, and LouisVuitton, etc. Moreover, this range of population using more word-of-mouth toincrease the contact of specific fast fashion brand5.Colucci, Mariachiara, and Daniele Scarpi. "Generation Y: Evidences from the Fast-Fashion Marketand Implications for Targeting." Journal of Business Theory and Practice 1(1) (2013).56
LITERATURE REVIEWThis chapter will include the knowledge about the definition of concepts,theories and models that can help this research to build up. The concepts that will bepresented in this chapter are: fast fashion industry, customer brand loyalty, repeatpurchasing, customer satisfaction, customer expectations, perceived quality, brandimage, and word of mouth.Fast Fashion Industry (Retailers)Before step into the concepts that affect customer loyalty and satisfaction infast fashion industry, it is important to comprehend what fast fashion field is doing.Fast fashion as known as a much quick level of popular trend that in the style ofclothing. The goal of the fast fashion industry is to develop an efficient supply chainand dynamic manufacturing system to create the latest and rapidly changing fashiontrends for customers6. Since the products in fast fashion industry target on fastchanging trends, it’s significant for the fast fashion retailers and companies to gain thecompetitive advantages in the clothing marketplace. In order to gain profits in this fastfashion industry, fashion apparel retailers have to adopt the method "speed up time toBhardwaj, V., M. Eickman, and R.C. Runyan. "A Case Study on the Internationalization Process of a‘Born-Global’ Fashion Retailer." (2011).67
market" 7. Previous research shows that customer behave differently in fast fashionretail based on various demographic characteristics8 (see Crewe and Davenport,1992; Sydney, 2008; Sung and Jeon, 2009). The retailers seek to build up connectionwith customers by establishing customer loyalty9.Fast fashion is an industry that unable to accurately predict or predict futuretrends10 or it is hard to imitate and produce fashion as fast as on the runway11. Thefast fashion industry has been involved by many researchers in this decades. In thefast fashion industry, the market is going rapid changes, which require the players tobe more flexible and approachable12. Therefore, the retailers became much morecrucial to sustainable among other fast fashion retailers. The emergence anddevelopment of the fast fashion phenomenon is a response to changes in consumers’purchasing behavior of fashion products, thus, these changes indicate that newdemands and requirements have emerged13. Currently, the fashion industry is usingthe consumer methods to change demand and behavior to create popular trends, whichBhardwaj, Vertica, and Ann Fairhurst. "Fast Fashion: Response to Changes in the Fashion Industry."The International Review of Retail, Distribution and Consumer Research 20, no. 1 (2010): 165-73.8Giovanis, Apostolos N., and Pinelopi Athanasopoulou. "Drivers of Customer Loyalty in Fast FashionRetailing: Do They Vary across Customers?". (2016): 863-73.9Selvarajah, Dilashenyi Devi. "The Factor Influencing Brand Loyalty in Fashion Industry amongGeneration Y in Malaysia." (March, 2018).10Christopher, M, R. Lowson, and H. Peck. "Creating Agile Supply Chains in the Fashion Industry."International Journal of Retail & Distribution Management 32, no. 8 (2004): 367-76.11Richardson, J. "Vertical Integration and Rapid Response in Fashion Apparel." Organization Science7, no. 4 (1996): 400-12.12Christopher, M, R. Lowson, and H. Peck. "Creating Agile Supply Chains in the Fashion Industry."International Journal of Retail & Distribution Management 32, no. 8 (2004): 367-76.13Barnes, L., and G. Lea-Greenwood. "Fast Fashioning the Supply Chain: Shaping the ResearchAgenda." Journal of Fashion Marketing and Management 10, no. 3 (2006): 259-71.78
allowing consumers to keep up with the latest trends. To decrease the chances thatcustomer would go to competitor’s side, fast fashion retailers must establish theefficient and long-term linking or connections with consumers to gain the maximinbenefits in the future, that is customer loyalty. That is the reason why customer loyaltyis the key of strong and solid base to fast fashion company. Therefore, the attitude andbehavior of fast fashion customer is the main target in this research.Customer Brand Loyalty and Repeat PurchasingCustomer brand loyalty has diverse perspectives and explanation of itsconceptualizing and measurement, especially in industry like fast fashion with lowprices and attractive products. The main target of business activities is no longerrelying on new customers, but also focus on securing loyal ones. Customer brandloyalty has been defined as an important long-term asset for most fast fashioncompanies by plenty researched and studies. The management study in Malaysia hasdefined the customer brand loyalty is that brand loyalty is an outcome of theconsumer behavior and which influence by a person’s preference14. Since the fastfashion company has shortest cycle of new released clothing in fashion industry,customer brand loyalty becomes an important strategy for fast fashion companies toSelvarajah, Dilashenyi Devi. "The Factor Influencing Brand Loyalty in Fashion Industry amongGeneration Y in Malaysia." (March, 2018).149
maintain customers’ repeated patronage, enhance the chances of repeat purchasing.The early research of repeat-buying theory in customer loyalty, for example,Ehrenberg (1988) indicates customer repeat buying as an interpretation that customerloyalty will exist when the customer makes another market offer, as well as secondbuying journey15. Summarize most of the research on customer brand loyalty pointout that customer brand loyalty is a complex phenomenon that connected to multiplepersonal perceptions and concepts. The research of brand loyalty in Malaysia fashionindustry (2018) had defined that customer loyalty refers to the positive feeling ofcustomer towards the intense dedication to keep repeated purchase the same productor services from the specific brand. The key word “intense dedication” is an importantindicator to measure the customer loyalty.16 Brand loyalty can be explained as aperson has a positive attitude and a commitment towards a brand17. Hence, customerbrand loyalty is a serial reflection on consumers who are more likely to repeatedlypurchase from a brand and company they trust, that is commitment. The repeatpurchasing is indeed a significant measuring factor and connection to customerloyalty.To measure the customer loyalty, most of researchers have taken twoEHRENBERG, A.S.C. Repeat-Buying: Facts, Theory and Applications. U.K.: CHARLES GRIFFIN& COMPANY LIMITED, 1988.16Selvarajah, Dilashenyi Devi. "The Factor Influencing Brand Loyalty in Fashion Industry amongGeneration Y in Malaysia." (March, 2018).17Jacoby, Jacob, and David B. Kyner. "Brand Loyalty Vs Repeat Purchasing Behavior.". Journal ofMarketing Research 10, no. 1 (1973): 1-9.1510
approaches to conceptualizing the brand loyalty: behavior measurement andattitudinal measurement (see Kumar and Shah, 2006; Jones and Taylor, 2007; Kumarand Reinartz, 2006; Bove et al., 2009). Behavioral measurement is used to measurethe purchasing rate of specific brand products, attitude loyalty is used to evaluate thepsychological commitment of the brand18. Most of company only rely on behavioralmeasurement to see the customer loyalty. However, it is controversial to only usebehavioral loyalty to see the customer loyalty because behavioral loyalty onlymeasures the customers’ repurchase behavioral or intension of specific brand19.Attitudinal loyalty can see customers’ sense of specific products or service20. From thereview, behavioral loyalty is a measurement that asking the question like: ‘Do mycustomer continue to purchase our products?’, which is more likely a surfacemeasurement. On the other hand, attitudinal loyalty is a deeply commitment torepurchase a favorite product and service from specific brand constantly in the future.The strength of using both behavioral and attitudinal approach, is that, these twoapproaches contain the integral understanding on customer loyalty. However, thesetwo approaches are still incompletely to understand deeper information on customerCaruana, Albert. "Service Loyalty: The Effects of Service Quality and the Mediating Role ofCustomer Satisfaction." 36(7/8) (2002): 811-28.19Russell-Bennett, Rebekah, Janet R McColl-Kennedy, and Leonard V. Coote. "Involvement,18Satisfaction, and Brand Loyalty in a Small Business Services Setting." (2007): 1253-60.20Kumar, V., Denish Shah, and Rajkumar Venkatesan. "Managing Retailer Profitability—OneCustomer at a Time!". 82(4) (2006): 277-94.11
perceptions. Other categorizing of customer loyalty pointed out that customer loyaltyhas two main loyalty dimensions: loyalty as behavior and loyalty as a mentalstate21(See author Day, 1969; Dick and Basu, 1994; Knox, 1998). Loyal customer’sbehavior is much like practical actions such as repeat purchasing and inner mentalstate could explain why loyal customer does those practical actions.Customer Satisfaction, Customer Expectations, and Perceived PriceCustomer satisfaction is the most important linkage between consumer andcustomer loyalty. Even if there is no specific description of the word "satisfaction",participants can easily and clearly understand and represent customer satisfaction22. Asatisfied customer will likely make a good reputation for the brand and its products,thus, they will account for a large proportion of the marketing share23. Most ofresearchers discuss the relationship and the links between loyalty and satisfaction.Loyalty has a strong connection with satisfaction, but not the same thing. Customersatisfaction is defined as the result of a customer’s perception by many loyalty andsatisfaction researches. Satisfaction refers to the fulfillment of one’s wishes,Dick, Alan S., and Kunal Basu. "Customer Loyalty: Toward an Integrated Conceptual Framework."Journal of the Academy of Marketing Science 22 (1994): 99-113.22Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler. Services Marketing: IntegratingCustomer Focus across the Firm. New York: McGraw-Hill, 2006.23Gobiraj, Velummailum, and Nimalathasan Balasundaram. "Customer Satisfaction and CustomerLoyalty: A Case Study of Retail Super Markets in United Kingdom (Uk)." (2011).2112
prospects, or needs, or the pleasure derived from this24. From the research of willingto pay premium price, mentioned that customers are willing to pay premium price onthe products of the brand that has fulfilled or exceeded their expectations25. Acompany’s sales performance mostly depended on the satisfied customers that arewilling to repeatedly purchase the products26. If their customers become satisfied bythe products and services, brand retailers can get the benefits like customer loyaltyand sustained profitability27(see author Greenwell et al., 2002; Liu and Jang, 2009).To test and measure the customer satisfaction, it is important to see howmanagement field measured the customer satisfaction. The range of questions raisedin the strategic prediction includes: who will need to consume these offers, where tobuy them, how much can they buy, how to get customers, and which will enable themto get the maximin satisfaction?28 Customer satisfaction is the most significant role inmarketing management because it is a good way to predict the behavior of customerpatronage29. From the conceptual framework research of customer loyalty, researchBaker, H. Kent, and Victor Ricciardi. Investor Behavior: The Psychology of Financial Planning andInvesting. Canada: John Wiley & Sons, Inc., Hoboken, New Jersey, 2014.25Casidy, Riza, and WalterWymer. "A Risk Worth Taking: Perceived Risk as Moderator ofSatisfaction, Loyalty, and Willingness-to-Pay Premium Price." 32 (September 2016): 189-97.26Siu, Noel Y.M., and Jeff Tak-Hing Cheung. "A Measure of Retail Service Quality." (2001): 88-96.27Greenwell, T. Christopher, Janet S. Fink, and Donna L. Pastore. "Assessing the Influence of thePhysical Sports Facility on Customer Satisfaction within the Context of the Service Experience." SportManagement Review 5, no. 2 (2002): 129-48.28Saleem, Asma, Abdul Ghafar, Muhammad Ibrahim, Muhammad Yousuf, and Naveed Ahmed."Product Perceived Quality and Purchase Intention with Consumer Satisfaction." Vol. 15, no. 1 (2015).29McQuitty, Shaun, Adam Finn, and James B. Wiley. "Systematically Varying Consumer Satisfactionand Its Implications for Product Choice." 10(1) (2000): 231-54.2413
point out that satisfaction is occurred through a matching of customer’s expectationsand perceived performance. The research found that it is necessary to measurecustomer expectations in order to measure customer satisfaction before purchasingand actually using the products, as well as the reactions of these customers after bothpurchasing and actually using the product. If the actual result is equal to or exceedsthe expected result, the customer is satisfied, on the contrary, if the actual result doesnot reach the expected result, the customer is dissatisfied30. Customer satisfaction is agood or bad sensitivity for something after comparing the product display thatconsumer sees with expectations31.One of the important factors that directly influence customer satisfaction is the‘price factor’. Price factor persuades the customer decision for buying the productsand services. The price fairness affects the customer satisfaction in a positive way32.Muhammad E. M. et al point out that each consumer has their own needs and desires,and these factors are different from other consumers, thus, this factor will affect thedegree to which they want to pay for the goods and services. Prices are judged byconsumers based on service quality, and service quality will lead to satisfaction orMandal, P. Chandra, and S. Bhattacharya. "Customer Satisfaction in Indian Retail Banking: AGrounded Theory Approach." The Qualitative Report 18, no. 28 (2013): 1-21.31Saleem, Asma, Abdul Ghafar, Muhammad Ibrahim, Muhammad Yousuf, and Naveed Ahmed."Product Perceived Quality and Purchase Intention with Consumer Satisfaction." Vol. 15, no. 1 (2015).32Malik, Muhammad Ehsan, Muhammad Mudasar Ghafoor, and Hafiz Kashif Iqbal. "Impact of BrandImage, Service Quality and Price on Customer Satisfaction in Pakistan Telecommunication Sector."International Journal of Business and Social Science 3, no. 23 (2012).3014
dissatisfaction, which depends on
An investigation of service quality, customer satisfaction and loyalty in China's airline market. (2016) Journal of Air Transport Management. 3 for them is low, for example, customer would go to competitor's side2. Hence, plenty . fashion industry. The customer satisfaction is the one of the important factors influencing customer loyalty4 .
The expansion of loyalty programs has led to changes in the loyalty of customers: according to Yi and Jeon (2003) there are now two different kind of loyalty: program loyalty and brand loyalty. Similarly, others researchers such as Evanschitzky et al. (2011) differentiate loyalty to the program itself and the loyalty to the company.
Customer satisfaction has identified as an important influencer on customer loyalty. Further, customer trust impacted by customer satisfaction which proved that customer satisfaction is an antecedent of customer trust. Moreover, an indirect relationship between customer satisfaction and loyalty through customer trust was observed.
brand awareness, brand association, perceived quality and brand loyalty to estimate brand equity [11]. Reference on Aaker, we define brand asset with four dimensions: brand awareness, brand association, perceived quality and brand loyalty. Brand awareness is the ability to consumers or potential consumers to realize relationships between a certain
As a general rule, customer satisfaction and customer loyalty are very closely related. Customer‟s satisfaction functions as an antecedent of customer loyalty. It prevents customer churn and consolidates retention, thereby constituting an important cause of customer
Finally, brand loyalty led consumers to happily tell others the advantages of this brand and recommend the purchase, and to rebuy the brand when it launches a new product. In conclusion, Customers' perceived value, brand expe-rience, trust, satisfaction, service quality and commitment are found to be the key influencing fac-tors of brand loyalty.
study exposed that the customer loyalty is significantly and positively affected by the overall brand equity and by each of its two studied dimensions. While effects of the overall brand equity (R2 0.710) and brand awareness (R2 0.672) on customer loyalty are close, effect of brand image is the lowest (R2 0.440).
customer satisfaction and loyalty research program. Customer satisfaction and loyalty research is so powerful primarily because it enables companies to communicate directly with customers about their needs - assuring that the quality standards you establish reflect the "voice of the customer" - and not just the company line. This type of .
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