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AbstractThe aim of this study is to scrutinize the influence of brand image and service quality on brand loyalty while customer satisfaction plays the role of mediator. The contribution of our study is that the customer satisfaction increases with improvement in service quality and brand image, which strengthens the bond between customer and brand. As a result, brand loyalty increases. The basic source of data collection had been grasped from 250 famous brand of motorcycle users through survey. Brand of motorcycle was selected on the basis of company’s wealth. The response rate was 52 percent. The output from the survey had shown a positive relationship between brand image and customer satisfaction and optimistic relation between service quality and customer satisfaction, which proves that good brand image and service quality escalates customer satisfaction. The connection among customer satisfaction and brand loyalty was also very effective, which evinces, as the customer satisfaction increases, so does the brand loyalty. The resultant output also shows that customer satisfaction is paying a arbitrate role among brand image and brand loyalty and service quality and brand loyalty. Moreover, future researchers can use a large sample and can apply on any other industry along the introduction of moderator in the model. Suggested CitationHandle: RePEc:ejn:ejssjr:v:8:y:2020:i:2:p:75-84 Download full text from publisherMost related itemsThese are the items that most often cite the same works as this one and are cited by the same works as this one.
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What is the relationship between brand image and customer loyalty?It is found that positive brand image could influence customer loyalty so that they would repurchase more product or service and recommend others to buy as much as 41.8%. This study also shows that there was positive relationship between brand image and customer loyalty as much as 35.8%.
Can service quality improve customer loyalty and brand image?The findings showed that service quality positively affects the brand image, customer satisfaction, and customer loyalty. Likewise, the results also confirmed brand image had a positive impact on customer satisfaction and customer loyalty.
Does satisfaction affect brand loyalty?Satisfaction level of the consumers is effective in creating brand loyalty by directing their decision about repeat purchase. One of the important factors for the development Bitta, 1993).
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