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Brand Loyalty in Pakistani Automobile Sectors

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Brand Loyalty in Pakistani Automobile Sectors
ijcrb.webs.com

MAY 2012

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

VOL 4, NO 1

THE RELATIONSHIP BETWEEN BRAND TRUST, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY. (EVIDENCE FROM AUTOMOBILE SECTOR OF PAKISTAN)
Talat Mahmood Kiyani (Corresponding Author) Assistant Professor Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan Mohammad Raza Ullah Khan Niazi Assistant Professor Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan Riffat Abbas Rizvi Lecturer Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan Imran khan Lecturer Department of Management Sciences, COMSATS Institute of Information Technology Islamabad, Pakistan

ABSTRACT The study is based on a sample of automobile users in twin cities of Pakistan. The results reveal that both the independent variables customer satisfaction and brand trust have a significant positive impact on customer loyalty. However customer satisfaction is the most important aspects of customer loyalty beside other variables in automobile sector of Pakistan. Therefore companies must focus on a more comprehensive approach towards relationship marketing that includes customer satisfaction, which will result in retaining current customers and generation of positive word of mouth. The purpose of the present study is to examine the effect of brand trust and customer satisfaction on customer loyalty. Data were collected through self-administered
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ijcrb.webs.com

MAY 2012

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

VOL 4, NO 1

questionnaire from 131 customers from twin city (Islamabad/Rawalpindi) of Pakistan. Results from the survey showed that the relationship between brand trust and customer loyalty is positive and also there is a positive relationship between
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