Research Proposal
LITERATURE REVIEW
Customer Loyalty
The companies must provide efficient services for meeting customer expectation in order to get loyal customers. For this they must be able to understand their behavior in a better way. This is what Hossain et al (2011) said in a study on customer loyalty and the factors that influences it. It was further said that customer retention is becoming a very important factor for companies to be successful and often for their ultimate survival.
Moisescu (2005) in a conceptual analysis of brand loyalty, as a core dimension of brand equity, found out that when the competing brands become more substitutable as the product quality increases, differentiation is lower, and consumers become increasingly price-sensitive, brand loyalty is the key success factor for any company. With these conditions, consumers are rarely loyal to a single brand. However, it was found that there are still some brands towards which the consumers have demonstrated intense sole-loyalty, and those brands were found to have brand communities. So it could be concluded that by getting the consumers more integrated into such communities, they could get them more loyal even in the presence of high price-sensitivity, high quality and lower differentiation.
Image:
Hossain et al (2011) conducted a research on factors that influence customer loyalty. Findings suggest that managers should focus on carrying out such activities that would enhance the company image and also develop trust among clients. Company image and trust among clients, both contribute positively towards customer loyalty, and loyal customers also encourage other people to buy the trusted brand. To communicate the positive aspects of services to the clients, in order to develop a better image, incurring heavy advertising expenditure is required. The services should be delivered just as promised. This helps in strengthening the trust among clients.
Jahangir et al (2009) in a research explored the mediating
Customer Loyalty
The companies must provide efficient services for meeting customer expectation in order to get loyal customers. For this they must be able to understand their behavior in a better way. This is what Hossain et al (2011) said in a study on customer loyalty and the factors that influences it. It was further said that customer retention is becoming a very important factor for companies to be successful and often for their ultimate survival.
Moisescu (2005) in a conceptual analysis of brand loyalty, as a core dimension of brand equity, found out that when the competing brands become more substitutable as the product quality increases, differentiation is lower, and consumers become increasingly price-sensitive, brand loyalty is the key success factor for any company. With these conditions, consumers are rarely loyal to a single brand. However, it was found that there are still some brands towards which the consumers have demonstrated intense sole-loyalty, and those brands were found to have brand communities. So it could be concluded that by getting the consumers more integrated into such communities, they could get them more loyal even in the presence of high price-sensitivity, high quality and lower differentiation.
Image:
Hossain et al (2011) conducted a research on factors that influence customer loyalty. Findings suggest that managers should focus on carrying out such activities that would enhance the company image and also develop trust among clients. Company image and trust among clients, both contribute positively towards customer loyalty, and loyal customers also encourage other people to buy the trusted brand. To communicate the positive aspects of services to the clients, in order to develop a better image, incurring heavy advertising expenditure is required. The services should be delivered just as promised. This helps in strengthening the trust among clients.
Jahangir et al (2009) in a research explored the mediating