چکیده:
This study investigates the factors affecting the brand loyalty of the customers of Auto-mobile industry in region of Pakistan with the use of ECSI model. A well-organized structured questionnaire was distributed among the customers of Auto-mobile industry. The questionnaire was based on 5 Point likert-type scale. Results show that the customer expectations have a direct positive impact on perceived value and an indirect impact on customer satisfaction. The study also finds that to satisfy the customers, customer’s education plays an important and positive role. Furthermore, the study finds a negative relationship between customer trust and customer loyalty. It is probably due to Pakistani culture in which the customers cannot fully trust the firm. Additionally, it is suggested that the ECSI model should be modified because customer education and trust are not present in the present model. In this regard, further research is required. Finally the study suggests that there should be an effort by the firm to improve the perceived quality because it positively influences the perceived value and customer satisfaction
خلاصه ماشینی:
U. Haq Iqra University Islamabad, Islamabad Campus, Pakistan This study investigates the factors affecting the brand loyalty of the customers of Auto-mobile industry in region of Pakistan with the use of ECSI model.
Finally the study suggests that there should be an effort by the firm to improve the perceived quality because it positively influences the perceived value and customer satisfaction ABSTRACT: .
Keywords: Brand loyalty, Customer’s satisfaction, ECSI model, Perceived values, Trust, Auto-mobile industry INTRODUCTION In modern business world, the key objective of the firm is to get the competitive advantage over its competitors.
A perceived value of a product or service has a deep and direct impact on the customer satisfaction (Vincent et al.
The perceived quality directly and positively influences the perceived value and on the trust and satisfaction of customers (Chwo-ming et al.
Research has been made and the consequences show that perceived value is significantly related to the repurchased purpose instead of the customers trust or quality of product (Cronin et al.
Overall satisfaction of customer is positively influenced by the perceived quality of the product (Helgesen, 2010).
The Impact of E-service Quality, Customer Satisfaction and Loyalty on E-marketing: Moderating Effect of Perceived Value.
Relationships and Impacts of Service Quality, Perceived Value, Customer Satisfaction, and Image: An Empirical Study.
Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model.