Impact of Service Quality and Brand Image on Brand Loyalty: The Mediating Role of Customer Satisfaction

Arman Author-Email: arman.mba5745@iiu.edu.pk Author-Workplace-Name: International Islamic University, Pakistan and Sayyed Adnan Shabbir ()
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Sayyed Adnan Shabbir: International Islamic University, Pakistan

Eurasian Journal of Social Sciences, 2020, vol. 8, issue 2, 75-84

Abstract: The 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.

Keywords: Brand Image; Service Quality; Customer Satisfaction; Brand Loyalty (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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