Impact of Service Quality, Corporate Image and Perceived Value on Brand Loyalty with Presence and Absence of Customer Satisfaction: A Study of four Service Sectors of Pakistan

Abstract

Customer satisfaction is one of the major objective of the organizations because satisfaction leads the customers to be loyal and this can be source of competitive edge for the organization. Therefore, this study is designed to investigate the mediating role of customer satisfaction between service quality and brand loyalty, corporate image and brand loyalty, perceived value and brand loyalty in the four distinct service sectors of Pakistan i.e. hospitals, educations, banks and hotels. The data were collected by using nonprobability sampling and snowball sampling from the students for determining educational sectors results and customers of other sectors to examine their results. The total 500 questionnaires distributed to respondents from which 440 (88%) were usable and able for testing. The results indicate that service quality, corporate image and perceived value are the key drivers in enhancing brand loyalty when customer satisfaction mediated in their relationship. The findings confirm the mediating role of customer satisfaction in the relationship of service quality and brand loyalty, corporate image and brand loyalty, perceived value and brand loyalty.

The Mediating Role of Satisfaction: Life Insurance Customers’ Perspective (Service Quality, Trust and Image Toward Loyalty)

“…In this case, the company's image is important for every company because it is an overall impression that is formed in the minds of the public about the company. Huang (2016) has proven that company image has a positive and significant effect on customer satisfaction, as well as other researchers, have proven that there is a significant influence between the corporate image on customer satisfaction (Ashraf et al, 2018;Dachyar & Siva, 2016;Hermawan et al, 2017;Nguyen et al, 2018), and have an impact on increasing customer loyalty (Ashraf et al, 2018;Dachyar & Siva, 2016;Huang, 2016;Sari, 2018;Xhema et al, 2018). While the findings by Variano (2017) that Brand Image has no significant effect partially on Brand Loyalty.…”

The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction

“…Satisfaction leads the customers to repurchase and encourages them to remain loyal with the brand (Anderson & Sullivan, 1993;Oliver, 1999). The association between satisfaction and loyalty is significantly positive and its strong point varies from product to product and buyer to buyer (Dong et al, 2011;Ashraf et al, 2018). Furthermore, past studies also declared their relationship as positive in the setting of products (Brakus et al, 2009) and services (Nysveen et al, 2013).…”

Evaluating customer perceived value of housing based on location factor and economic value

“…The main key of this concept is the cost-benefit. The cost reflected all of buyers' sacrifice to acquire the product, while the benefit reflected its ability or function to satisfy the needs (Lima et al, 2009;Ashraf et al, 2018;Bakar et al, 2018;Chekalina et al, 2018;Gordon et al, 2018;Gong & Yi, 2018;Simon & Tossan, 2018). When consumers feel the benefits gained outweigh the costs, customer satisfaction will be achieved and provide a positive value for the company's products.…”