Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

How Brand Image and Perceived Service Quality Affect Customer Loyalty through Customer Satisfaction

Author(s): Ahmed Muneeb Mehta and Maham Tariq

This study describes the importance of brand image and perceived service quality and its effect on customer loyalty through customer satisfaction. This research is conducted on the supermarkets of Pakistan. Moreover, in this article, we aim to examine whether and to what extent brand image and perceived service quality affect customer loyalty through customer satisfaction. Brand image is a modern idea of the customers towards the products and perceived service quality is also one of the important factors that play a significant role in creating customer satisfaction. We have conducted an exploratory research. The data collected was primary and questionnaire was used to collect data from our population. The results concluded that customers can achieved satisfaction in the supermarkets by reasonable prices of products, availability of quality products, provide services for an accurate time, obtaining an accurate information, and less time to maintain records in cash registers.