Keller (2009) points that brand awareness are related to the strength of the brand node or trace in memory as reflected by consumers’ ability to recall or recognize the brand under different conditions. Brand image is defined as consumer perceptions of and preferences for a brand, as reflected by the various types of brand associations held in consumers’ memory. Reinforcing these two components serve as sources of brand equity that can affect positively loyalty; price premiums and more favorable price elasticity responses; greater communication and channel effectiveness; and growth opportunities via extensions or licensing (Keller
As proposed in the previous sections, brand credibility has three components, trustworthiness, expertise and attractiveness. Relationship marketing theory suggests that trust leads to affective commitment (Morgan and Hunt, 1994). If consumers believe that the company can deliver on its promise of service or product quality (i.e., high trustworthiness), they tend to have higher affective commitment, since trust in a company justiﬁes consumers ' positive feelings towards and reliance on the company (Erkmen and Hancer, 2015; Hunt et al., 2006). H3. Brand credibility positively affects consumers ' affective commitment.
While another strategy which marketers use and will not cost the business much is offering discounts for frequent buyers, it makes the customers feel appreciated. Using customer feedback to make changes or development will meet customer needs and guarantee future business. It is wise to make any necessary amendments and use a marketing strategy to get that will suit the specific targeted market by doing this, marketers show customers that they are concentrated on serving them and it is their main objective. Gaining referrals should be part of your customer-driven marketing strategy, this is when present customers share
By this we can say there is a direct relation with the customer service and satisfaction of the customer. Relationship of customer services with loyalty: Customer services have huge impact on loyalty of the customer. Customer services can enhance the behavior of customer to re buy the product like satisfaction the loyalty is also a post behavior of the customer. Loyal customer will be the one who has trust and full satisfaction about the product so both have positive relation. Effects of customer services on customer satisfaction and loyalty: As both the variables has positive relation with customer services so customer services have huge impact on the satisfaction and loyalty both satisfaction and loyalty are post behavior of the customer if quality customer services are provided like warrantee, repairs insurance etc can attract the customer to re buy the same product his/her loyalty will definitely
CHAPTER – III CONCEPTUAL FRAMEWORK OF THE STUDY 3.1 Introduction Brand loyalty implies that consumer have a good attitude towards a particular brand over other competing brands. Brand loyal consumers may be willing to pay more for a brand because they perceive some unique value in the brand that no alternative can provide (Oliver1993) . Brand loyalty, long a central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a changes, either in price or in product features. As brand loyalty increase, the vulnerability of the customer base to competitive action is reduced.
They point to the benefits of improved communication, better understanding customer expectations and perceptions of service quality leading to improved sales, increased profitability, reduced customer turnover, service cost and time. Maintaining existing loyal customers giving rise to a stable customer base is widely acknowledged as one of the key benefits of good customer relationships. Tao F (2014) refers to a study which showed that the cost of developing a new customer is six times higher than maintain an existing customer. While a loyal customer is less costly they also become advocates for the brand and can generate new business through recommendations to others. With good customer relationship a company gains better information and insight into the customer, their behaviours, preferences and needs.
Simplifying, it is a win-win situation: your customers get a superior experience, while your business retains more customers. Furthermore, ensuring your customers with a high-quality personalized omnichannel experience means your company should provide consistent, personalized, and highly-tailored content, that could resonate with individuals across channel over time. This, in turn, is demonstrated to yields better business results and to drive your customers' future spending. Finally, the benefits of a personalized omnichannel approach include, but are not limited to, a significant improvement in customer experience, which fosters customers' loyalty. It is crucial to personalize every journey, in order to enhance your customer engagement, which will grant your company with achieving relevant interactions across digital and traditional channels, ultimately building long-lasting relationships with its target
Besides, it helps to build brand loyalty. Customers who are frequent and enthusiastic purchasers of a particular brand are likely to become brand loyal. Cultivating brand loyalty among customers is the ultimate reward for successful marketers since these customers are far less likely to be enticed to switch to other brands compared to non-loyal customers. It also enables an organization to command a price premium. A strong brand will help an organization to differentiate the price from the rest and encourage their customers to pay for the intangible benefits they get from associating themselves with a brand that makes them appear cool fashionable, or clever.
Marketing orientation is also known as marketing concept. It is focuses on customer need and wants, also delivering better customer satisfaction than the competitors. The benefits that RBA will gain from using market orientation are including the product benefits, service benefits, and image benefits. Satisfaction from the customer is the quality of the products or services provided by RBA from the products benefits. It may increase the sales and bring more profits to the RBA if the customers satisfied with it.
However, the attitudinal dimension refers to customer’s positive beliefs and feelings toward a brand among a set of competing brands (Odin et al., 2001). According to this view, brand loyalty is recognized as an attitude presented mainly by consumers’ brand preference or psychological