Effect of Customer Satisfaction on Brand Loyalty: A Case Study of Summit Foods Limited

This study explores the effect of customer satisfaction on brand loyalty through a case study of Summit Foods Limited. It identifies various approaches to maximize customer satisfaction and evaluates its impact on brand loyalty. The research methodology includes qualitative methods and primary and secondary data collection. The study concludes with recommendations for Summit Foods Limited to raise customer satisfaction and brand loyalty.

BUSINESS PROJECT

EXECUTIVE SUMMARY
The main aim of this study is to explore effect of customer satisfaction on brand loyalty
by focusing upon a case study of Summit Foods Limited. In order to explore effect of customer
satisfaction on brand loyalty, first of all importance of loyalty of customers towards brand in
business has been discussed, importance of customer satisfaction in industry, ways in which an
organization can boost satisfaction level of their customers.
Purpose:
The main purpose of conducting this research is to make an evaluation of relationship
between customer satisfaction and brand loyalty. As these terms are closely associated with each
other so with this research an analysis towards this relations is evaluated.
Methods:
Under this research qualitative method for which inductive approach had been used by
researcher. Other than this interpretivism philosophy had been adopted by researcher for
analysing customers behaviour. In this study both primary and secondary data had been
collected. Secondary data collection had been reduced for developing base of research along with
using thematic data analysis method. In case of primary data collection a survey with selected 25
employees of managerial level, is adopted.
Conclusion:
This research will end with the making of analysis of the relationship between the aspect
of customer satisfaction and brand loyalty. Likewise, certain recommendation to the Summit
Food would also be included that could assist it to raise its customer satisfaction and thereby
brand loyalty. This study further concludes that Brand performance can directly help in
enhancing customer satisfaction and can directly help in enhancing strong loyalty and trust with
brand

Table of Contents
INTRODUCTION...........................................................................................................................3
Rationale......................................................................................................................................3
Aims and Objectives....................................................................................................................3
Overview......................................................................................................................................4
SITUATIONAL ANALYSIS..........................................................................................................4
LITERATURE REVIEW................................................................................................................6
Introduction..................................................................................................................................6
Conclusion.................................................................................................................................13
RESEARCH METHODOLOGY..................................................................................................13
Introduction................................................................................................................................13
Research method........................................................................................................................13
Research approach.....................................................................................................................14
Research philosophy..................................................................................................................14
Data collection...........................................................................................................................15
Sampling....................................................................................................................................16
Data analysis..............................................................................................................................16
Ethical considerations................................................................................................................17
Reliability and validity..............................................................................................................17
Conclusion.................................................................................................................................18
FINSINGS AND ANALYSIS.......................................................................................................18
DATA INTERPRETATION.........................................................................................................20
CONCLUSION AND RECOMMENDATION............................................................................40
Conclusion.................................................................................................................................40
REFERENCES................................................................................................................................1

INTRODUCTION
Customer satisfaction refers to the aspect that measures the level of satisfaction of
customer with regard to company. In other words it is also known as measurement that shows
that how happy the customers are with the company's products and services (Leninkumar, 2017).
As customer are the key element of the market which denotes that every company must perform
its work in such a manner that they can meet their customer expectation. An analysis of
maintenance of customer satisfaction is an important aspect with the company because it is
having a direct relation with the customer loyalty towards brand. Enabling best services, focus
over quality control and delivery of services as per customer need are all essential aspect with
regard to customer satisfaction. Summit Food being a manufacturer of frozen food and snacks,
need to be highly focussed towards the concept of quality control so that it can maintain and
raise the level of satisfaction of its customers. This will also act as a base that could assist the
Summit Food in terms of management of its brand loyalty along with its enhancement and
grabbing of success.
As customer satisfaction has a direct relation with brand loyalty of the company so a
focus over this aspect would be made necessary for every company. This research will be
focussed over this aspect why customers are important and how they are related with the brand
loyalty of the organization. Likewise, it will also be analysed and research that what are the
various approached that would lead to raise the customer satisfaction.
Rationale
As customer satisfaction is one of the major aspect in association with the corporate
world and industries. Being a key element and aspect of market, maintenance of customer
satisfaction is one of the important element of the study (Kurdi, Alshurideh and Alnaser, 2020).
As no company would be able to survive in the absence of customers so it is very essential that
an appropriate consideration will be lied towards the aspect while carrying out business
operations. Thus, with the help of this research various approaches in association with customer
satisfaction will be studied and presented. This will also enable and help the company to make
focus along with assisting them to take appropriate steps in the direction of the raising of
customer satisfaction. This research will also be helpful for other researcher and the scholars to
make evaluation of the concept and integrate it for making further analysis. The conduction of

this research will also guide the company that in order to enhance loyalty of cusotmers they need
to be focussed and considered towards maintaining of customer satisfaction.
Aims and Objectives
Aim:
 To explore the effect of customer satisfaction on brand loyalty. A study on Summit Foods
Limited.
Research objective:
 To identify various approaches of maximising customer satisfaction.
 To evaluate the impact of customer satisfaction on brand loyalty.
Research question:
 How important for business is brand loyalty?
 What is the meaning of customer satisfaction in industry?
 How does a business boost customer satisfaction?
 What is the effect of client satisfaction on organizational brand loyalty?
Overview
This research will be focussed towards the aspect of customer satisfaction and its relation
with loyalty of couthers towards brand. Likewise, a due consideration towards the topic of
quality control and maintenance is also a part of this research. A detail analysis over this concept
with the help of primary and secondary research will also be presented in this research so that the
concept of customer satisfaction in the context of corporate world and chosen Summit Food Ltd
will be determined. Detailed research methodology along with a section of data analysis and
interpretation followed by recommendation will also be a part of this research.
SITUATIONAL ANALYSIS
Summit Food Ltd is one of the fast food manufacturer of frozen and microwavable
snacks and food. It is a famous producer of ready tom eat food. It is continuously serving the
market from the last 42 years. It was founded on 1979. Due to this, Summit Food always try to
ensure that its products including sandwiches and snacks would be ready to serve, prepare sell,
and heat and eat. Due to the efficient services and efforts of its employees Summit Food was

awarded BRC AA accreditation and supported by majority of grocery and food-services
(ABOUT US, 2021). Being possessing a direct relation and connection with customers along with
operating as customer devoted company it always tries to deliver the best quality products to its
customers.
Likewise, being a company that belongs to food industry so it always tries to be focussed
towards delivering quality food to its customers at best possible prices. It always performs its
function on the basis of delivering of great tasting experience with value for money to all its
customers.
As per its mission statement it works in the direction of making the life easier along with
making everyone's day better with its efficient services and delivery of rich quality and tasty
food at customer durable prices.
As along with changing trends and environmental factors in terms of covid pandemic and
its impact towards the entire world and all the industry with regard to changing rules and
regulations, imposition of restrictions and various other. With these pandemic every industry
including the food industry and concerned companies like Summit Foods also got affected with
regard to its business operations. The economic situation and profit earning capacity along with
operation of business also got affected.
In the same manner changes also occur in the sector and aspect concerning with legal
environment with the evaluation of occurring changes in the legal framework of the country.
This is related with changes that take place with regard to the restaurants, foods and associated
company with respect imposition of restriction and changing serving terms. This has also
impacted the Summit Foods in terms of taking more precautions and be cautious regarding
meeting terms and condition with relation to changing acts and laws. This has lead to the
enhancement of digitalization concept in the context of Summit Foods. Likewise, it has also
raised more opportunities with regard to food and hospitality industry. It is also to be noted here
that the Summit food which is one of the consumer devoted company and always make evolution
in its products with regard to need of customers, has made and adopted the requirement of the
concerned environment and raise its focus towards the concept of hygiene and quality control
and check. This has raised the benefits in association with company along with meeting its
customer's need.

Quality control at Summit Foods limited is one of the most important thing. They
manufacture and sell Sandwich, hot dog, burger, doner kebab, panini etc. and focus upon
maintaining overall quality of their products. All the frozen and chilled products sold by then are
vegetarian. Their main clients are Booker, Tesco, Aldi, Lidl, Morrissons, Co-op, Iceland etc. If
customers of clients of Summit Foods Ltd are not happy in quality of feed that they have
purchased from their client originations (For example Tesco) then they can directly compliant to
Summit Foods Limited through telephone, mail or letter. These complaints are directly received
by Quality Control Department of Summit Foods Limited and then these things are mentioned to
Production manager So that quality of products can be improved. Thus, along with making sales
to its clients and service partners summit food also make direct sales to its customers through its
stores and online mode. Along with meeting the customer need through direct mode or through
other companies including Aldi, Tesco and others, it builds a high brand loyalty among its
customers. It would be right to state that the Summit Food is known directly among its customers
along with indirect mode too through its service companies and partners.
This industry and concerned companies also faces the issue and challenges with regard to
changing customer taste and preference. This means with the prevailing covid situation, entire
culture of customer regarding food consumption got changed. Now people are more health
conscious and aware towards the hygiene factor (Boyacι-Gündüz and et.al., 2021). Summit Food
being a direct customer dealing company also got affected with this changes in terms of more
careful operation and taking of strategies towards hygiene and safety factors. Since, the customer
trends and preferences change but at the same time an awareness regarding the use and
inculcation of vegan food also raised. This means that now people are fonder to have an
inculcation of vegan food in their diet. This would lead to an emergence of opportunity for
Summit food which would also assist in the raising of sales and profit. As long with changing
social and cultural changes, it is very important that the concerned factors need to be analysed so
that the companies can raise the level of satisfaction among the customers along with meeting
the changing trends. This means that with reference to company and the concerned industry too,
customers are the key element that drive it. Hence, raising of customer satisfaction with the
adoption of various strategies and modes plays an important role. Likewise, it is also to be noted
that as the competition in the concerned industry exist at extensive level which make it more
essential for company and industry to be cautious regarding meeting customer needs. Its major

competitors include Brake Bros Limited, Palmer and Harvey Mclane Limited. Along with these
competitors the sale and working of the Summit Food is affected at an extensive scale. This will
again assist the companies to be market leader along with imposition of direct impact towards
the brand image.
In the same way it is also to be noted that as along with an adoption of technological
advancement, its policy of home delivery to its customers also add value to its business in terms
of raised sales and profitability. This is because along with meeting the need of its service
partners and customers at its shop it also enable direct food delivery which raised its service
operation and sales volume.
Thus, it can be right to said that the food industry and its concerned companies have a
direct association with the customers and hence, it is more important for them that should be
more aware and careful with regard to maintenance of customer satisfaction with the delivery of
best and quality products. Similarly, consideration towards the concerned environment and the
factors like changing trends, customer needs and wants, cultural changes along with social, and
other factors in order to enhance and raise the customer's satisfaction.
Summit Foods also shares a direct relationship with its corporate customers that would
further assist it in meeting its customer satisfaction. The system that it follows is the chain
system under which it makes supply of its products to its corporate customers which make
further sale of products to its ultimate customer. This is also to be noted that along with making a
direct interaction with its customers it operates majority of its business through corporate
customers.
SWOT analysis of Summit Food
Strength Weaknesses Opportunities Threats
The company have
superb performance in
the new markets.
The company have a
strong brand portfolio
as well.
The company have
The company is
unable to forecast the
product demand at
market.
The profit ratio of the
company is the below
the industry’s average
The lower inflation
rates are a major
opportunity for the
company.
The environmental
policies are also an
opportunity as it
The intensity of
competition is a huge
threat to the company.
The company operates
in various countries
which makes it
exposed to the

the highly skilled
workforce which it
have created through
its training and
learning programmes.
The company have
free cash flow and
highly successful
marketing strategies.
profitability ratio.
There are various
gaps in the product
line of the company.
The marketing of the
products is not good.
allows the company to
take its advantage in
the new technology
and gain market share
through it.
The stable cash flow
provides the company
an opportunity to
invest in the other
product segments.
currency fluctuations.
PESTEL analysis
Political Economic Social
There are various
regulation of government
on the food industry.
It helps the company in
ensuring that the bad
quality products are not
exposed to the customers.
The world’s population is
getting richer which enhances
the disposable incomes of the
customers.
The labour costs are increasing
which puts pressure on the
company.
The customers today are health
conscious but in the most
convenient way. It impacts the
company positively.
The dietary restriction of some
products such as the frozen food
impacts the sales of the company
negatively.
Technological Environmental Legal
Automation have made it
easy for the company and
the customers to buy, sell
and manufacture the
People are becoming more
aware about their health and
the resources of the food as
well. It creates problematic
The company have to follows
various legal safety standards. If
they are not followed the
company can be sealed ans the

products. groups in the customer
segments of company.
customers can take legal actions
against company.
LITERATURE REVIEW
Introduction
It refers to a process under which an evaluation of the available literature will be made by
researcher in association with the topic and concept (What is a literature review?, 2021). This
also includes an analysis and evaluation of the journals, scholars, articles and various other. It is
a part of secondary research which is being derived from already published and derived facts and
information. It is the major part of the research which will lead to bring clarity with regard to the
topic and its associated aspects. With regard to current research conduction of literature review
will lead to have better understanding and outcome in association with the concerned topic.
The frozen food industry is always inaccurate and saddled with the derisive and have the
reputation for being a junk food manufacturer which is designed to gather ice. However, they
have been emerged out of shadow of the fresh products. People have started to realise that frozen
foods contains some nutrition in here (El-Adly, 2019). The lifestyle of modern day people needs
a delegate balancing of the work life and personal life. So customers find it easy to visit the
grocery store and buy frozen product. They offer convenience to customers because the
customers do not have the time to go to the markets.
Differences between sectors
There are two food sectors food processing sector and the food manufacturing sector. The
food processing sector is more concerned about the food safety and traceability. The
manufacturers are also concerned about the food safety. The major difference is between the
costs of processing. In the processor industry the cost of food processing is dependent upon the
availability of primary commodities, fluctuating market costs. However in the food
manufacturing sector the cost of production involves available ingredients and fixed costs as
well. The other factors such as regulatory compliance, sales and profitability are common among
both of the sectors.
The cost of processing and cost of production involves labour and materials which are
used in the process or manufacturing and other factors such as regulated cists, labelling,

packaging and other ingredients as well (Rita, Oliveira and Farisa, 2019). The priority and
emphasis is more on the one of the cots which are based on market, pressures and product as
well which also involves corporate marketing strategies such as low cost leader or segment
innovator. It is the factor in which difference lies. It is dependent upon how a type of
organization implement its functionality not on the business requirements.
Concept of customer satisfaction
As per the views of Suchánek and Králová (2018) customer satisfaction is one of the
marketing concept that shows how supplying and delivery of products and services will have an
impact over the customer in terms of meeting their needs. Customer satisfaction is having a
direct relation with regard to the sale of products and services with regard to company. This is
also an important concept and term in association with company because no company can make
survival in market without considering this term. This means that it is make mandatory for every
company that they meet the customer need with their products and if they are not able to do that
then they have lo chances to be sustained in the market. This will also act as metric by which
companies and marketers enable their own position in the market that how they are performing
and where there is need for making improvement along with determination of the growth
percentage of the company.
Suchánek and Králová (2019) also elucidates that the customer satisfaction is having a
direct association with the company's image and its competitiveness. This also means that the
company's competitiveness and success can be determined on the basis of meeting customer
need. Customer satisfaction can be measured with the term of repetitively making purchase of
company's products without any question and have personal experience with regard to product
(Nobar and Rostamzadeh, 2018). Likewise, there is again a direct relation between the concept
of customer satisfaction and expectation. This means that the companies can make attainment of
customer satisfaction only by meeting their expectation with their products. It can also be
understood that the customer level of satisfaction can be reflected in the meeting of its
expectation which means that the companies always tries to work in the direction of making their
products as per the customer needs.

According to Yussoff and Nayan (2020), business are not only supposed to run and
established for meeting and accomplishing their own goals, but they also need to be focussed
towards the meeting and raising of customer's satisfaction. This means that it is also an important
and crucial goals that every company must need to achieved in order to make survival in the
competitive market. As customer satisfaction is an important aspect with regard to the company
so it will also assist them to analyse that whether they are actually accepted by the market or not.
Similarly, the business that are aiming and planning to perform in long run need to be focussed
towards this concept because if a business has good share of customer than no company and
competition can make it affected. But here it is also being made noted with regard to companies
that their customer will be loyal and stick towards them only if they receive good quality goods
and services with regard to company, otherwise they will move to next best alternative.
On the other hand, Dastane and Fazlin (2017) states that, non-meeting of customer
satisfaction is having a direct impact over the business. This means that in order to retain
customer retention plays an important role. If the business will retain a good number of
customer, then it would be said that it meets the customer satisfaction. However, continuous
decrease in the customer with an association towards business will lead to have an adverse
impact towards the companies in terms of affecting their sales and profit margin along with
loosing competitive position in market. Likewise, non-consideration and focus towards the
changing tastes and preference and trends with regard to customer will again impact the
company in term of low retention.
In the same manner Suchánek, Richter and Králová (2017) also indicates that there is
direct relation between the quality food and customer satisfaction. This means that the level of
customer satisfaction with regard to food industry will be depended upon meeting the customer
expectation in terms of delivering the quality food to it. This means that with the delivery and
focus towards high quality food and its delivery, business concerning food industry can meet the
level of customer satisfaction. As food is the main product in association with the food industry
so by making delivery of the good quality food the concerned business can move towards the
direction of meeting of customer expectations.
On contrary to this Liu, Lee and Hung (2017) also states that only focus over the concept
of customer satisfaction is supposed to be right. This means that along with meeting customer
expectation it is also important for the companies run their business. Thus, delivery of quality of

food as per its standard pricing will lead to have a running of business in terms of goal
attainment of profit earning. This will also along with meeting business goals, raise the customer
satisfaction because of the delivery of quality products.
Customer satisfaction have a major impact on the financial performance of the company.
The impact is such that if a customer is satisfied with the products of the com-any, then they are
more likely to buy the products again from the same company (Vasić, Kilibarda and Kaurin,
2019). Satisfied customers are more likely to repeat their purchase which in return makes them a
loyal customer of the company. In the Summit Food, its customers are loyal. So its customer
repeat their behaviours and this impacts the company positively. It enhances the sales of the
company which improves the profit generation of the chosen company.
Approaches for boosting customer satisfaction
In accordance with Sudari and et.al., (2019) views a focus over the concept of marketing
mix in terms of focussing over its element of price, product, promotion and place plays an
important role with regard to raising customer level of satisfaction (Stathopoulou and Balabanis,
2016). This means that making offering of food with an consideration over these factors will lead
to boost up the customer satisfaction along with retention. It can be further illustrated that if the
business will offer good quality products at reasonable and consumer affordable price at the most
approaching places will lead to enhance existing level of satisfaction in association of concerned
business. Likewise, making of promotion of the product will also lead to create awareness and as
a result assist the company to attract more new customers with a substantial rise in their
satisfaction. Thus, it will be right to said and consider that customer satisfaction will only be
meet and grabbed if the company will make and direct its focus towards these aspects.
Likewise, Nguyen and et.al., (2018) also elucidates that out of the five dimension of
quality services in terms of tangibility, assurance, responsiveness, empathy and reliability there
are few which plays a major role in association with the boosting of customer satisfaction. This
includes tangibles, assurance and responsiveness. This means that with the focus over these
aspects business would be able to enhance their customer satisfaction (Keshavarz and Jamshidi,
2018). As if the company will be delivering the best quality product in overall terms of quality,
packaging and physical characteristics along with being responsive towards its customer's
queries and issues with a focus and consideration towards their regional language and motives

would be easily fit in the mind of customer and raise their level of satisfaction with it. These are
the important factors that have an association with the boosting of customer level of satisfaction.
On the other hand, Khoironi, Syah and Dongoran (2018) also states that, a high focus
towards the quality of product, image of concerned brand along with determination of adequate
and customer friendly pricing strategy plays an important role with regard to customer
satisfaction. This means that the companies need to be focussed towards these aspects if they
want to retain a good share of customers with high level of satisfaction. As this is a fact that the
customers will be satisfied only when these aspects will be meet and considered by the company.
It means that the business while dealing with customers need to be considered over these aspects
in terms of enabling best quality food and products along with a value based pricing strategy so
that they will also be benefited along with meeting customer's need and expectation (Joudeh and
Dandis, 2018). Likewise, if the business have good brand image then it will automatically attract
new customers towards it and as a result along with rising share of customers it will also fulfil
their needs and raise their satisfaction.
Similarly, Chib and Kumar (2021) also said that, the impact and use of technology in the
organization is having a direct impact towards the customer satisfaction. This means that in order
to boost the customer's satisfaction business need to be active towards the inculcation of new
technology in the system. As along with changing technology the mode of operation of business
also changed in terms of inculcating changes with regard to service delivery and operations. This
means now customers are more attracted towards digital order and delivery wherein they can
make orders from their phone and get their favourite food in less time. Thus, in order to meet the
customer satisfaction companies along with focussing over their product quality, need to be
consistent and considered towards the changing technology and imposing them in their system.
This will lead them to meet customer satisfaction along with meeting changing environment. It
will also lead the organization to deliver best services along with best experience with regard to
exposure of the company.
Importance of brand loyalty
Bihamta and et.al., (2017) identified that brand loyalty of business plays an important
role in association with the customer satisfaction and attraction. This means that the customers
are more attracted towards the brand which will further assist the companies to attain their goals

in terms of earning good share of profits and revenue in long term. This can also be understood
that there is direct and interdependent relation between brand loyalty and customer satisfaction.
This means that higher customer satisfaction will lead to higher retention and as a result the
brand image of the company improves (Strenitzerová and Gaňa, 2018)(Hayati and et.al., 2020).
On the same way a company with strong brand image may able to attract big share of new
customers and work in the direction of meeting their expectations. Thus, it would be right to said
that the brand loyalty has major significance in association with the company.
In accordance with the views of Majerova and et.al., (2020), brand loyalty act as best
mode of marketing with regard to company. This is because brand loyalty enables the companies
to sell their products among the customers with a zero rate marketing cost. This is because brand
loyalty act as word of mouth by which the usual and existing customers will make the sale of
products through word of mouth. This would again link with the customer personal experience
and expectation meeting. It means that it would be possible only when customer has good
experience in association with the brand. This will further assist the concerned companies to
move towards the direction of their goal in terms of earning high sales and profit.
With regard to brand loyalty Carranza, Díaz and Martín-Consuegra (2018) elucidates that
the food quality, service quality along with store atmosphere plays a major role with regard to
the raising of the level of satisfaction among customer which is further associated with the brand
loyalty. This means that it is very essential for the companies to be focussed towards the aspects
of delivering high quality food or services along with maintaining positive and customer friendly
atmosphere so that customer will along with getting good quality food will build up a great
experience with the company and which will ultimately raise the level of customer satisfaction
(Huang, Lee and Chen, 2019). It will again lead to assist the company in building brand loyalty
and long term relationship with the customers so that they will be stick to the company and assist
it success. Thus, it would be right to said that the brand loyalty is not only concerned with the
customer satisfaction and raising of company's sale but it is also having a relation with terms of
delivering the best quality services and long terms relationship.
Cha and Seo (2020) also illuminates that brand loyalty and its delivery of efficiency is
also having a direct relation with the inculcation of technology and moving with the changing
trends. It means that a focus towards the use of technology up-gradation and running the
company in accordance with the changing trends will lead to have a positive impact towards the

company in terms of building brand image along with raising of efficiency with regard to
business operation. As with changing time it is important to inculcate the latest technology in
terms of digital operation and online delivery with making experiment in the existing food
practices. This will lead to have an attraction of customers along with experiencing better
exposure. It will further lead to have assistance towards the building of brand loyalty along with
acquisition of customer share with a rise in sales and revenue too.
Impact of customer satisfaction on brand loyalty
As per the views of Gopi and Samat (2020) there is direct impact of customer satisfaction
with regard to brand loyalty. This means that with a raised in customer satisfaction the brand
loyalty in association with concerned company will be enhanced and vice versa. It can also be
understood as if the customer will be satisfied with respect to the services of the company and its
products then it will make regular purchase and build direct association with the company. This
will lead automatically lead to assist the company with regard to building brand image and its
enhancement. As brand will be denoted with regard to company's name but its image building
can be made through its customers. It means more customers will be attracted and associated
with the company then it its image will be raised subsequently.
On contrary to this Lerro and et.al., (2019) said that as brand loyalty and customer
satisfaction is having a direct relation but on contrary to this a slight dissatisfaction among
customers regarding a specific brand will lead to have negative and adverse impact towards the
company. This means that along with continuing positive relationship there is also an existence
of adverse relationship in case of dissatisfaction among customers (Erjavec, Dmitrović and
Povalej Bržan, 2016). This will lead to impact the company in terms of decreasing the profit and
sales percentage. It will also affect the company in terms of loosing market competitiveness.
Susanti and et.al., (2020) also states that brand loyalty can be built with an inculcation of
customer satisfaction. As if the customer is not happy and satisfied with respect to any brand
then it would not be possible to make brand loyalty. This would also be right to said that an
existence of positive association of the customer with reference to any product or company
would be termed as brand loyalty. This means that the brand loyalty and customer satisfaction
are closely and directly linked to each other. It would also mean that if the customers will be

happy and satisfied with regard to the specific brand then it will result in building of brand
loyalty with regard to company.
However, on a critical note Yang and Yang (2019) critics that brand loyalty is although
depended on customer satisfaction but there are various other factors which plays a more major
role in building brand loyalty. This may include commitment of company towards its products in
terms of quality and price, repeated purchase behaviour, trust over the brand, competitive
leadership and various other. It means these factors are mainly responsible with regard to
building brand loyalty. As company's own operation and enabling of services are also plays a
major role with regard to attracting new customers. So it can be right to said that these factors are
responsible for building brand loyalty.
Hussein (2018) states that quality control and delivery of quality food is one of the major
factor in association with brand loyalty. This means there is no matter that how many businesses
exist in the market but the most important aspect is that if a particular company or business is
making a delivery of quality food to its customers then it will automatically attract majority of
customers towards it. And this is major factor that will plays an important role in the raising of
customer satisfaction. Thus, along with enhancing the customer satisfaction with the availing of
quality food brand loyalty of the company will also enhance.
On the other hand, Foroudi, Palazzo and Sultana (2021) also said that the quality of
services of the concerned business is having a direct impact over the customer buying behaviour
which is further related with brand loyalty too. It can be understood as along with rising
competition every business tries to deliver the best quality food to its customers but it will lead to
further increase in level of competition (Ganiyu, 2017). Thus, irrespective of quality, mode of
delivery of services in terms of listening the customer perspective or views along with its
consideration and making faster delivery will lead to plays an important role in building and
raising customer satisfaction which will further assist the companies or the business to make
building of its brand loyalty and image.
Benefits of customer retention on company
Customer retention can provide various benefits to the company. Customer retention helps the
company to bring customer loyalty. Loyal customers makes a positive and string relationship
with the company and tends to trust it more than the other brands. As a customer have been
purchasing the same product or have been using the product and having spent that much time

with the product provides them a unique experience (Budur and Poturak, 2021). This experience
of the product is first hand so they are more likely to upgrade or repeat their purchase
behaviours. Loyal and satisfied customers have better word of mouth and they do it for without
any cost. All of this leads to decreased costs of customer acquisition in the company.
Customer retention also help the company in improving its brand image. It is the
interpretation of customers view regarding the company and its products as well. If the
customers are repeating their buying behaviours it will make the other customers to buy the
products as well. The ore users a product the more popular they become. This can help the
company in enhancing its profitability through enhanced sales and enhance its customer base as
well.
Apart from these factors there are various other factors contribute to business success.
Some of these factors involves effective planning. Having an effective plan for the success of the
company is essential. Another factor is having the clear vision. A clear vision will provide the
company a direction for the future. Another factor is shared belief and a hang a team spirit. If in
a company people do not have team spirit and do not work in collaboration can impact the
productivity of the company. The motivated and a collaborative team work helps the company in
enhancing its productivity (Kurdi, Alshurideh and Alnaser, 2020).
Conclusion
From the above analysis it can be concluded that customer satisfaction and brand loyalty
is having a direct association and relation with each other. This means that in order to raise the
brand loyalty there is an essentiality that its customers will be satisfied with respect to its
services and products. In the same way with an enhanced brand loyalty the concerned business
will also able to move towards the direction of grabbing of its objectives in terms of goal
attainment or grabbing of success.
RESEARCH METHODOLOGY
Introduction
Research methodology refers to a procedure or technique which is used to identify,
select, process and make analysis of information about the topic (Sudari and et.al., 2019). It is an
important aspect in association with the research because of the involvement and framing of the
entire procedure which is being applied and followed in the entire research. Framing and

determining of the research methodology will entitle the performance of the research and the
concerned steps in the adequate manner and as a result direct the entire research towards the
direction of meeting its aims and objectives.
Research philosophy
It refers to a belief regarding the method that would be adopted in association with
collection of data (Dimyati, 2018). It is a major aspect with regard to research because it is
related with the data collection method. It is of four types that may include interpretivism,
Pragmatism, Realism and positivism. Under interpretivism philosophy, researcher plays a major
role in association with the research. This is because as per the interpretation of the researcher
the concerned data could be collected (Alharahsheh and Pius, 2020). It includes the theories that
refers how human mind will acquire knowledge of the world. However, in case of positivism,
only those objectives and events will be considered which can be experienced directly and that
accounts for scientific inquiry. Here researcher finds and make observation of the finding (Al-
Ababneh. 2020). This means that under positivism observation and experiment are important. In
respect to the current research interpretivism philosophy has been used so that the human nature
in terms of customer satisfaction will be determined and analysed adequately. As there is a major
role of the researcher in association of the interpretivism philosophy so it could lead to have a
better analysis of the customer satisfaction with regard to the brand loyalty. An adoption of this
philosophy will also lead to have in-depth study of the collected data. In the same way as
primary data which is being gathered with the compliance of the interpretivism philosophy will
carry a high degree of trust and as a result the outcome of the research will be more justified with
the concerned topic. Hence, interpretivism philosophy is being adopted within this research so
that an analysis of the customer behaviour would be better presented.
Research approach
It refers to the mode and procedure by which the research need to be conducted (Tripathi,
2017). It can also be determined as plans and procedures with regard to the research. It is also of
two types as inductive and deductive. In case of inductive approach research initiates with the
concept of observation which will be followed to determine pattern that could lead to the
formation of hypothesis (Danaee Fard, 2020). These hypotheses will further lead to the

evaluation of theory. However, deductive approach is just opposite of inductive under which the
existing theories are analysed that will lead to the testing of the hypothesis (Azungah, 2018). In
the current research, inductive approach has been chosen so that the observation as per the
customer behaviour could be conducted which lead to the formation of hypothesis and as a result
new theory with regard to the customer satisfaction in association with brand loyalty could be
formed. This has also lead a better performance of qualitative method with supporting deep
research. In the same way with an implication of the inductive research detailed aspect in
association with the concerned concept of customer satisfaction with a relation of brand loyalty
could be evaluated.
Strategy:
With the current research the strategy that is adopted with the analysis of the concept is
literature review as well as primary research under which questionnaires are being filled by the
responded. The reason behind the adoption of this strategy is to have an in-depth analysis of the
concept of customer satisfaction and brand loyalty. The strategy is justified as it will be executed
in a process. The process will start by the identification of the main concepts of the search. The
next step will be selection of resources for the search. Next step is to review and refine the
results of the search.
Research method
It refers to the method which has been adopted in the research (Cheng and et.al., 2019).
There are broadly two methods of conducting research which includes qualitative and
quantitative. Under qualitative research non-numerical data will be collected and analysed
(Allan,2020). Here only the theoretical aspects in association with the topic will be analysed and
it is just opposite of quantitative research. Saving of money, understanding of attitude,
incorporation of human experience is some of advantages of qualitative research. However, it
requires time and its interpretations are subjective are counted as its limitations. In case of
quantitative research numerical facts and figures will be used. It includes the analysis of
statistical data. Quantitative research is mainly used to find patterns, averages along with making
of predictions (Goertzen, 2017). Collection of information quickly, analysis of high sample size,
used of randomised sample are some of its advantages. But at the same phase its limitations

include misleading of information and results, difficulty in setting up of research models is also
included. With regard to the current research qualitative method has been used so that the
evaluation of the customer satisfaction with regard to the brand loyalty could be analysed. As
customer satisfaction is a qualitative aspect which could be better analysed and evaluated with
the inculcation of qualitative research, so it is being used in the research. Likewise, as qualitative
research is used to make an analysis of how and why issue which will enable the researcher to
make performance of its research in dip manner and as a result of that the concerned concept will
better be evaluated. Hence, qualitative research will be implemented with regard to the research.
Data collection
It refers to the collection of data. It is a major step in association with the research that
direct the entire research towards meeting its objectives (Slack and Singh, 2020). There are two
sources by which data concerning research need to be collected i.e. primary and secondary.
Under primary source data will be collected for the first time (Kurniawan, 2018). It is the most
authentic form of research because of the involvement of first-hand data. However, in case of
secondary sources already collected data will be used in order to make further analysis. Here data
is already being collected which is further being researched and used in the research study
(Martins, da Cunha and Serra, 2018). In the current research a combination of both the primary
and secondary data has been used. As the current research is related with customer satisfaction
which itself include a requirement of primary research. Hence, primary research by the mode of
survey has been used in the research under which primary data is being collected by the mode of
questionnaire. The reason behind the choosing of questionnaire is to have a clear knowledge
regarding the perspective and views of responded towards the research question. In the same way
it is also to be noted that an adoption of the method of questionnaire and its implication with the
research including filling up by the employees of the managerial level of the Summit Food
would lead to have an emergence of outcome that is closely justify the research and its aims and
objectives. However, it also bears the limitation of non-response and false response with respect
to the research and thus may affect the outcome of the research. It is also to be noted that the
selection of employees of managerial level would be most suitable it would enable the researcher
to have a clear and detailed idea about the aspect of topic. Likewise, there is an inculcation of the
secondary data under the research in which articles and journals of various authors are being

considered. The reason behind the inculcation of both the method is to make the research more
justified with an exposure of the primary and the secondary data so that both the aspect would be
cover in the research and the concept of customer satisfaction with regard to brand loyalty can be
analysed with the aspect of primary and secondary data source aspects.
Sampling
It refers to a process which is used in statistical analysis under which predetermined
number of observations are taken from the larger population (Bihamta, and et.al., 2017). It is an
important aspect with the primary research under which data is being directly collected from the
responded. The collected proportion is known as sample which shows the characteristics as
possessed by the entire population. There are various modes by which sample is being collected
including simple random sampling, clusters, systematic sampling and various other (Bhardwaj,
2019). With respect to the current research simple random sampling is being inculcated so that
there will be equal and fair chance available to the responded and study would be performed on a
fair manner. As the concept of customer satisfaction with its relation towards brand loyalty is a
wider terms and in order to inculcate primary research an adoption of simple random sampling
would lead to deliver the best outcome in terms of its analysis. Likewise, an adoption of the
concept of simple random sampling would result in the saving of time because within less time
more data would be easy to collect with regard to the adoption of sampling. In the same way it is
also to be noted that as under simple random sampling an equal chance will be given to the
responded so that the perspective of customer satisfaction with regard to the topic will be easy to
evaluate. In the current research a sample of 25 employees at managerial level are selected
randomly out of the various other employees so that the outcome in association with the research
objectives would be able to get obtained.
Data analysis
This is the major and important step in association with the research methodology (Palit
and et.al., 2016). This is because under this step the collected data is being analysed. There are
two modes of data analysis including thematic perception and SPSS. Under Thematic test
various themes in association with the collected data is being made. this will lead to have a
careful and critical analysis of the concerned theme (Castleberry and Nolen, 2018). It is usually

adopted in case of analysis the data concerned with qualitative research. However, SPSS is a tool
which is used to make analysis of quantitative data. As per this technique the data with regard to
the quantitative analysis is performed. With respect to the current research thematic test will be
chosen. The reason behind the choosing of this test would because of the analysis of the
qualitative data. Also as the date which is related with the customer satisfaction that is being
collected through questionnaire will easy to be analysed with the help of thematic test. Making of
theme and accordingly performing of its analysis would lead to better analysis and evaluation of
the collected data. This will ultimately assist the entire research to meet its objectives.
Ethical considerations
Ethical considerations are the important aspect with regard to the research (Garg and
Kumar, 2017). It will make the research to be ethically correct and valid. A compliance of the
ethical consideration states that the researcher has not made any harm in association with the
responded (Cammaerts, 2020). In the same manner a focus towards the aspect of ethical
consideration would lead to states that a prior consent has been taken from the participants while
performing research and obtaining data. This will lead to make the research to be ethically
correct. In the current research, high focussed is being lied over the concept of ethical
consideration under which prior consent is being taken from the participants by signing and
filling of ethical form. Likewise, a compliance towards the aspect of personal privacy and ethical
consideration is also kept in consideration while pursuing the research. In the same manner a
practice of non-revealing of the information with regard to the participants are also kept in
complied and considered. As a consideration towards the ethical aspect in association with the
research make it more authenticate and valid thus a consideration towards ethical consideration
in terms of obtaining prior approval of the responded and signing of ethical form is essential. In
the same way a consideration towards the aspect of ethics while research would make it more
acceptable and valid. Lastly a reference list is also being disclosed at the end of the research
which shows that the collected data is not being copied and is referenced.
Reliability and validity
In order to maintain reliability and validity in association with research only the
authenticated and valid data will be used and adopted. Likewise, it must be ensuring that the data

would not be copied from any source. A research would be reliable and valid if the content in the
research would be authenticated and trustworthy. This is very essential that the research must be
valid and reliable. It is an important aspect with association to research (Hayashi Jr, Abib and
Hoppen, 2019). This means that the research must be referenced from the authentic sources. An
existence of this aspect will lead to have a direct impact over the research and its outcome with
regard to its concerning associates and audience (Smith and Smith, 2018). With regard to the
current research reliability and validity is kept in focus. This is performed through the taking of
articles of only authenticated scholars. Likewise, primary data under which direct interaction
with the employees of various departments was made was also inculcated in the current research.
With addition to this latest articles of the scholars are also considered with respect to the
research. In the same way it is also kept in consideration that no alteration is being performed
with respect to the data which is being gathered from the responded. Also, with the current
research only the copyright data is being used so that the authenticity and the reliability will with
the context of research will be maintained. In addition, of this in order to maintain the
transferability the outcome and the results of the research will be made available to other
scholars and concerned personnels so that future research in the context of the importance of the
customer loyalty with respect to the corporates will be performed.
Conclusion
From the above research methodology it can be concluded that the current research is
truly made in accordance with the concerned topic. As the research includes the qualitative
method in concerned to the customer loyalty aspect so a detailed analysis and evolution will be
made possible with regard to the current research. Likewise, an inculcation of both the primary
and secondary data will lead to enhance the research outcome with the current study. The above
methodology also summarize that all the concerned steps with respect to research and its
authenticity is being taken so that the desired outcome will be produced.
FINDINGS AND ANALYSIS
DATA INTERPRETATION
Theme: 1 the impact of customer satisfaction on business profitability as well as productivity.
Q1. Do you think the impact of customer satisfaction on business profitability as well as

productivity?
Frequently Responses
Strongly agree
Somewhat agree
Strongly disagree
Somewhat disagree
10
9
4
2
Total 25

Data Intepretation
From above table, it has analysed that there is a direct impact of customer satisfaction on
the business profitability as well as productivity in marketplace. Basically, it has focused on this
statement and gathering information from production manager, finance manager, production and
technical manager. These are consider different respondents which has been selected to find their
own perception. On the basis of analysis, it has found that 10 respondent is strongly agree, 9
respondents are somwhat agree, 4 respondent strongly disagree and 2 respondent is somewhat
disagree. Each and every respondents have shared their view point on the basis of experience.
The reason behind their agreement is related to their experience that they have seen in their
journey with respect to the sales. That’s why, It has become easier for gathering large amount of
information and help to reach a conclusion. It can also be evidenced from the literature that with
along with raising satisfactioin of the customer the sales of the compoany raises and as a result
there is a simulatenous raise in profitability.
Theme: 2 Brand loyalty has a direct impact over the business.
Q2. Do you think brand loyalty can affect business?
Frequently Responses
Yes
No
20
5
Total 25

Data Interpretation
From the above chart and table it can be analysed that the brand loyalty has a direct and
major impact towards the business. As it was observed that out of a sample of 25 responded, 20
are of favour while the 5 are showing an adverse view. This means that majority of responded
agrees that brand loyalty has a direct and major impact towards the company. It can also be
evidednced from the literature that the business with high brabd loyalty would lead to have to
have a successful business in terms of high earning of profit as well as sales volume. Likewise,
such business also carries a high and good share of customers.

Theme: 3 keep maintain a trust among consumers towards brand loyalty.
Q3. Is it necessary to keep maintain a trust among consumers towards brand loyalty?
Frequently Responses
Strongly agree
Somewhat agree
Strongly disagree
Somewhat disagree
11
9
1
4
Total 25
Data Interpretation
From above table, it has been explained the statement related to the mainteance of trust
among customers towards Summit food brand. But it depends on the product & services of
maufacturing brand. Company have an option to identify specific need or requirement of client
and also fulfill their specific demand on time. This is directly influence potential consumers to
select various kind of Summit items. during data interpretation, it has focused on this statement
and gathering information from production manager, finance manager, production and technical
manager. On the basis of evaluation, it has found that 11 respondent is strongly agree, 9
respondents are somwhat agree, 1 respondent strongly disagree and 4 respondent is somewhat
disagree. Each and every respondents have shared their view point on the basis of experience. It

can also be referred from the literature that maintainiting of trust and brand loyalty is closely
associated because if the customer have trust towards the brabnd then it would direcltly lead to
play an important role in the building of brand loaylty among them.

Theme: 4 Summit food service provides an opportunity for consumers to share suggestion on
food service delivery.
Q4. Do you think that Summit food service provides an opportunity for consumers to share
suggestion on food service delivery?
Frequently Responses
Strongly agree
Somewhat agree
Strongly disagree
Somewhat disagree
9
10
2
4
Total 25

Data Interpretation
In above table, it has been identified the importance of summit food services in
marketplace. it has been performed the discussion on the statement- “Summit food service
provides an opportunity for consumers to share suggestion on food service delivery”. Each and
every respondents have shared their view point on the basis of experience. it has found that 9
respondent is strongly agree, 10 respondents are somwhat agree, 2 respondent strongly disagree
and 4 respondent is somewhat disagree.
On the basis of analysis, it has been examined that maximum respondent shows a positive
response which means that influence with suggestion services regarding Summit food services.
When a specific brand will provide the opportunity for potential consumers, where they can
share their views on particular food items. in this way, organisation can utilise the perception of
client and always maintain Summit food services. Inculcation of suggestion of the customers and
making it integrated within the working of the company would not only lead to raise the sales of
the company but at the same time also attarct and grab more customers.
Theme: 5 production manager will consider a compliant of potential consumers regarding
Summit food quality.
Q5. Is it possible that production manager will consider a compliant of potential consumers
regarding Summit food quality?
Frequently Responses
Strongly agree
Somewhat agree
Strongly disagree
Somewhat disagree
8
12
2
3
Total 25

Data Interpretation
In above chart, it has been summarised about the specific tasks of production manager
and identify the compliant on particular items. This is why because of eliminate and remove such
kind of errors. As per evaluation of statement that production manager should be consider a
compliant of every potential consumers in regards of Summit food quality. It has reviewed the
comments of client and identify its involvement in business growth. On the basis of analysis, it
can be identified that 8 respondent is strongly agree, 12 respondents are somwhat agree, 2
respondent strongly disagree and 3 respondent is somewhat disagree. Maximum respondents are
shared the positive response which means that agree with statement. Quality of product is one of
the most important part for organisation because this is the only thing which are majorly
influencing client to purhcase summit items. It is also being evidenced from the literature that a
consideration of the complaint of customer and its inculcation in the production departmnet
would lead to have to have a rise in the quality of services and product of the company along
with raising of brand loyalty among customers towards the company.

Theme: 6 consumer loyalty can be maintained by effective relationship with marketing
manager in context of Summit product & service.
Q6. Do you think that consumer loyalty can be maintained by effective relationship with
marketing manager in context of Summit product & service?
Frequently Responses
Strongly agree
Somewhat agree
Strongly disagree
Somewhat disagree
11
8
2
4
Total 25

Data Interpretation
In above chart, it can be identified that 11 respondent is strongly agree, 8 respondents are
somwhat agree, 2 respondent strongly disagree and 4 respondent is somewhat disagree.
Maximum respondents are shared the positive response towards the statement- consumer loyalty
can be maintained by effective relationship with marketing manager in context of Summit
product & service. As marketing is considered as a mode of communication of the company so
with the association of relationship with marketing manager the brand loyalty among the
customer would be raised and this is also clearly reflecting in the sales and profit of the
company. This can possible when organisation give the better support for potential consumers
regarding food delivery services. In workplace, marketing manager has performed significant
role to establish a strong collaboration with people. So as, it also shared the information
regarding Summit items of client through marketing team. As per analysis, it has been examined
that each and every respondents share their opinion and view point on the basis of experiences.

Theme: 7 customer satisfaction level influence others towards Summit food services
Q7. Do you think that customer satisfaction level influence others towards Summit food
services?
Frequently Responses
Strongly agree
Somewhat agree
Strongly disagree
Somewhat disagree
11
10
1
3
Total 6

Data Interpretation
In above chart, it has been summarised about the customer satisfaction level because it is
majorly influenced the potential consumers, who are enjoying a Summit food dishes. Therefore,
Company has needed to be fulfill all essential need or requirement for consumer on time. It may
be increased the customer satisfaction level towards Summit food services. it obvious thing that
will change the change of demand, interest and taste of people in future. Furthermore, as per
analysis, it has found that 11 respondent is strongly agree, 10 respondents are somwhat agree, 1
respondent strongly disagree and 3 respondent is somewhat disagree. Each and every
respondents have shared their view point on the basis of experience. Maximum respondents have
shared the positive response and agreed with statement. It is also evidenced from the secondary
research that when a section of customers are closely inclined towards the company then it
would directly influence other associated customer towards the same brand. This would lead to
raise the sales of the concerned company along with increased proportion of customers.
Theme: 8 Is it true that profitability of business depends on the potential consumers.
Q8. Is it true that profitability of business depends on the potential consumers?
Frequently Responses
Strongly agree
Somewhat agree
Strongly disagree
Somewhat disagree
8
10
2
5
Total 25

Data Interpretation
In above chart, it has been discussed on the profitability of enterprises which is mainly
depends upon the poetntail consumers. if in case, large number of different people show a
preference, demand, interest and taste towards Summit product and services. That’s why, it can
be increased the rate of profitability and productivity in marketplace. When large number of
consumer has selected or purchased Summit food items.
On the basis of data interpretation, it has focused on this statement and gathering
information from production manager, finance manager, production and technical manager. In
order to increase profitable rate so as an essential aspect to identify demand, interest of client and
then launch new product. It helps to increase business sales and production in global
marketplace. On the other hand, it has been evaluated that 8 respondent is strongly agree, 10
respondents are somwhat agree, 2 respondent strongly disagree and 5 respondent is somewhat
disagree. Each and every respondents have shared their view point on the basis of experience.
The agreemneet of the employees is also associated with the analysis of trend in relation to sales
and profitability. Maximum respondents has agreed with statement and show a psotive response.
Likewise, it can also be referred with the literature that a focus over the potential customer would
lead to have a rise sales and the profitability of the company. This is because if the customer will
raise then the profitability and sales of the concerned company would also increase.

Theme: 9 brand reliability attracts more consumers towards Summit food enterprise.
Q9. Do you think that brand reliability attracts more consumers towards Summit food
enterprise?
Frequently Responses
Strongly agree
Somewhat agree
Strongly disagree
Somewhat disagree
12
8
3
2
Total 25
Data Interpretation
In above table, it has been identified the concept of brand reliability because it attracts
more consumers towards summit food items. as per evaluation, many people can select different
dishes of Summit products on regular basis, especially a young generation. In above chart,
examined the responses of different responsents. it can be identified that 12 respondent is
strongly agree, 8 respondents are somwhat agree, 3 respondent strongly disagree and 2
respondent is somewhat disagree. Each and every respondents have shared their view point on
the basis of experience. Maximum respondents has agreed with statement and show a positive
response.

Moreover, it is also analysed from the literature that A brand reliability is all about the
way in which influence customer’s, and offer’s something valuaable and unique enough. So as,
many people can try out for every time. In essence, the purpose of reliability which means that
deliver and satisfy’s customer’s need through Summit food dishes. it has focused on this
statement and gathering information from production manager, finance manager, production and
technical manager. In order to increase profitable rate so as an essential aspect to identify
demand, interest of client and then launch new product. It helps to increase business sales and
production in global marketplace.

Theme – 10 Do you think that consumer experience improves with brand loyalty?
Frequently Response
Strongly agree 13
Somewhat agree 7
Strongly disagree 2
Somewhat disagree 3
Total 25
Data Interpretation
From the above diagram it can be concluded that, consumer experience can be improve
with brand loyalty. A survey was conducted in that out of 25 responded, 13 bears a strong
agreement while 7 are of the opinion of somewhat agreement. However, at the same side, 2
responded strongly disagree while 3 are of the opinion of somewhat disagree. Consumer
experience helps in improving brand loyalty because when customers are satisfied they give
good reviews which is beneficial in growth of company. It is important for managers to focus on
satisfying needs of customers and provide them good quality products and services. 2 responded
are not agreeing because according to them consumer experience does not improve brand
loyalty. It is the quality of product which build positive image of a product in market. For growth

and development of an organisation it is important to provide good quality products and generate
more revenue. Thus, as per the above analysis it would be interpreted that as majority of
responded are in the favour of the statement that customer experience improves the brand
loyalty. It can also be supported with the secondary analysis that as customer constitute the brand
and along with improvement in their experience the brand loyalty of the company also improves
and raised.
Summary
From the above data analysis it can be summarized that customer satisfaction is an
important aspect in association with Summit Food. The company with the sale of its of major
products including frozen food, Sand-witches and other along with focussing over the concept of
quality so that it can move in the direction of raising customer satisfaction. Likewise, it is also
understood that there is direct connection between the aspect to customer satisfaction along with
brand image and its promotion. As this is being analysed that with the raise in customer
satisfaction the sales and profit percentage of the company will also raise. It is also being
summarized from the above report that with the production manager marketing manager are also
concerned with regard to the customer satisfaction and their need meeting. This means that with
the more focus over the quality control and enhancement of existing quality along with focus
over the aspect of consideration towards the customer review, and resolving their queries with
respect to products, Summit Food is highly devoted towards the maximization of satisfaction of
customers. In addition, of this it is being analysed from the above analysis that Summit Food
enable adequate opportunities to its customers to make sharing of their reviews so that they can
work towards the direction of further quality enhancement and improvement. This would also
not be wrong to said that the Summit Food is highly devoted towards their customers and is
working for their maximization of satisfaction. The above analysis also summarizes that the
Summit food believes that its customers will itself acts as means of promotion of its brand in the
form of word of mouth because with the more satisfied customers will make share their reviews
with other and as a result the company will be benefited in terms of enhanced sales and revenue
percentage.
Similarly, to this it is being summarized that the change in demand of customer is having
a direct influence with respect to the sales and profit of the company. This is because with the

rise in demand the sales of products of the company will also raised. In addition, of this it is also
seen in the above analysis that the customer attraction towards the brand is depended on its
reliability. This means that if the brand will be reliable then it would be able to attract more
customer towards it. In the same manner it would also not be wrong be said that customer
satisfaction and their loyalty towards Summit Food plays a major role with regard to it because it
will on the one hand enable the customer a better experience with the consumption of quality
products but at the same side it will also lead to assist the company to move in the direction of
grabbing success and attainment of objectives in terms of raising of profits and sales.
Thus, in short the above data analysis depicts that the Summit Food and its services in the
form of its products with a focus over its quality control and enhancement plays an important
role in an association with customer satisfaction and its enhancement.
Secondary Analysis
By using research article, journals and newspaper, it should be gathered or collected
information regarding impact of client satisfaction on brand loyalty. Customer satisfaction does
not just impact on the business bottom line, it may influence team morale and retention rate. On
the basis of analysis, it has been identified that demand of Summit food items increases in
marketplace. For establishing a strong brand reputation, it is very important for identifying
preferences, demand, interest and taste of potential consumers. This can help to the business
where they can easily identify their demand and offer’s various kind of Summit food dishes such
as Hot Dog, sand witch and so on.
Secondary data analysis refers to collecting information from sources which is already
gathered by someone else (Martins and et.al., 2018). The details in this research is used from
articles or books and researches which has already done by researchers.
Concept of customer satisfaction:
In the literature review, concept of customer satisfaction has been discussed. Customer
satisfaction is having a direct relation with sale of products and services. It is important to
provide good quality products and services to customers so that their needs can be satisfied. For
growth and development of company it is essential to make good quality products.
Customer satisfaction help in accomplishing goals and objectives of organisation. To gain
competitive advantage in market, companies should try to make good quality products so that

more customers can be attracted (Al-Omari, Alomari and Aljawarneh, 2020). It is the
responsibility of managers to make plans or strategies which is beneficial in satisfying needs of
customers.
Customer satisfaction helps in increasing sales of company and more revenue can be
generated (Martins and et.al., 2018). Customer satisfaction increases customer loyalty and
creates good image in market. It is important for an organisation to satisfy needs of customers
and generate more profit. Customer satisfaction helps in increasing sales and thus more profit
can be earned.
Role of customer satisfaction towards company:
It increases brand reputation and popularity among people in market (Kurdi, Alshurideh and
Alnaser, 2020). Customer satisfaction reduces marketing expenses because when people are
satisfied they will come again and again to buy the product. Importance of brand loyalty has
been described in literature review and how it is useful in increasing sales of company. Further,
impact of customer satisfaction on brand loyalty has discussed. In addition of this it is also to be
noted that along with consideration towards customer satisfaction, company need to focus
towards the aspect of other factors including costing and other expenses like marketing. Because
these factors also have a major and direct influence towards the company and its profitability.
Relation of customer satisfaction and brand loyalty:
Brand loyalty has direct relation with customer satisfaction because if branded products are
provided to customers at reasonable prices. This attract customers because they are getting good
quality products at low price. It has some negative impact on customers as if quality of products
is not good then it may lead to dissatisfaction among customers (Rita, Oliveira and Farisa, 2019).
From the responses of the questionnaire it is determine that, consumer experience improve
brand loyalty because if people are satisfied then it help in increasing sales of firm. Some people
agree to this and some are not agreeing. It is important to satisfy needs of customers so that more
revenue can be generated. Another question is that do you think that challenge, redefined
customer value proposition and understanding of customer needs through customer satisfaction
score card. Some people agree to this and some people are disagreeing (Leninkumar, 2017).

Customers give reviews and according to that it can be determined that whether customers
are satisfied or not. Some negative points are, may be bad reviews are given by customers and it
affect overall performance of company, guest did not like taste or quality of food. May be good
services are not provided by employees which lead to dissatisfaction among customers. For
accomplishing goals and objectives, it is important to provide good quality products to customers
at reasonable price. Market survey should be conducted by managers to identify needs of
customers and better quality products can be made.
Customer satisfaction and brand loyalty has become emerging phenomenon that is
considered as an important issues for which enterprise is very sensitive. Manufacturing
companies those are producing Summit food items, because of increasing the demand of Summit
food items and consumer purchasing behaviour also increasing. On the basis of interpretation or
survey, it can be identified the high competitive environment and develop a various options for
client to switch from one brand to another. At that time, brand loyalty plays important role and
consider as crucial aspect because of the importance in business performance, benefits for
manufacturing brand. Some potential consumers are selecting a specific brand regardless of item.
For instance, satisfaction is often used as a predictor of future customer purchases for brand.
So as they can easily understand the importance of consumer in business expansion. Whereas
loyalty and satisfaction are recognised as strongly manner and create a strong relationship with
individual people. Moreover, on the basis of analysis, it also examined that satisfied consumers
always attracts towards brand and shows a positive interests. The benefits of brand loyalty which
might have come from retaining existing client and also attracting new one. These are consider
an important aspect to stick with service providers for long-time growth and development.
Customer satisfaction and brand performance:
In this research study, Brand performance has significantly established a positive relation
with customer satisfaction. It can depend on the relationship between brand loyalty and customer
satisfaction. This study has demonstrated a positive association in context of customer
satisfaction which automatically develop a strong loyalty and trust with brand. An empirical
investigation has made by using secondary analysis. As per conducted the study through a
structured based questionnaire. To achieve desirable result or outcome. on the basis of analysis,
it has been examined that customer satisfaction positively impact on the brand loyalty which

means that accept all essential demand of client regarding summit food dishes. These are
majorly inspiring and motivating the potential consumers to select best options.
On the other hand, the importance of customer satisfaction which means that boost the
overall business revenue in global marketplace. in order to increase the production and sales of
Summit food items across global world. Therefore, large number of targeted audience has
purchased items and spend a money on it. Because of effective quality of food services and
always meet the expectation level of client. In some situation, people wants a quality of items
because of covid-19 so that Summit food service provider measure all parameter s related
quality. Afterwards, it provides the different options to increase a strong customer loyalty and
satisfied customers with services.
In short from the analysis of the primary and secondary data it would be right to conclude
that there is a direct impact of customer satisfaction towards the brand loyalty. Since majority of
responses in association with the questionnaire states that there is an existence of positive and
direct relation which is again supported by the literature review. In the same way it is also
analysed that it is very important for the company that it would focus towards the adoption of
various approaches by which it could raise the satisfaction of its customers so that the brand
loyalty of the company would raise. Likewise, it is also concluded from the primary as well as
secondary analysis that there is a direct impact of customer towards the brand loyalty of the
company. Similarly, on the basis of above analysis it is also observed that customer satisfaction,
their experience and views towards the company would add value in terms of raising of sales and
profitability. Thus, it would be right to states that customer satisfaction and brand loyalty are
integral and associated parts with respect to the company.

CONCLUSION AND RECOMMENDATION
Conclusion
From the above analysis and research it can be concluded that the customer loyalty with
regard to company plays an important role in terms of making its image along with directing it
towards the direction of its objectives. This means it is very important for the company to satisfy
its customers with the focus over the concept of quality and products. Likewise, it is also
concluded that along with the role of customer satisfaction towards the profit various other
factors including staff cost, marketing expenses and production cost also need to be focussed.
This means a high concentration of these cost would lead to have a major impact towards the
profitability of the company. This shows that a consideration towards the customer satisfaction is
important but with an inculcation and focus over these factors too. As if the products of the
company will be of high quality then it would be able to engage and attract more customers. This
means in order to engage more customer companies need to be stick towards the concept of
quality focus along with maximization of customer satisfaction. In addition, of this the findings
which is grabbed from the primary analysis also favours the aspect that customer satisfaction
plays an important role with respect to company. It can be understood as:
In accordance with the finding of the primary data it would be concluded that customer
satisfaction and profitability is closely and directly linked with each other.
In the same way it can also be concluded that brand loyalty has a direct and major impact
towards the business. This means that if the company have good brand name and it is well
known among its customers then it would lead to have a direct impact towards its business in
terms of attraction of various other new customer along with maintenance of existing customers.
Likewise, it would not be wrong to said that the company always need to maintain the customer
trust in order to sustain in the competitive market. As if the customer will have trust over the
particular brand then they will be attached to it and this will again benefit the company in terms
of its business operation.
As per the finding of primary data it can be summarized that Summit Food Ltd always
provide opportunities to its customer's to make share of their reviews. Likewise, with regard to
the production manager it can be concluded that it always make consideration towards the
complaints and reviews of the customer while making production of the products. This will not

only lead to raise the customer satisfaction but it will also work in the direction of raising the
quality of products of the company and make it customer friendly.
In the context of Summit Food and the finding with regard to it summarize that it always
make consideration towards the feedback question which is being raised by customer. This
means that every customer and their need along with their queries plays an important role with
respect to the company. As the company's main aim is to make raise of customer satisfaction
which will be implemented by Summit Food with the making and considering toward the
customer query and views.
As per the finding of the primary data it would also be right to said that the customer
satisfaction is having a direct influence with respect to the company's operation and its
profitability situation.
With regard to the aspect of reliability in context of brand there will be positive and direct
attraction of the customers. This means that if the brand will be reliable then it will automatically
attract the customers towards it. This will again link with the customer satisfaction because
reliability and customer satisfaction is again closely link with each other in terms of raising of
satisfaction with the context of attraction toward the brand.
Thus, it would be right to said that the research question in the context of the
research project is truly satisfying itself. This means that the findings of the research are also
move and shown in the positive direction with respect to the current research. From the above
project it has further been concluded that due to increase in demand of product and service by
customers can directly help organization to enhance their overall revenue and profitability.
Here are following recommendation based on finds, analysis and conclusion of the
project to Summit foods that can directly help their organization to enhance their customer
satisfaction and brand loyalty within customers. Some of the main recommendations for Summit
Foods are as follows:
 Summit Foods Limited can focus upon bringing changes within their marketing strategies as
effective marketing of products and services can directly help in enhancement of demand of
products and services by customers. Effective marketing of products and services can
directly help in attracting a greater number of customers which eventually helps in increasing
its demand among customers. Adopting effective strategy can directly help Summit Foods
Limited to attract a greater number of customers.

 It is also highly recommended that Summit Food need to Focus upon quality and customer
service more than availability and cheap pricing of products and services can also help in
enhancement of customer service and brand loyalty. Today most of the customer pay more
attention to customer service which is being provided to them and overall quality of product
that they receive and service which is being provided to them both before and after
purchasing products and services.

REFERENCES
Books and journals
Abadi, R.R., Nursyamsi, I. and Syamsuddin, A.R., 2020. Effect of Customer Value and
Experiential Marketing to Customer Loyalty with Customer Satisfaction as
Intervening Variable (Case Study on Gojek Makassar Consumers). The Asian Journal
of Technology Management, 13(1), pp.82-97.
ABOUT US., 2021. [Online]. Available through <https://www.summitfoods.co.uk/about-
us.html>
Afthanorhan, A., and et.al., 2019. Assessing the effects of service quality on customer
satisfaction. Management Science Letters. 9(1). pp.13-24.
Al-Ababneh, M., 2020. Linking ontology, epistemology and research methodology. Science &
Philosophy. 8(1). pp.75-91.
Alharahsheh, H.H. and Pius, A., 2020. A review of key paradigms: Positivism VS
interpretivism. Global Academic Journal of Humanities and Social Sciences. 2(3).
pp.39-43.
Ali, M, and et.al., 2019. Factors influencing tourist’s satisfaction, loyalty and word of mouth in
selection of local foods in Pakistan. British Food Journal.
Allan, G., 2020. Qualitative research. In Handbook for research students in the social
sciences (pp. 177-189). Routledge.
Almohaimmeed, B.M., 2020. The impacts of brand experiences on customer satisfaction and
electronic word of mouth. Verslas: teorija ir praktika, 21(2), pp.695-703.
Al-Omari, Z., Alomari, K. and Aljawarneh, N., 2020. The role of empowerment in improving
internal process, customer satisfaction, learning and growth. Management Science
Letters. 10(4). pp.841-848.
Al-Omari, Z., Alomari, K. and Aljawarneh, N., 2020. The role of empowerment in improving
internal process, customer satisfaction, learning and growth. Management Science
Letters. 10(4). pp.841-848.
Ashraf, S., Ilyas, R., Imtiaz, M. and Ahmad, S., 2018. 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. International Journal of
Academic Research in Business and Social Sciences, 8(2), pp.452-474.
Avgeli, V., Smarianakis, D. and Sotiriades, M., 2020. Correlating Customer Satisfaction and
Customer Loyalty: The Case of International Tourists in Cretan Resort Hotels. Journal
of Tourism and Hospitality Management, 8(2), pp.43-59.
Azungah, T., 2018. Qualitative research: deductive and inductive approaches to data
analysis. Qualitative Research Journal.
BERLIANSYAH, R.A. and SUROSO, A., 2018. The Influence of Food & Beverage Quality,
Service Quality, Place, and Perceived Price to Customer Satisfaction and Repurchase
Intention. Journal of Research in Management, 1(1).
Bhardwaj, P., 2019. Types of sampling in research. Journal of the Practice of Cardiovascular
Sciences. 5(3). p.157.
1

Bihamta, and et.al., 2017. Dual pillars of hotel restaurant food quality satisfaction and brand
loyalty. British Food Journal.
Bihamta, H, and et.al., 2017. Dual pillars of hotel restaurant food quality satisfaction and brand
loyalty. British Food Journal.
Boyacι-Gündüz, and et.al., 2021. Transformation of the Food Sector: Security and Resilience
during the COVID-19 Pandemic. Foods. 10(3). p.497.
Budur, T. and Poturak, M., 2021. Employee performance and customer loyalty: Mediation effect
of customer satisfaction. Middle East Journal of Management. 8(5). pp.453-474.
Cammaerts, M.C., 2020. Invertebrates should be given ethical consideration. Animal
Sentience. 5(29). p.6.
Carranza, R., Díaz, E. and Martín-Consuegra, D., 2018. The influence of quality on satisfaction
and customer loyalty with an importance-performance map analysis: Exploring the
mediating role of trust. Journal of Hospitality and Tourism Technology.
Castleberry, A. and Nolen, A., 2018. Thematic analysis of qualitative research data: is it as easy
as it sounds?. Currents in pharmacy teaching and learning. 10(6). pp.807-815.
Cha, S.S. and Seo, B.K., 2020. The effect of food delivery application on Customer Loyalty in
Restaurant. The Journal of Distribution Science. 18(4). pp.5-12.
Cheng, B.L, and et.al., 2019. Service recovery, customer satisfaction and customer loyalty:
Evidence from Malaysia’s hotel industry. International Journal of Quality and Service
Sciences.
Chib, S.S. and Kumar, M., 2021. Corelation as well as connexion between Service Quality and
Customer Satisfaction. Gorteria journal. 34.
Danaee Fard, H., 2020. Inductive approach to building theory: Grounded theory
strategy. Commercial Strategies. 3(1). pp.57-70.
Das, D., Chawla, U. and Ray, S., 2017. Factors affecting customer satisfaction and service
quality in the boutique hotel industry of Kolkata, West Bengal. International Journal
of Management (IJM), 8(6).
Dastane, O. and Fazlin, I., 2017. Re-investigating key factors of customer satisfaction affecting
customer retention for fast food industry. International Journal of Management,
Accounting and Economics. 4(4). pp.379-400.
Dimyati, M., 2018. The role of customer satisfaction in mediating marketing communication
effect on customer loyalty.
Diputra, A.W. and Yasa, N.N.K., 2021. The Influence Of Product Quality, Brand Image, Brand
Trust On Customer Satisfaction And Loyalty. American International Journal of
Business Management(AIJBM), 4(1), pp.25-34.
El-Adly, M.I., 2019. Modelling the relationship between hotel perceived value, customer
satisfaction, and customer loyalty. Journal of Retailing and Consumer Services. 50.
pp.322-332.
Elsäßer, M. and Wirtz, B.W., 2017. Rational and emotional factors of customer satisfaction and
brand loyalty in a business-to-business setting. Journal of Business & Industrial
Marketing.
Erdiansyah, D. and Imaningsih, E.S., 2021. Analysis of Effects of Product Quality, Promotion
and Received Value Towards Customer Loyalty through Customer Satisfaction Grab
Food. Journal of Business and Management Studies, 3(2), pp.01-11.
2

Erjavec, H.Š., Dmitrović, T. and Povalej Bržan, P., 2016. Drivers of customer satisfaction and
loyalty in service industries. Journal of Business Economics and Management, 17(5),
pp.810-823.
Fauzi, R.U.A., 2019. The Role Of Free Wireless Fidelity (Wi-Fi) Service, Food Quality, And
Servicescape Toward Customer Satisfaction. Asian journal of social science
research, 2(2).
Fernandes, T. and Moreira, M., 2019. Consumer brand engagement, satisfaction and brand
loyalty: a comparative study between functional and emotional brand
relationships. Journal of Product & Brand Management.
Foroudi, P., Palazzo, M. and Sultana, A., 2021. Linking brand attitude to word-of-mouth and
revisit intentions in the restaurant sector. British Food Journal.
Ganiyu, R.A., 2017. Customer satisfaction and loyalty: A study of interrelationships and effects
in Nigerian domestic airline industry. Oradea journal of business and economics, 2(1),
pp.7-20.
Garg, A. and Kumar, J., 2017. Exploring customer satisfaction with university cafeteria food
services. An empirical study of Temptation Restaurant at Taylor’s University,
Malaysia. European Journal of Tourism, Hospitality and Recreation, 8(2), pp.96-106.
Goertzen, M.J., 2017. Introduction to quantitative research and data. Library Technology
Reports. 53(4). pp.12-18.
Gopi, B. and Samat, N., 2020. The influence of food trucks' service quality on customer
satisfaction and its impact toward customer loyalty. British Food Journal.
Handayani, P.W. and Munajat, Q., 2018, October. Customer Loyalty in Go-Food: The
Antecedent of Satisfaction. In 2018 International Conference on Advanced Computer
Science and Information Systems (ICACSIS) (pp. 283-387). IEEE.
Hayashi Jr, P., Abib, G. and Hoppen, N., 2019. Validity in qualitative research: A processual
approach. The Qualitative Report. 24(1). pp.98-112.
Hayati, S, and et.al., 2020. Customer satisfaction as a mediation between micro banking image,
customer relationship and customer loyalty. Management Science Letters, 10(11),
pp.2561-2570.
Huang, P.L., Lee, B.C. and Chen, C.C., 2019. The influence of service quality on customer
satisfaction and loyalty in B2B technology service industry. Total Quality
Management & Business Excellence, 30(13-14), pp.1449-1465.
Hussein, A.S., 2018. Effects of brand experience on brand loyalty in Indonesian casual dining
restaurant: Roles of customer satisfaction and brand of origin. Tourism and hospitality
management. 24(1). pp.119-132.
Hussein, A.S., 2018. Effects of brand experience on brand loyalty in Indonesian casual dining
restaurant: Roles of customer satisfaction and brand of origin. Tourism and hospitality
management, 24(1), pp.119-132.
Joudeh, J.M. and Dandis, A., 2018. Service quality, customer satisfaction and loyalty in an
internet service providers. International Journal of Business and Management, 13(8),
pp.108-120.
Kataria, S. and Saini, V., 2019. The mediating impact of customer satisfaction in relation of
brand equity and brand loyalty: An empirical synthesis and re-examination. South
Asian Journal of Business Studies.
3

Keshavarz, Y. and Jamshidi, D., 2018. Service quality evaluation and the mediating role of
perceived value and customer satisfaction in customer loyalty. International Journal of
Tourism Cities.
Khoironi, T.A., Syah, H. and Dongoran, P., 2018. Product quality, brand image and pricing to
improve satisfaction impact on customer loyalty. International Review of Management
and Marketing. 8(3). p.51.
Kim, S.H., Kim, M. and Holland, S., 2018. How customer personality traits influence brand
loyalty in the coffee shop industry: The moderating role of business
types. International journal of hospitality & tourism administration, 19(3), pp.311-
335.
Kurdi, B., Alshurideh, M. and Alnaser, A., 2020. The impact of employee satisfaction on
customer satisfaction: Theoretical and empirical underpinning. Management Science
Letters. 10(15). pp.3561-3570.
Kurdi, B., Alshurideh, M. and Alnaser, A., 2020. The impact of employee satisfaction on
customer satisfaction: Theoretical and empirical underpinning. Management Science
Letters. 10(15). pp.3561-3570.
Kurdi, B., Alshurideh, M. and Alnaser, A., 2020. The impact of employee satisfaction on
customer satisfaction: Theoretical and empirical underpinning. Management Science
Letters. 10(15). pp.3561-3570.
Kurdi, B., Alshurideh, M. and Alnaser, A., 2020. The impact of employee satisfaction on
customer satisfaction: Theoretical and empirical underpinning. Management Science
Letters. 10(15). pp.3561-3570.
Kurniawan, N.B., 2018, October. A systematic literature review on survey data collection
system. In 2018 International Conference on Information Technology Systems and
Innovation (ICITSI) (pp. 177-181). IEEE.
Leninkumar, V., 2017. The relationship between customer satisfaction and customer trust on
customer loyalty. International Journal of Academic Research in Business and Social
Sciences. 7(4). pp.450-465.
Leninkumar, V., 2017. The relationship between customer satisfaction and customer trust on
customer loyalty. International Journal of Academic Research in Business and Social
Sciences. 7(4). pp.450-465.
Leninkumar, V., 2017. The relationship between customer satisfaction and customer trust on
customer loyalty. International Journal of Academic Research in Business and Social
Sciences. 7(4). pp.450-465.
Lerro, and et.al., 2019. Cause related marketing among millennial consumers: The role of trust
and loyalty in the food industry. Sustainability. 11(2). p.535.
Liu, W.K., Lee, Y.S. and Hung, L.M., 2017. The interrelationships among service quality,
customer satisfaction, and customer loyalty: Examination of the fast-food
industry. Journal of Foodservice Business Research. 20(2). pp.146-162.
Lu, C.Y., Suhartanto, D., Gunawan, A.I. and Chen, B.T., 2020. Customer satisfaction toward
online purchasing services: evidence from small & medium restaurants. International
Journal of Applied Business Research, 2(01), pp.1-14.
Majerova, and et.al., 2020. Sustainable brand management of alimentary
goods. Sustainability. 12(2). p.556.
4

Malhan, S. and Anjum, B., 2017. Impact of Customer Satisfaction and Brand trust on Brand
Loyalty: A study of mobile phone Industry. International Journal in Management &
Social Science, 5(7), pp.163-174.
Martins, F. S., and et.al., 2018. Secondary data in research–uses and opportunities. PODIUM
sport, leisure and tourism review. 7(3).
Martins, F.S., da Cunha, J.A.C. and Serra, F.A.R., 2018. Secondary data in research–uses and
opportunities. PODIUM sport, leisure and tourism review. 7(3).
Mehta, A.M. and Tariq, M., 2020. How brand image and perceived service quality affect
customer loyalty through customer satisfaction. Academy of Marketing Studies
Journal, 24(1), pp.1-10.
Mohammed, G.O., Hasaballah, A.H.A., Almohaimmeed, B.M. and Al-Tit, A., 2017. The impact
of product performance on brand loyalty mediated by customer satisfaction: Study in
Sudanese service industry. International Journal of Advanced and Applied
Sciences, 4(1), pp.116-122.
Nayan, N. and Hasan, M., 2020. Customer satisfaction evaluation for online food service
delivery system in Malaysia. Journal of Information System and Technology
Management, 5, pp.123-136.
Nguyen, and et.al., 2018. Understanding customer satisfaction in the UK quick service restaurant
industry: The influence of the tangible attributes of perceived service quality. British
Food Journal.
Nikou, S. and Khiabani, M.M., 2020. Service quality, mediation effect of customer satisfaction,
customer loyalty, and moderating role of interpersonal relationship: Case of four-star
hotels in Kuala Lumpur, Malaysia. Asian Journal of Economics, Business and
Accounting, pp.1-18.
Nobar, H.B.K. and Rostamzadeh, R., 2018. The impact of customer satisfaction, customer
experience and customer loyalty on brand power: empirical evidence from hotel
industry. Journal of Business Economics and Management, 19(2), pp.417-430.
Ong, K.S., Nguyen, B. and Alwi, S.F.S., 2017. Consumer-based virtual brand personality
(CBVBP), customer satisfaction and brand loyalty in the online banking
industry. International journal of bank marketing.
Online references
Palit, H.C, and et.al., 2016. The effect of service quality and customer satisfaction on customer
loyalty of small scale Indonesian food enterprises in Surabaya. In 4th International
Conference on Disciplines in Humanities and Social Sciences (pp. 32-37).
Pei, X.L., Guo, J.N., Wu, T.J., Zhou, W.X. and Yeh, S.P., 2020. Does the effect of customer
experience on customer satisfaction create a sustainable competitive advantage? A
comparative study of different shopping situations. Sustainability, 12(18), p.7436.
Popp, B. and Woratschek, H., 2017. Consumer–brand identification revisited: An integrative
framework of brand identification, customer satisfaction, and price image and their
role for brand loyalty and word of mouth. Journal of Brand Management, 24(3),
pp.250-270.
Raduzzi, A. and Massey, J.E., 2019. Customers satisfaction and brand loyalty at McDonalds
Maroc. African Journal of Marketing Management, 11(3), pp.21-34.
Rather, R.A., Tehseen, S., Itoo, M.H. and Parrey, S.H., 2019. Customer brand identification,
affective commitment, customer satisfaction, and brand trust as antecedents of
5

customer behavioral intention of loyalty: An empirical study in the hospitality
sector. Journal of Global Scholars of Marketing Science, 29(2), pp.196-217.
Rita, P., Oliveira, T. and Farisa, A., 2019. The impact of e-service quality and customer
satisfaction on customer behavior in online shopping. Heliyon. 5(10). p.e02690.
Rita, P., Oliveira, T. and Farisa, A., 2019. The impact of e-service quality and customer
satisfaction on customer behavior in online shopping. Heliyon. 5(10). p.e02690.
Saneva, D. and Chortoseva, S., 2020. Service quality, customer satisfaction and customer
loyalty: testing a structural equation model. Calitatea, 21(179), pp.124-128.
Saputra, D., Indarini, I. and Margaretha, S., 2020. The Effect of Consumer-Based Brand Equity
on Customer Satisfaction and Brand Loyalty in the Coffee Bean & Tea Leaf or Maxx
Coffee.
Shams, G., Rehman, M.A., Samad, S. and Rather, R.A., 2020. The impact of the magnitude of
service failure and complaint handling on satisfaction and brand credibility in the
banking industry. Journal of Financial Services Marketing, 25(1), pp.25-34.
Sitorus, T. and Yustisia, M., 2018. THE INFLUENCE OF SERVICE QUALITY AND
CUSTOMER TRUST TOWARD CUSTOMER LOYALTY: THE ROLE OF
CUSTOMER SATISFACTION. International Journal for Quality Research, 12(3).
Slack, N.J. and Singh, G., 2020. The effect of service quality on customer satisfaction and
loyalty and the mediating role of customer satisfaction: Supermarkets in Fiji. The TQM
Journal.
Smith, T. and Smith, S., 2018. Reliability and Validity of the Research Methods Skills
Assessment. International Journal of Teaching and Learning in Higher
Education. 30(1). pp.80-90.
Stathopoulou, A. and Balabanis, G., 2016. The effects of loyalty programs on customer
satisfaction, trust, and loyalty toward high-and low-end fashion retailers. Journal of
Business Research, 69(12), pp.5801-5808.
Strenitzerová, M. and Gaňa, J., 2018. Customer satisfaction and loyalty as a part of customer-
based corporate sustainability in the sector of mobile communications
services. Sustainability, 10(5), p.1657.
Suchánek, P. and Králová, M., 2016. Customer satisfaction and underperformance in the food
industry. In 3rd International Multidisciplinary Scientific Conference on Social
Sciences and Arts SGEM 2016 (pp. 829-838).
Suchánek, P. and Králová, M., 2018. Customer satisfaction and different evaluation of it by
companies. Economic research-Ekonomska istraživanja. 31(1). pp.1330-1350.
Suchánek, P. and Králová, M., 2019. Customer satisfaction, loyalty, knowledge and
competitiveness in the food industry. Economic research-Ekonomska
istraživanja. 32(1). pp.1237-1255.
Suchánek, P., Richter, J. and Králová, M., 2017. Customer satisfaction with quality of products
of food business. Prague Economic Papers. 2017(1). pp.19-35.
Sudari, and et.al., 2019. Measuring the critical effect of marketing mix on customer loyalty
through customer satisfaction in food and beverage products. Management Science
Letters. 9(9). pp.1385-1396.
Sudari, S, and et.al., 2019. Measuring the critical effect of marketing mix on customer loyalty
through customer satisfaction in food and beverage products. Management Science
Letters, 9(9), pp.1385-1396.
6

Sunaryo, I., 2019. Effects of food quality, service quality, price, environment, and location
towards customer loyalty of Indonesia’s local fast food industry. J@ ti Undip: Jurnal
Teknik Industri, 14(3), pp.119-128.
Susanti, and et.al., 2020. The Rational Factors of Perceived Quality and Perceived Value as the
Drivers of Customer Satisfaction and Brand Loyalty. BISNIS & BIROKRASI: Jurnal
Ilmu Administrasi dan Organisasi. 26(3). p.4.
Susanti, V., Sumarwan, U., Simanjuntak, M. and Yusuf, E., 2020. How to anticipate and manage
customer satisfaction and brand loyalty by investigating emotional aspects in the B2B
setting. Management Science Letters, 10(14), pp.3271-3278.
Taqi, I. and Muhammad, G., 2020. Brand loyalty and the mediating roles of brand image and
customer satisfaction. Market Forces, 15(1).
TRAN, V.D., VO, T.N.L. and DINH, T.Q., 2020. The relationship between brand authenticity,
brand equity and customer satisfaction. The Journal of Asian Finance, Economics, and
Business, 7(4), pp.213-221.
Tripathi, G., 2017. Customer satisfaction and word of mouth intentions: testing the mediating
effect of customer loyalty. Journal of Services Research, 17(2), pp.1-16.
Vasić, N., Kilibarda, M. and Kaurin, T., 2019. The influence of online shopping determinants on
customer satisfaction in the Serbian market. Journal of theoretical and applied
electronic commerce research. 14(2). pp.70-89
What is a literature review?., 2021. [Online]. Available through
<https://www.rlf.org.uk/resources/what-is-a-literature-review/?cn-reloaded=1>
Wisker, Z.L., Kadirov, D. and Nizar, J., 2020. Marketing a destination brand image to muslim
tourists: Does accessibility to cultural needs matter in developing brand
loyalty?. Journal of Hospitality & Tourism Research, p.1096348020963663.
Yang, C.Y. and Yang, C.H., 2019. The impact of sustainable environmental management in the
food and beverage industry on customer loyalty: A view of brand
attitude. Ekoloji. 28(107). pp.965-972.
Yang, K.F., Yang, H.W., Chang, W.Y. and Chien, H.K., 2017, December. The effect of service
quality among customer satisfaction, brand loyalty and brand image. In 2017 IEEE
international conference on industrial engineering and engineering management
(IEEM) (pp. 2286-2290). IEEE.
Yussoff, N.M. and Nayan, S.M., 2020. Review on customer satisfaction. Journal of
Undergraduate Social Science and Technology. 2(2).
7