Impact of Customer Satisfaction on Brand Loyalty

Impact of Customer Satisfaction on Brand Loyalty
Introduction
LITERATURE REVIEW
REFERENCES
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Online:
Shaw Ali., 2018. Brand Loyalty Defination. [Online], Available Through:
<https://www.marketingtutor.net/what-is-brand-loyalty/ />
Kendrick. Scott., 2015. Ways to Improve Customer Satisfaction. [Online], Available Through:
<https://callminer.com/blog/15-surefire-ways-to-improve-customer-satisfaction/>
RESEARCH METHODOLOGY
Background of Research
Customer satisfaction is referred as the measure of way goods and services offered
by an organisation mitigate or surpass the expectations of customers. For every
organisation, it is very necessary to satisfy its customer as this will lead it to high
growth and success (Coelho, Rita and Santos, 2018). This research is based on Aston
Martin which is a leading sport car manufacturer of Britain that offers luxury cars to
its customers. For this company, customer satisfaction is very crucial in order to gain
long-term success in the market. This report aims to analyse the impact of customer
satisfaction on brand loyalty.
Significance of Research
By conducting research on the topic "to analyze the impact of customer satisfaction
on brand loyalty. A case study on Aston Martin.", Researcher will be able to
understand the concept of customer satisfaction and its importance to business. Apart
from this, through this research, investigator will be able to know different ways to
improve customer satisfaction (Bıçakcıoğlu, İpek and Bayraktaroğlu, 2018).
Research Aim
This research aims “To examine the influence of customer satisfaction on brand
loyalty. A case study on Aston Martin, United Kingdom”.
Objectives of Research
The objective of this study are as follows:
• To understand the concept of brand loyalty.
• To identify the importance of customer satisfaction in business.
• To identify different ways by which customer satisfaction can be improved.
• To analyse the influence of customer satisfaction on the brand loyalty of
organisation.
Research Questions
The main questions of this study are mentioned below:
• How brand loyalty is significant for company?
• What is the significance of customer satisfaction in business?
• How customer satisfaction can be improved by a company?
• What is the impact of satisfaction of customer’s on brand loyalty of organisation?
Rationale of Research
The research on impact of customer satisfaction on brand loyalty will help
investigator in gaining deep insights over the study area and gaining knowledge of
varies segments. This will further help the scholars in carrying out further research
over the topic (van der Westhuizen, 2018).
Title of Research: “To examine the influence of customer satisfaction on brand
loyalty. A case study on Aston Martin.”
Research methodology is a specific technique and process used by marketers for investigators to select appropriate
processes and analyse the information about a prospective topic in in the best efficient manner. Making use of
research methodology and its elements in enables the researcher to critically evaluate data for study in order to gain
reliable and valid results. Research methodology basically act as a path or direction for the researcher through
which they need to and they should conduct a particular study or research. By the help of research methodology,
the investigator uses both qualitative and quantitative data methods to collect and evaluate the information for
providing bestest outcomes (Mason, 2019). With the help of research onion different research methodology
elements are elaborated below which are used by the researcher.
Research philosophy refers to the set of believes and assumptions that actually developed by the investigator
while performing the research study direct and in more systematic manner. Research philosophies are mainly of
two types, i.e., positivism and interpretivism. For this study positivism research philosophy is used and considered
by the researcher as it supports the research and enables the researcher to extract the final outcome of the study as
per the overall collected information on the respective topic.
Research approach refers to the methods used by researcher’s to analyse the information gathered. analysing and
evaluating the collected data and information plays a very significant role in rendering the best possible and
positive outcome through the study (Coffman and et. al., 2019). Basically research approaches are of two types
inductive and deductive. This research study inductive approach is adopted as it is integrated with qualitative
method and support in evaluating the data effectively for bringing appropriate outcome.
Research strategy is defined as a step-by-step plan of action that gives directions and guides the investigator to
make their efforts in the particular direction. For this research study investigator’s has adopted survey strategy as it
will enable researchers to collect appropriate data in relevance to the respective topic. Survey is a primary source of
Data collection enabling the researchers to collect appropriate data (Kneale, 2019).
Data collection method: It involves the methods that help in gathering data on the research topic so that a valid
conclusion of research can be drawn. There are two ways through which a researcher can gather data. This
including primary and secondary research methods. Primary data will be gathered through using survey strategy in
which questionnaires are prepared to be filled by the respondents (Halperin and Heath, 2020). Books, journals,
newspapers, previously published reports etc. will be used in research to gather secondary data. Both the methods
of data collection will be used in this research so that adequate amount of data can be collected into the research
and valid conclusion will be drawn by researchers.
Research design: There are two types of research designs, that are qualitative and quantitative. In qualitative
research design, non-numerical data will be gathered by researcher. On the other hand, in quantitative research
design, numerical data will be gathered by using statistics and facts. In context of this research, researchers will use
qualitative research design where non-numerical data will be collected on the topic and valid conclusions will be
drawn (Hart, 2018).
Concept of brand loyalty
According to Shaw. Ali., 2018, brand loyalty is the propensity of customers to continuously purchase and stick to one brand and their
products over another. Brand loyalty is a characteristic which is shown by consumers for particular brand which day like and prefers over
other brand. Consumer behaviour patterns demonstrate that consumers are willing to buy products of a brand and continuously make
purchase from the same company that fosters a trusting relationship (Giovanis and Athanasopoulou, 2018). Having a loyal customer base
in hands and help the business to push past competitors and attain a competitive advantage in the marketplace. It enhances the success
and growth opportunities for the business making the organisation and its products stronger in the marketplace among other similar
offering brand. Having a loyal customer base and their loyalty towards the brand is very important and it is essential for business to
change according to the trends in order to maintain their brand loyalty. if business doesn't change with the change in market condition is
and business trends their brand loyalty will evaporate as the products are old and does not fulfil the needs and desires of the people
(Birch-Jensen and et. al., 2018).
Significance of customer satisfaction in business
According to Copley. Lisa., 2017, customer satisfaction is the main motive of every business organisation in order to sustain in the
industry and make profits. There are several factors and elements which contributes towards the success of the business and customer
satisfaction is the most important one (Cheng and et. al., 2019). A happy and satisfied customers are always loyal to the brand and always
prefer and choose the respective brand over others. Therefore it is very important for organisations to keep their customers satisfied and
happy. More over another important factor in relation to customer satisfaction is it enables the organisation to stand out of their
competition and always be one step ahead of them. Satisfied customers and buyers English show interest in the business and continuously
purchase products from the same brand this brand loyalty of consumers becomes a competitive advantage for the business and enables it
to expand and grow which success. Satisfied customer and great customer experience enhance the brands goodwill and helps it to move
in new potential business segments and markets (Gonzalez, 2019).
Different ways to improve customer satisfaction
According to Kendrick. Scott., 2015, high level of customer satisfaction is the goal of every organisation and brand. High customer
satisfaction is basically a key to the success for the business and it is very important for company to maintain and improve their customer
satisfaction. There are various different ways by which organisation can enhance and improve their customer satisfaction levels and one
of the most important is effective service before and after sales (Graban and Swartz, 2018). In order to satisfy all the needs of the
customers and make them loyal towards the brand is the responsibility of business to render best the products and services to customers
before and after sales. The after sale services offered and rendered by business decides the future buying behaviour of consumers.
Business can make use of different feedback tools and techniques to gain knowledge about the satisfaction of customers in order to make
them that they are very important for the organisation and customer satisfaction is the main motives of the business. Receiving feedbacks
and keeping in touch with the customers enables the entity to develop healthy relationship with their buyers making them potential buyers
of the business in present and for the future as well (Hussein, 2018).
Impact of customer satisfaction on brand loyalty of organisation
According to Ghafoor A., 2014, brand loyalty have addressed as the marketing goal for many companies and it is the result of customer
satisfaction. Keeping the customers satisfied and happy with the products and services offered by the business is one step ahead towards
the success and growth of the brand (Rather, 2018). Having satisfied customers impacts the Goodwill of the business and directly
enhances brand loyalty. The business make use of different marketing tools to attract new customers and retain existing buyers with the
brand it reduces the cost of organisation and enhances the profit level as existing customers make regular purchases from the same brand
choosing it over other competitive business brands (Prentice, Wang and Lin, 2018).
RESEARCH LIMITATIONS
There are some limitations of research which may be encountered by the investigator. These include chances of biasness while selecting
samples from entire population. Apart from this, lack of time and financial resources are also the limitation that researcher might face
while conducting research (Cheng, Wu and Chen, 2018).