Brand Loyalty and Customer Relationship Management

This dissertation aims to investigate the influence of brand name, quality, price, and customer relationship management on brand loyalty. It explores the challenges and benefits of brand loyalty and examines the role of customer relationship management in retaining customers. The research also analyzes the factors influencing customer relationship management and the impact of branding on customer behavior. The study is conducted in the context of the automobile industry in the UK.

Running head: DISSERTATION
Brand Loyalty and Customer Relationship Management
Name of the Student:
Name of the University:
Author’s Note:

1DISSERTATION
Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study.
I am indebted to my supervisor ……………………. whose guidance, advice and patience
have been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local
Education Authorities, for the time and help given throughout. Without their participation,
this research would not have been possible. In this context, I am also thankful to them, whose
research work helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or
completed! Your encouragement and support have never faltered; thank you.

2DISSERTATION
Abstract
The aim of the research is to investigate whether the name of the brand, quality of the
vehicle, price and customer relationship management that includes brand promotion and
service quality have an influence on the brand loyalty of the customers. One of the major
challenges that are identified in respect to brand loyalty is getting the customers on board
because the customers might not perceive the brand in the same way the brand perceives
them. Another problem that emerges when it comes to brand loyalty among the customers is
establishing and building trust. Even the smallest mistake leads to the development of
negative feeling and experience that acts as stimuli for a major setback. Hence, when the
relationship with the customers is ineffective and interrupted, the loyalty of the customers
towards the brand is also compromised largely leaving negative impact.
From the data analysis, it can be seen that brands can achieve and develop loyalty towards
them if the customer relationship management is highly effective. The different factors
affecting brand loyalty considered for this study are brand name, brand promotion, service
quality and after sales service are found to be positively as well as strongly associated with
each other. Hence, it can be inferred that customer relationship management is strongly
correlated with brand loyalty. From the values obtained from the regression analysis, it can be
seen that the p-value obtained is .000 that is less than 0.05. Based on the values, it can be
inferred that the null hypotheses are rejected and the alternate hypotheses are accepted.
Hence, effective customer relationship management facilitates brand loyalty and similar is the
case of automobile industry of UK.

3DISSERTATION
Table of Contents
Chapter 1: Introduction..............................................................................................................9
1.0 Overview.....................................................................................................................9
1.1 Problem statement............................................................................................................9
1.2 Research aim..................................................................................................................10
1.3 Research objectives........................................................................................................10
1.4 Research questions.........................................................................................................10
1.5 Research rationale..........................................................................................................11
1.6 Structure of the dissertation...........................................................................................12
1.7 Summary........................................................................................................................13
Chapter 2: Literature review....................................................................................................15
2.0 Overview........................................................................................................................15
2.1 Concept of brand loyalty................................................................................................15
2.2 Factors affecting brand loyalty.......................................................................................16
2.2.1 Brand name.............................................................................................................16
2.2.2 Brand promotion.....................................................................................................19
2.2.3 Service quality.........................................................................................................21
2.2.4 After sales service...................................................................................................22
2.3 Benefits of brand loyalty................................................................................................23
2.4 Challenges of brand loyalty.......................................................................................26

4DISSERTATION
2.5 Methods of overcoming brand loyalty challenges.........................................................28
2.6 Customer relationship management...............................................................................29
2.7 Factors affecting customer relationship management....................................................30
2.7.1 Interdependence......................................................................................................30
2.7.2 Communication.......................................................................................................30
2.7.3 Conflict resolution...................................................................................................31
2.7.4 Competence and friendliness..................................................................................31
2.8 Role of customer relationship management in retaining customers..............................32
2.9 Investigate the impact of branding in influencing customers........................................32
2.10 Conceptual framework.................................................................................................33
2.11 Summary......................................................................................................................33
Chapter 3: Research Methodology...........................................................................................34
3.0 Overview........................................................................................................................34
3.1 Research Outline............................................................................................................34
3.2 Research Philosophy......................................................................................................35
3.2.1 Justification of selecting positivism philosophy.....................................................36
3.3 Research Approach........................................................................................................36
3.3.1 Justification of selecting deductive approach.........................................................37
3.4 Research Design.............................................................................................................38
3.4.1 Justification of selecting descriptive design............................................................38
3.5 Research Strategy...........................................................................................................39

5DISSERTATION
3.5.1 Justification for selecting survey research strategy.................................................39
3.6 Sampling Technique and Sampling Size........................................................................40
3.6.1 Justification for selecting systematic sampling technique......................................40
3.7 Data Collection Technique.............................................................................................40
3.7.1 Justification for selecting primary data collection technique..................................41
3.8 Data Analysis Technique...............................................................................................41
3.8.1 Justification for selecting quantitative data analysis technique..............................41
3.9 Ethical Considerations...................................................................................................42
3.10 Summary......................................................................................................................42
Chapter 4: Data analysis...........................................................................................................43
4.0 Overview........................................................................................................................43
4.1 Survey procedure...........................................................................................................43
4.2 Descriptive analysis.......................................................................................................44
4.4 Correlation analysis........................................................................................................47
4.5 Regression analysis........................................................................................................49
4.7 Summary........................................................................................................................53
Chapter 5: Discussions.............................................................................................................54
5.0 Overview........................................................................................................................54
5.1 Interpretations................................................................................................................54
5.2 Summary........................................................................................................................57
Chapter 6: Conclusion and recommendations..........................................................................58

6DISSERTATION
6.0 Objective findings..........................................................................................................58
6.1 Significance of the study................................................................................................59
6.3 Recommendations for future research...........................................................................60
References................................................................................................................................61
Appendices...............................................................................................................................71
Appendix 1...........................................................................................................................71
Survey questions..............................................................................................................71
Appendix 2...........................................................................................................................75
Gender..............................................................................................................................75
Appendix 3...........................................................................................................................76
Age group.........................................................................................................................76
Appendix 4...........................................................................................................................77
Monthly income...............................................................................................................77
Appendix 5...........................................................................................................................78
Brand loyalty and customer relationship management....................................................78

7DISSERTATION
List of Figures
Figure 1: Conceptual framework.............................................................................................33
Figure 2: Gender......................................................................................................................44
Figure 3: Age group.................................................................................................................45
Figure 4: Monthly income........................................................................................................46
Figure 5: Brand loyalty and customer relationship management.............................................47

8DISSERTATION
List of Tables
Table 1: Research Outline........................................................................................................35
Table 2: Determining relationship among the factors of brand loyalty...................................48
Table 3: Brand name and customer relationship management................................................50
Table 4: Brand promotion and customer relationship management........................................51
Table 5: Service quality and customer relationship management............................................52
Table 6: After sales service and customer relationship management......................................52

9DISSERTATION
Chapter 1: Introduction
1.0 Overview
Brand loyalty and customer relationship management are two widely researched
topics is the past where the information collected has been of great use and contributed
largely for the benefits of the brands and business organizations. Past researches have
revealed that brand loyalty is necessary because it ensures competitive advantage for the
specific brands. The brands with loyal base of customers gets an upper hand from the
competitors because they are more preferred by the customers compared to other brands
(Pappu & Quester, 2016).
The building blocks of the brand loyalty are the customers and henceforth, the brands
and the business organizations need to maintain positive and trustworthy relationship with the
target customers. This can be achieved by serving the customers promptly, having an
empathetic behaviour towards them, communicating with the customers patiently and
effectively (Sasmita & Mohd Suki 2015). Taking care of the customers make them feel
valued and significant thereby, developing trust gradually and leading to brand loyalty
ultimately. Hence, it can be inferred that customer relationship management plays a
significant role in developing brand loyalty.
1.1 Problem statement
Brand loyalty and customer relationship management come with own set of
challenges and issues irrespective of the significance it offers for the brands. One of the major
challenges that are identified in respect to brand loyalty is getting the customers on board.
Getting the customers on board is a challenge because the customers might not perceive the
brand in the same way the brand perceives them. Hence, this disparity in perception makes it

10DISSERTATION
challenging for the brand to develop loyalty within the target audiences that comes with loss
of competitive advantage and loss of customers (Nyadzayo & Khajehzadeh, 2016).
Another problem that emerges when it comes to brand loyalty among the customers is
establishing and building trust. Even the smallest mistake leads to the development of
negative feeling and experience that acts as stimuli for a major setback. The customers do not
trust the brand readily in the future and the effort of the brands and the employees fails to
make an impact easily. Not only brand loyalty, even maintaining an effective relationship
with the customers is also challenging because focusing on the individual needs and demands
of the customers while serving them becomes difficult (Wali, Wright & Uduma, 2015).
Hence, when the relationship with the customers is ineffective and interrupted, the
loyalty of the customers towards the brand is also compromised largely leaving negative
impact. With the intense competition in the automobile industry in the UK, compromised
brand loyalty and relationship with the customers give rise to severe negative outcomes.
1.2 Research aim
The aim of the research is to investigate whether the name of the brand, quality of the
vehicle, price and customer relationship management that includes brand promotion and
service quality have an influence on the brand loyalty of the customers.
1.3 Research objectives
The objectives of the research are:
 To analyze the factors that influences customer relationship management in retaining
the customer
 To analyze how the branding has influenced the customers
 To examine if people consider branding as prestige
 To examine if branding can capture more loyal customers

11DISSERTATION
1.4 Research questions
The questions of the research are:
 What are the factors influencing relationship management in retaining the customer?
 What are the techniques of influencing customers using branding?
 What is the mindset of the people about considering branding as prestige?
 What is the role played by branding in capturing more loyal customers?
1.5 Research rationale
Undertaking this research is significant because both brand loyalty and customer
relationship management plays a significant role when it comes to the success of a brand. As
known, customers are the key external stakeholders that brands rely on for increased sales,
business exposure and revenue maximization. Having a loyalty customer base ensures
competitive advantage for the brand. Hence, conducting this study will help in investigating
and critically analyzing the different factors that influences customer relationship
management (Sheth, 2017). Hence, the effectiveness of brand loyalty can be compared and
contrasted in the presence and absence of effective customer relationship management. As a
result, it can be understood whether customers can be retained if effective customer
relationship management is present or absent (Zheng et al., 2015).
Progressing with the research is also significant because the research will shed light
on the effectiveness of branding in influencing customers. This will help in determining the
significant role played by branding in attracting customers that is beneficial in the long run.
Hence, it can be understood whether effective branding and brand loyalty can grab the eye of
more customers with improved loyalty towards the brand. The perception of the customers on
whether branding is a prestige or just a phenomenon for increasing sales can be determined.

12DISSERTATION
Hence, the research will assess the relationship between brand loyalty and customer
relationship management in terms of the aforementioned aspects (Safari & Safahani, 2015).
1.6 Structure of the dissertation
The dissertation is categorized into six major chapters. Each of the chapters has to be
developed chronologically so that the flow is maintained appropriately and the aim and
objectives of the research is achieved finally. The six chapters that comprises the dissertation
includes introduction, literature review, research methodology, data analysis, discussion,
conclusion and recommendations.
Chapter 1: Introduction
The first chapter is of utmost significance in a dissertation because it sheds light on
the background of the research topic and provides an overview. The background information
helps in identifying the problem that is investigated in the consecutive chapters. Based on this
information, the aim and objectives of the dissertation is formulated that is investigated
successfully.
Chapter 2: Literature review
In the second chapter, literature review, past researches and studies about brand
loyalty and customer relationship management are considered and information relevant to the
current research topic are taken. Additionally, the opinions and perspectives of different
authors are compared and contrasted that enriches the data quality of the current research.
Chapter 3: Research methodology
This chapter highlights information about the existing types of methodological tools
those are used while undertaking any research. The chapter contains information about
philosophy, approach, design, strategy, sampling technique, data collection and data analysis

13DISSERTATION
techniques. Apart from mentioning, selection of specific methodological tools for the current
research, brand loyalty and customer relationship management among automotive industry in
UK are rationalized. Additionally, the ethics of the research and accessibility issues are
discussed accordingly.
Chapter 4: Data analysis
The data analysis chapter analyses the data collected about brand loyalty and
customer relationship management using specific SPSS that is a statistical analysis software.
The results and outputs obtained from the statistical test are interpreted suitably.
Chapter 5: Discussions
The discussion chapter provides a detailed discussion about the data those are
obtained in respect to the hypotheses formulated in the literature review chapter and
supporting the findings with past researches in the literature review chapter as well.
Chapter 6: Conclusion
The final chapter of the dissertation summarizes the overall research by highlighting
the briefs thereby, concluding the research aim and objectives followed by making suitable
recommendations against the identified problems in the study.
1.7 Summary
Hence, in this chapter, it can be summarized that adequate and relevant information
brand loyalty and customer relationship management has been mentioned in this chapter. As
a result, it is easy to develop the aim and the relevant objectives accordingly; those are
studied in the consecutive chapters. Brand loyalty is a necessity for the brands because this
attracts the customers towards them regardless of the alternatives available in the market.
With the intense competition in the business sector, managing an effective and positive

14DISSERTATION
relationship with the customers helps in developing loyalty towards a brand. However, brand
loyalty and customer relationship management has their own set of challenges that keeps on
emerging due to continuously changing business sectors and the needs of the customers
thereby, making brand loyalty and customer relationship management a difficult thing to
ensure.

15DISSERTATION
Chapter 2: Literature review
2.0 Overview
The literature review is an integral part while developing a dissertation, as this aim
towards reviewing the past researches conducted in similar research topics. While developing
the current research reviewing past researches helps in gathering better knowledge and in-
sight about the on-going research. Additionally, in literature review, the independent and the
dependent variables are identified those are used for formulating the hypotheses of the
research that needs to be accepted or rejected while working on the research. For this
research, the main independent variable is brand loyalty and the dependent variable is
customer relationship management whose impact is analyzed is respect to the automotive
industry in the UK.
2.1 Concept of brand loyalty
Brand loyalty is different from that of customer loyalty. According to Sasmita and
Mohd Suki (2015), brand loyalty is defined as the way the consumers perceive the particular
brand. Brand loyalty has very little to do with money or price and this is what distinguishes it
from customer loyalty that is dependent on the spending power of the customers. Hence, the
way consumers perceive a brand can be developed by ensuring that the promotional activities
are appropriate, the brand have existing positive reputation and previous experiences.
However, as criticized by Zheng et al. (2015), brand loyalty is defined as the tendency of the
consumers to buy products and services from one brand continuously over others available in
the market. Brand loyalty helps in demonstrating the buying pattern of the consumers from a
company or brand that fosters a trusting relationship with time and consistency. It is
necessary for brands to have loyalty in the sector they are operating in and among the target
audiences because it gives an upper hand from the competitors.

16DISSERTATION
2.2 Factors affecting brand loyalty
Brand loyalty is a necessity for the brands to have and is achieved by various factors.
The different factors affecting brand loyalty are brand name, product quality, price, brand
promotion, brand trust and knowledge, word-of-mouth, style, store environment, service
quality and after sales services. The effectiveness of each of factors are critically analyzed in
the below section by considering information, opinions and views of past researches.
2.2.1 Brand name
The brand name of a company applies greatly to the audiences as it instigates a
thought process among the people and promotes the type of services that are provided.
Okonkwo (2016) is of the opinion that the brand name as a factor affects brand promotion
mainly because customers tend to select a product based on the popularity. The low
popularity of a product provides disadvantage for the brand and thus can have a negative
impact on the development of the organization.
In this regard, Alden et al. (2018) stated that it could be said that the brand name is
one of the most important factors that can affect the development of an organization. In the
words of Wheeler (2017), the brand name also helps to develop proper communication
between the organizations and the companies in terms of product and service development
and in terms of corporate social responsible practices. Along with this, the brand name can be
comprehended to identify the loyalty that the customers usually maintain.
Product quality
The quality of the products manufactured by an organization can be perceived as
another important quality that is required to be analyzed. According to Govers and Go
(2016), the quality of the products is taken into account so that customer satisfaction can be
maintained and at the same time, prices can be marked. As pointed out by Ottman (2017) the

17DISSERTATION
reason for the quality to be effective for an organization can be that organizations often tend
to compromise the quality in favour of gaining fair amount of price.
However, as stated by Punjaisri and Wilson (2017) one of the essential requirements
of maintaining quality is that organizations need to use tools and techniques that can help in
the maintenance of quality and ensure its perfect implementation for organizational growth.
In the words of Holt (2016) along with the growth, it can be said that without proper quality
of products, and despite a good brand name, organizations may be subjected to lose the
loyalty and support of the customers. Thus, maintaining quality above all others need to be a
priority for any brand.
Price
It is often said that the price of a product and its quality need to be aligned so that
customer loyalty can be ensured. As observed by Davis (2017) in the case of undertaking
brand promotion, the price of the brands defines its popularity as well as the efforts
undertaken for manufacturing the product. Therefore, as stated by Franzen and Moriarty
(2015) the quality of the products needs to match the prices so that effective utilization of the
brand can take place.
In this regard, from the words of Biswas and Suar (2016) it can be said that the prices
of a product is usually considered high due to the emergence and existence of competitors in
the market. As stated by Kohli, Suri and Kapoor (2015) the alignment between the prices and
the qualities can provide brands with an understanding of the customer needs and maintain
effective relationship. Hence, it can be said that price plays a significant role while trying to
improve the brand image and align its existence with that of the quality.
Style

18DISSERTATION
Style is another factor that needs consideration when it comes to brand loyalty. As
known, style is said to be the visual appearance such as details, line and silhouette that has an
impact on the perception of the consumers. With time, the taste of consumers seems to
change that enforces the brands to include it in their products and services. For instance,
sportswear shoppers have become more fashion conscious than previously where the
customers want to stay healthy and fit by maintaining style. According to Bidmon (2017),
incorporating the styles and trends by the brands for the consumers affects the loyalty
towards the brand positively.
This is because the customers feel that using the products of the brand make them
more stylish and trendy compared to the products of other brands. Being fashionable, helps in
gaining more recognition and attention thereby, intriguing and facilitating loyalty towards the
brand. However, as argued by Berezan, Yoo & Christodoulidou (2016), changing the style
and trends of the brands at regular interval is not always feasible because it includes use of
considerable amount of time, money and expertise. With automotive industry, the style and
trend expected by the customers have changed largely and including the stylish attributes
improves the physical appearance of the machines thereby, enhancing brand loyalty.
Store environment
When it comes to retail marketing, the environment of the store is one of the single
most factors that influenced brand loyalty. As mentioned by Murray, Elms and Teller (2017),
positive attributes of the store such as location, layout, interior and staffs acts as internal
stimuli for influencing brand loyalty. For instance, the number of customers for a store with
location that is highly convenient and accessible is more compared to the store whose
location is not easily accessible. First impression upon visiting the store of a brand leaves a
long lasting effect on the customers and set a standard. The behaviour of the employees when

19DISSERTATION
the customers visit the retail store of the brand along with the ambience leads to the
development of positive experience and trust thereby, leading to higher sales volume.
However, as criticized by Nikhashemi et al. (2016), the individual preferences of each
customer within particular sectors differ and that affects the brand loyalty to a certain extent
when it comes to developing brand loyalty. Brand loyalty can yield favourable operating cost
advantage for the brand retailers by influencing the buying behaviour largely. As the
automotive industry of UK mainly operates through retail outlets, the store environment plays
a crucial role in developing brand loyalty for the customers.
Hypothesis 1A:
H0: Brand name does not influence customer relationship management
H1: Brand loyalty influences customer relationship management
2.2.2 Brand promotion
Promotion is a component of the marketing mix that mainly emphasizes in
communicating with the target customers. According to Chinomona (2016), advertising is a
type of promotion that brands use for reaching the target customers that needs to informative
and rich in content. The brands need to develop ads in such a way that the target audiences or
the customers are able to relate and feel the product or service that is being advertised. Such
an ad helps in influencing the purchasing behaviour of the customers consistently. The
information and content included in the ads by the brands while promotion is a useful tool for
communicating the features and properties the brand has to offer thereby, influencing the way
the consumers perceive the brand.
However, as criticized by Mendez et al. (2015), identifying the best way of promoting
the brand to the target customers each time is difficult and time consuming because the entire
ads needs to be changed. This requires both human and economic resources for the brands

20DISSERTATION
that sometimes lack appropriate success. Under such circumstances, the loyalty of the brand
is compromised largely and coping up with the loss becomes difficult and challenging.
Similarly, the automotive industry has to identify the best way for promoting their brands in
the UK so that their relationship with the customer flourishes.
Brand trust and knowledge
Brand loyalty is also formed by the trust the customers have or show on the brands.
As mentioned by Lee et al. (2015), the trust of the customers on a brand creates commitment
and association that results in relationships that is highly valued. Hence, it can be said that
trust and commitment of the customers with a brand is an enduring and continuous process
that gives several benefits to the brands. Brand trust influences satisfaction among the
customers that facilitates the long term association between the two. However, as argued by
Veloutsou (2015), maintaining trust of the customers is a challenging process because even a
small experience leads to negative past experiences for the customers that is difficult to
change into a positive experience.
On the other hand, having adequate knowledge about a brand also signifies loyalty of
the customers towards the brand. This signifies that the customers follow the brands and wait
for their latest updates thereby, able to distinguish the brand in various situations. The brands
need to create an urge within the target customers so that they are intrigued about gathering
knowledge about the brands and purchase from them irrespective of the alternatives
(Alhaddad 2015). For the automotive industry of UK, brand knowledge and trust needs to be
developed suitably among the customers for ensuring positive brand loyalty.
Word of mouth
In marketing context, word of mouth plays an important role and is said to be an
informal way of communicating with the target customers about the brands. As mentioned by

21DISSERTATION
Hudson et al. (2015), positive word of mouth influences brand loyalty because continuous
and consistent positive opinion and experience of the existing customers facilitates their
decision of choosing the particular brand over the others in the market. Positive word of
mouth is highly specific and successful in nature compared with other promotional tools
those are used for developing brand loyalty. This is cost effective way of promoting the brand
and building loyalty that increases credibility among the customers.
However, as argued by Eelen, Ozturan and Verlegh (2017), as the expectation of the
individual customers differs, trying the brand based on other customer’s positive experience
might fail. This automatically creates a negative experience for the customer about the brand
that becomes difficult to change. Additionally, positive word of mouth increases the market
acceptance of the brand subsequently because people trust the experiences of other people
and make their mind to give it a try. Hence, the automotive industry of UK can ensure
positive customer relationship by building brand loyalty using positive word of mouth.
Hypothesis 1B:
H0: Brand promotion does not affect customer relationship management
H1: Brand promotion affects customer relationship management
2.2.3 Service quality
Service quality influences brand loyalty largely because it helps in delivering the best
by mitigating the service expectation and perception gap of the customers. As opined by
Hussain, Al Nasser and Hussain (2015), customers prefer shopping from a specific brand
because they like the services provided by them and are assured of certain privileges.
Effective relationship between the sales assistant and the customer results in long term
orientation of the customers towards the brand efficiently. Once the trust is build by the
customers on the specific brand, loyalty develops that secures long-term association

22DISSERTATION
successfully. However, as argued by Hemsley-Brown and Alnawas (2016), the gap between
the customer expectation and perception about a specific band arises at times due to
communication errors within the brands. Internal conflicts often lead to service issues that
become obvious while serving the customers. The brands are unable to excel the different
dimensions of service quality thereby, leading to customer dissatisfaction largely. Hence, the
brands need to ensure that the service quality does not exist or is minimum in order to
maintain and improve brand loyalty. When it comes to the automotive industry of UK, brands
need to excel in their service quality attributes for building and maintaining brand loyalty.
Hypothesis 1C:
H0: Service quality does not influence customer relationship management
H1: Service quality influence customer relationship management
2.2.4 After sales service
The role of the brands does not finish once the products or services are sold. Brand
loyalty is largely influenced by the way the brands behave and serve the customers after sale.
The post purchasing experience plays a significant role in determining the brand loyalty of
the customers. As mentioned by Sands et al. (2016), effective after sales services enables the
brands to help and inform the customers about the products they have purchased. A good
after sales service helps in maintaining the quality of the product of the brand along with
earning the loyalty of the customers successfully. The customers feel abandoned if the brands
provide effective after sales service because they always have some to go to when they face
any issue at any point of time while owning the product or service of the brand,. However, as
argued by Murali, Pugazhendhi and Muralidharan (2016), effective after sales service also
reduces customer complaints and returns thereby, maximizing the credibility of the customer
largely. As a result, the customers receive excellent customer service that eventually builds

23DISSERTATION
positive experience and influences the long term relationship between the two parties. For the
automotive industry of UK, after sales service is crucial because machines require services at
regular interval for ensuring smooth working.
Hypothesis 1D:
H0: After sales service does not influence customer relationship management
H1: After sales service influence customer relationship management
2.3 Benefits of brand loyalty
Loyalty and retention: The loyalty and retention of customers can be considered as
another benefit of brand promotion. It can be said from the analysis of Backhaus (2016) that
loyalty as well as retention of customers can be done based on the type of quality served and
the prices asked. Theurer et al. (2018) is of the belief that brand promotion need to be
directed initially at the customers that are frequent purchasers so that information on any new
development can be gained. As stated by Lievens and Slaughter (2016) this can also help to
create a strong brand association between the customers and the organization, which in turn
can lead to the growth of the brands as well as satisfaction of the customers.
Increase in sales: The increase in sales can be considered as an effective way to
improve profitability. According to Dinnie (2015), with the effectiveness of brand promotion,
the increase in sales of a company can be attributed to the development of it brand awareness
among the companies. Therefore, from the analysis of Okonkwo (2016) it can be said that an
increase in the sales can result in the profitability of a brand and thus, the aim for expansion
and promotion can be attained. Alden et al. (2018) stated that it also signifies the fact that
customer loyalty is at an increasing rate for the brand.

24DISSERTATION
Cost effective marketing strategy: The cost effective marketing strategy is usually
done based on the advertising efforts while trying to build the popularity of a brand.
According to Kasemsap (2016), the cost effective marketing strategy that is mostly used is
the word of mouth that helps in transferring the message from one source to another.
However, as stated by Mendez et al. (2015) in the modern world, this method can be
considered as obsolete and thus research are made to minimize the cost of using digital media
for promotion and adhere to an effective communication pattern that can help in engaging the
marketing strategy.
Easy introduction of new products: When brands have an existing base of loyal
customers and strong brand image and awareness, it is easy to introduce new products.
According to Atwal and Williams (2017), the brands have to invest much less if they have a
strong name, image and knowledge in the industry or sector. Once the brand launches new
product or service, its popularity automatically grabs the attention of the target customers.
The sales of the newly launched product of the brands gain immediate recognition and the
sales maximizes without much effort. The past and positive experience of customers from the
brands influences their decision to give the new product a try. Hence, the brand image and
awareness is enough to trigger a storm among the target customers and the positive word of
mouth attracts other potential customers without much effort. On the other hand, if brand
loyalty exists, the target customer’s shows higher level of interest in the new products and
even anticipate them being released (Ismail, 2017). As a result, the brands do not have to bear
additional costs of advertising and promoting the new products and yet the new product get
massive introduction in the market.
Improved customer credibility: A well-known and strong brand presence improves
the credibility with the target customers, the industry and the marketplace as a whole.
According to Jeng (2016), brand loyalty improves customer credibility because it helps and

25DISSERTATION
influences building brand recognition among the target customers. Everything goes
simultaneously and the credibility due to brand loyalty influences the ease to purchase for the
customer directly. As a result, the sales of the brand also increases massively because the
customers prefer to purchase things they have adequate knowledge about and trust with their
products and services. Additionally, improved customer credibility helps in maintaining long
term positive relationship with the customers that can help the brands survive under any
circumstances. The customers prefer the brand over other in the market that ensures sales,
profit and revenue generation irrespective of the fluctuating market conditions. However, as
argued by Bougoure et al. (2016), improved credibility does not only build brand recognition
but also builds honesty, clarity and transparency among the target customers about the brand.
As a result, apart from retaining the existing customers, the brands are able to win over new
customers by using the testimonials of the existing customers and creating significant scope
of repeat orders in the future (Sallam 2015).
Competitive advantage: Brand loyalty acts as a tool for the brands to gain competitive
advantage in the market they operate. Another significant benefit of having brand loyalty is
competitive advantage that is possible because the brand gets more preference than the
existing competitors. As mentioned by Ivanov and Mayorova (2015), brand loyalty helps in
gaining competitive advantage because it is most preferable than the others operating in the
same sector. The brands can always count on their return of investment and should not feel
threatened from the new entrants or the existing ones in the market. Additionally, due to
competitive advantage the brand is highly distinguished from its competitors because of
higher preference and more customers than others. However, as argued by Kumar and
Pansari (2016), brand loyalty helps in achieving competitive advantage because the brands
gain an upper hand from the competitors due to the past experiences. The share, profit and

26DISSERTATION
revenue of the brands maximizes because of the competitive advantage it gains due to brand
loyalty.
2.4 Challenges of brand loyalty
Along with the benefits, brand promotion also possesses certain challenges that may
hinder progress of an organization. The challenges of brand promotion include:
Generate lead: Brand promotion can be subjected to struggle with the generation of
leads and thus, any possibility of attracting future prospects and scope can be lost. According
to Wheeler (2017), the struggle is mainly due to the loss in sales and the unattractiveness that
the customers deem a brand. As stated by Punjaisri and Wilson (2017) the challenge can be
considered as a cause due to the ineffective measures undertaken so that identifying and
engagement of the target audience can be taken. Thus, as observed by Govers and Go (2016)
it can be said that this particular challenge can be considered as a huge threat for the brand
promotion of organizations.
Target audience: For brand promotion, reaching the target market can be difficult, as
pin pointing a particular set of customers can be considered as problematic. In the words of
Biswas and Suar (2016) most organizations and brand can struggle to gain proper target
audience and ensure that smooth promotion of the brand is undertaken. At the same time, as
stated by Kohli, Suri and Kapoor (2015) developing a target audience can be considered as a
disadvantage particularly if the target audience does not does not have any knowledge about
the brand. Thus, in the word of Barreda et al. (2016) selection of a target audience can be
considered as one of the most difficult challenges that are faced while engaging in brand
promotion.
Content brand promotion: In order to ensure that brand awareness be considered as
effective for analysis, the application of content brand promotion can be considered as a

27DISSERTATION
challenge. As stated by Hajli et al. (2017) this is because an assessment need to be made
based on the type of contents that exist in the market and at the same time, ensure that
promotion of the brands are done. Thus, as observed by van Everdingen, Hariharan and
Stremersch (2019) it is necessary that a reassessment is made upon the quality of the contents
and based on it plans for promotion are undertaken. However, as stated by Hankinson (2015)
despite this, the content brand promotion can be considered as one of the biggest threats as
during promotion, the significant amount of information required is to be analyzed and
presented.
Getting employees on board: Achieving brand loyalty is often challenging because
the meaning of the brand and the way of perceiving the brand differs from individuals to
individuals. According to Florek (2015), the challenge in developing brand loyalty arises
when the employees are not in coherency with the way the brand is perceived by the internal
stakeholders. The difference in opinion and the way of understanding the brand among the
employees makes it challenging for achieving brand loyalty. Such circumstance occurs
because the employees are not equipped with similar information, resources and knowledge
about the brand that gives rise to difference in opinion and mindset. However, as argued by
Yeh, Wang and Yieh (2016), the individualistic characteristics of the internal stakeholders
associated with the brand also makes it difficult to get the employees on board and achieving
brand loyalty. As the employees working for the brand are unable to relate to the brand in the
same way, their effort and contribution also differs that causes issues while serving the
customers thereby, making it hard to build and maintain customer loyalty. However, on the
contrary, it is not always the fault of the employees because at times they do not receive
appropriate guidance that can help them to build a united vision about the brand.
Getting customers on board: Another significant challenge in achieving brand loyalty
is getting the customers on board. This challenge becomes evident while developing brand

28DISSERTATION
loyalty because the customers might not perceive the brand in the same way the brand
perceives them. The difference in perception and understanding between the two parties
associated with the brand makes it difficult to achieve brand loyalty (Haseeb, 2018).
However, on the contrary, the difficulty of getting the customers on board might also arise
because the brands might fail to make the customers understand the way they want to portray
them in front of the target customers.
Maintaining trust: Serving to the customers consistently and continuously gives rise
to challenges when it comes to building brand loyalty. This is because the customers are
extremely specific about their experience with brands and how they are treated. Any negative
incident with the customers during their association with the brand shatters the existing trust
between the customers and the brands that becomes almost impossible to replace (Rialti et al.,
2017). Once the trust is broken, it negatively affects the brand loyalty of the customer and
negative word of mouth is spread that imposes negative impact on other customers.
2.5 Methods of overcoming brand loyalty challenges
The methods that can be adopted for overcoming the above challenges, if
implemented can help organizations to promote its brand in an effective manner. According
to Holt (2016), one of the methods that can be adopted is the fact that organizations can
reassess the methods that are being utilized so that the target audiences can be reached. In the
words of Ottman (2017), referrals can be used so that brand awareness can improve and an
effective cost solution method can be adopted for the development and promotion of the
brands. This can ensure that a new era of brand promotion is undertaken for the development
of the organizations.
In the case of the identification of the target audience, mitigation can be done by
framing a demographic analysis of the place. According to Davis (2017), this can help in

29DISSERTATION
understanding the target audience with the focus on small business sectors. In the case of
large businesses, Franzen and Moriarty (2015) is of the opinion that the target audience can
be international people and thus, the brand awareness between the people can be considered
based on age, gender as well as financial backgrounds so that segregation of the target
audience and the products can take place.
At the same time, as stated by Bilgihan (2016) another mitigation technique that can
be considered while managing the content marketing is that of the success required for
providing information. Papadopoulos, Hamzaoui-Essoussi and Rojas-Méndez (2016) is of the
opinion that every company in this regard, is required to take different approaches that can
help to ensure that proper release of information is provided during the promotion. At the
same time, from the words of Backhaus (2016) it can be said that carefully crafted contents
can continue to channel the interest of the customers and ensure that first time purchase is
made irrespective of the level of contents.
2.6 Customer relationship management
As the term indicates, customer relationship management deals with managing
customers for business organizations or brands. As mentioned by Soltani and Navimipour
(2016), the concept of customer relationship management highlights the approach undertaken
by entities for managing the interaction with current and potential customers. In doing so, the
history of the customers are analyzed for specific brand and the information is used for
enhancing the relationships with the customers with the purpose of retaining the customers
and increasing the sales growth. However, as criticized by Hassan et al. (2015), customer
relationship management is defined as the strategies, practices and technologies used by
business organizations or brands for managing and analyzing customer interactions
efficiently.

30DISSERTATION
2.7 Factors affecting customer relationship management
From the above definitions, it can be assumed that customer relationship management
is crucial in retaining them for specific brands. The different factors affecting customer
relationship management are interdependence, communication and competence and
friendliness and conflict resolution. The brands need to ensure that their relationship with the
target audience is excellent so that brand loyalty is encouraged and maintained.
2.7.1 Interdependence
Customer relationship management is highly influenced by interdependence between
the customers and the brands. The brands need customers for selling their product and
maximizing sales whereas the customers need to brands to fulfil their desires and needs.
Hence, this interdependence between the brands and the customers need to be maintained in a
positive manner. Maintaining it positively ensures that both the parties understand each other
well and perceive each other in an appropriate manner and hence are capable of fulfilling
each other’s desire suitably (Santouridis & Veraki, 2017). However, on the contrary, if the
purpose of the interdependence is not fulfilled suitably, the negative impression created once
on the customers is difficult to overcome (Kembro & Selviaridis, 2015).
2.7.2 Communication
Role of communication is highly important when it comes to managing and
maintaining an effective relationship with the customers. As mentioned by Karjaluoto,
Ulkuniemi and Mustonen (2015), communication helps in establishing clarity and
transparency between the customers and the brands due to which better understanding about
the desires of the customers can be developed. As a result, the brands are able to know the
customers extremely well and ensure that it is fulfilled without any failure. However, as
argued by Abu Amuna et al. (2017), other than maintaining clarity, communication helps in
effective customer relationship management by building a positive relationship with each

31DISSERTATION
other. The one-on-one conversation between the brands and the customers influences the
formation of the strong and deep bond in the long run thereby, developing loyalty for both the
customers and the brands.
2.7.3 Conflict resolution
Misunderstandings are evident when two parties are involved that needs to be
mitigated in time for preventing the severe negative consequences. As mentioned by Song
and Sakao (2016), the misunderstanding created between the brands and the customers need
to be mitigated and resolved in order to retain them wisely. If the conflicts between the
brands and the customers continuous to thrive bitterness develops that is harmful for the
brands in the long run. The customers subjected to conflicts share their negative experiences
with others that affect the current as well as future customer base. However, as criticized by
Rhodes et al. (2016), conflict resolution between the brands and customers is necessary, as
this helps in developing and maintaining positive relationship with the customers that ensures
brand loyalty.
2.7.4 Competence and friendliness
The employees are the key internal resources that have a large influence on the way
relationship with customers are managed. This is because it is employees who interact and
sell the products and services of the brands to the target customers. As opined by Rahimi and
Kozak (2017), relationship with customers is largely dependent on the ability of the front line
employees. The friendliness, co-operation and empathy showed by the employees towards
the customers while communicating determines the relationship they build and share in
future. Additionally, the competence and friendliness showed by the employees ensures
efficient customer relationship management because the approachability and ease developed
is more informal and positive (Chen, Lin & Weng, 2015).

32DISSERTATION
2.8 Role of customer relationship management in retaining customers
The basic objective of any customer relationship management practice is to retain
customers. Effective and positive customer relationship management helps in building a
positive relationship with the customers in the long run by creating loyalty within the
customers. As mentioned by Wang, Cavusoglu and Deng (2016), once the customer become
loyal, it can be assumed that the brands are successful in retaining them. Positive customer
relationship management helps in allowing the brands to count on the return on investment
because they have retained the customers successfully. This is supported by Bhat and Darzi
(2016) that mentions that effective relationship with the customers helps in having better
understanding about the desires and needs by the brands and including those desires in the
product and services sold by them. As the needs and desires of the customers are fulfilled,
they feel satisfied that influences their decision of returning to the same brand repeatedly.
Hence, brands need to focus on building effective customer relationship strategies so that
customers can be retained that is beneficial for the brands in the long run.
2.9 Investigate the impact of branding in influencing customers
Strong and positive branding influences customers by having an impact on their
purchasing decision largely. As mentioned by Godey et al. (2016), branding helps in
influencing customers by forming an emotional bond with them. By forming the emotional
connection, the brands convince the customers to pay the price for the product or service sold
by them and staying with them in the long run. Strong branding is successful in creating a
unique image in the eye of the customers in such a way that customers are unable to get pass
them and consider the alternatives available in the sector. However, as argued by Wang et al.
(2016), successful branding creates a unique expectation within the customers that enforces
them to give a try for the products and services sold by the brands. Once tried, the customers

33DISSERTATION
Brand loyalty
Brand name
Brand promotion
Service quality
After sales service Customer relationship management
develop satisfaction that influences their buying decision in the future as well that ensures
evident benefits for the brand in the competitive market.
2.10 Conceptual framework
Figure 1: Conceptual framework
(Source: Created by the Author)
2.11 Summary
Hence, in this chapter, it can be summarized that brand loyalty is crucial for the
business organizations and sectors and automotive industry of UK is no different. The
automotive industry of UK is highly competitive and for sustaining the competitive market
have brand loyalty is necessary. Brand loyalty enables the organizations and the sectors to
develop loyal customer base that benefits the organization is respect to sales, revenue,
introduction of new products, cost-effective marketing and business expansion. However, the
challenges in achieving brand loyalty are evident as well because keeping up with the
changing needs and demands of the customers are difficult. Moreover, maintaining friendly
and positive relationship with the target customers for prolonged period is also challenging
that affects brand loyalty and makes it difficult for the industries and organizations
irrespective of the country they operate.

34DISSERTATION
Chapter 3: Research Methodology
3.0 Overview
The research methodology is the technique that is adopted in order to conduct a
research with the help of various methodological tools. The research methodology is aimed at
providing a systematic approach in order to explore the research topic using the most
appropriate methods. This chapter involves the evaluation of various research methodological
tools by the researcher such as the approach to the research, the philosophical stances, the
research design as well as the data collection and the techniques of data analysis. Since the
topic of the research is brand loyalty and customer relationship among the automotive
industry of UK, this chapter also involves the suitable justifications of why the researcher has
chosen the particular tools of research along with the research topic.
3.1 Research Outline
The research design that has been used in this research scenario is that of Descriptive
design. However since the descriptive type goes well with the positivism philosophy, the
research philosophy that has been selected is the Positivism Research Philosophy. The
approach to this research is Deductive since the formulation of the hypothesis is based on the
existing researches. The sampling technique that has been used in this research is that of
Systematic Sampling technique. Both probability and non-probability sampling techniques
have been used. The sample size has been taken to be 100 customers who use the product of a
particular brand and those who are brand conscious. The customers have been asked open-
ended and close-ended questions, in order to ensure effective Data Collection. The Data
analysis process that has been used in this particular research is that of SPSS method , to
determine the results that have been obtained from the survey.

35DISSERTATION
3.2 Research Philosophy
The three most frequently philosophies used in research are positivism and
interpretivism and pragmatism. The philosophy of positivism depends on the quantifiable
observations on the basis of which the statistical analysis is conducted. As discussed by
Padilla-Diaz (2015), the philosophy of positivism depends on the interpretations which are
based on the quantities. Based on this, the survey has been conducted using the statistical
analysis. The only approach to validate the research finding is the philosophy of positivism
and it can be used as a scientific testing method.
However Vaioleti (2016), argues that apart from being the best method, there are
certain limitations that are associated with the [positivism theory. The use of this philosophy
bounds the researcher to collect and interpret the data in order to achieve the research
objectives. In comparison to this the interpretivism philosophy deals with the consideration of
the perspectives related to the research topic. It allows the researcher to take into
consideration the perspectives of eth individuals who are involved in the research. According
to Morgan (2014) the combination of the positivism philosophy and the interpretivism
philosophy is the pragmatism philosophy.
3.2.1 Justification of selecting positivism philosophy
The current research topic has allowed the researcher to select the positivism
philosophy. The reason why the positivism philosophy has been chosen is because it enables
the analyst to make use of the factual knowledge. This would help to formulate the research
questions and the hypothesis. Also the researcher would be able to analyse the data in a
specific manner if he uses the positivism philosophy. The positivism philosophy also ensures
trustworthy analysis of the data collected using the statistical approach. The research topic
deals with the influence of the brand promotion over the brand loyalty of the customers, both
the statistical and the scientific data analysis methods are essential. Thus in this case , the

36DISSERTATION
positivism research philosophy provides both the scientific as well as statistical approach to
the research.
The reason why the other research philosophy of interpretivism is not allowed is
because it would have only allowed the researcher to consider the other opinions and
perspectives of numerous other individuals only from the secondary resources. Thus this
would have restricted the researcher and it would have been difficult to collect and
investigate the information that is necessary for the research topic. This limitation has
enabled the researcher to select the positivism philosophy and reject the use of the philosophy
of interpretivism. Thus the main reason why the positivism philosophy has been chosen for
the research and not the other two philosophies of inetrpretivism and pragmatism because
these two philosophies would have forbidden the researcher to carry on the scientific as well
as statistical analysis of the data that has been acquired through the survey (Morgan, 2014).
3.3 Research Approach
There are two extensively used research approaches that are used while conducting a
particular research. These include the inductive and the deductive approaches. The
formulation of hypothesis based on the existing theories and concepts is enabled by the
deductive approach. This approach provides the prospect for the researcher to access
information from the existing researches and ideas. In comparison to this, as stated by
Kemparaj&Chavan (2013) the inductive approach is focussed on finding new approaches
and in developing new concepts and theories on the basis of observations. As a result, this
enables the researcher to emphasize on the research questions more and shifts its focus to the
observations. It also shifts his emphasis from description to analysis.

37DISSERTATION
3.3.1 Justification of selecting deductive approach
In this particular research the approach that has been used is the deductive case study.
The most important reason why the researcher has chosen this approach is because the
deductive approach goes well with the philosophy of positivism, which has already been
selected for the research methodology. As stated by Zalaghi&Khazaei (2016), the deductive
approach enables the formulation of a theory, taking into consideration the existing concepts
and the theories. The observations has been made on the basis of the existing literatures. This
has enabled the researcher to understand whether the research objectives have been fulfilled
and whether the questions are answered properly.
Moreover, deductive approach is also concerned with transforming general data to
particular data. In this case the theories of brand promotion and customer behaviour have
been used to determine the influence of the brand promotion over their loyalty. This has only
been possible with the help of the deductive approach. Also since there is the need of vast
data for the research of CRM and brand loyalty, the deductive approach has been used in this
research. In this research the use of inductive approach would have helped the researcher to
put emphasis on developing new hypothesis and thoughts (Zalaghi&Khazaei, 2016). Thus the
researcher’s thoughts would have effectively shifted from the testing of the hypothesis to the
growth of new hypothesis based on the observations.
3.4 Research Design
The three research designs that are extensively used are exploratory, explanatory and
descriptive (Roberts, 2013). According to Gale et.al., (2013), an explanatory research design
can be described as the research design that provides an opportunity for the researcher for
explaining the reasons for the particular phenomenon. On the other hand, an exploratory
research design helps the researcher to test the hypothesis that had been formulated along
with the research questions and the objectives. This kind of research design also allows the

38DISSERTATION
clarification of the various topics and the concepts that have been used in the research topic.
The descriptive research involves the combination of both the exploratory and the
explanatory research designs. Since this kind of research design involves the emphasis of the
description of the characteristics, and involves both the characteristics of the other research
designs, this is the most commonly used design in the research processes.
3.4.1 Justification of selecting descriptive design
This particular research uses the descriptive research design. Implementing the
descriptive design has helped the researcher to involve both the characteristics of the
explanatory as well as exploratory designs. It has also provided an opportunity to elucidate
the articulated hypothesis as well as the research topic. The researcher could also develop an
effective understanding of the reason and the effect of the research rationale with the help of
this research design. It has also helped the researcher to predict the future occurrences of the
research rationale..According to Myers et.al., (2013), the use of the exploratory or the
explanatory research design would have not made possible both the clarification and the
prediction of the future occurrences.
The factors that influence the customer relationship and how the branding captures
and retains more number of loyal customers can be analysed through this descriptive research
design. Thus on the basis of the suitability of the research topic, the descriptive research
design has been selected over the explanatory or the exploratory research designs. Thus there
is a justification of the use of descriptive research design, as the researcher was able to test
the articulated hypothesis that controls whether the brand loyalty can influence and maintain
the customer satisfaction.

39DISSERTATION
3.5 Research Strategy
According toStrang (2015), the widely used research strategies that are used in the
scientific research are case studies, interviews, action researches as well as surveys. The case
studies involve the study and the analysis of the individual behaviours and evaluation of the
real life factors. The analysis in the case studies is based on the existing secondary resources
that are associated to the research topic. On the other hand, action research mainly deals with
finding the issues. In the case of action research, based on the issues that had been identified
in the research, there have been solutions which are implemented. Last but not the least the
interviews and the surveys help the researcher to collect the raw data that are required to
analyse the hypothesis of the research topic.
3.5.1 Justification for selecting survey research strategy
This particular research makes use of the survey research strategy. The common
strategy used in the management and business research for a deductive approach will be
survey strategy. The surveys have helped the researcher to gather and collect the raw data
from the participants and the customers (Trau, Hartel&Hartel, 2013). This survey strategy has
made the analysis of the influence of the brand loyalty over the relationship with the
customer easier. The factors of evaluation of the customer brand relationship has become
more feasible, since only the customers who are brand conscious can provide with the
effectiveness of the research topic.
3.6 Sampling Technique and Sampling Size
This research focuses on understanding the impact of brand loyalty in the automobile
industry. According to Liamputtong (2013), the most broadly used sampling techniques while
conducting a research are probability and non-probability sampling technique. The samples
that are collected for the survey have been collected from the random population, and the
criteria for the data collection was based on age , gender and experience. It is quite difficult to

40DISSERTATION
obtain the data, so sampling of the data based on a particular location has been targeted. The
targeted audience is comprised of the people who are much aware of the brand loyalty.
Customers who have been more loyal to the particular product have been selected and are
provided with the online survey sheets and questionnaires. The sample size that has been
selected is 100 customers who are conscious about the brands.
3.6.1 Justification for selecting systematic sampling technique
In this research the probability sampling technique has been selected and used. This
has been used since in order to understand the influence of the brand loyalty over the
customers, the best possible way was to consider the viewpoint of the customers who were
brand conscious (Wahyuni, 2012). Systematic probability sampling technique has been used
by the researcher so that the bias can be avoided and omitted. There has been a probability of
bias as the data has been obtained from the huge population. The data has thus been collected
from 100 customers.
3.7 Data Collection Technique
The two widely used data collection techniques in a research are the primary and the
secondary data collection techniques. According to Mackenzie et al., (2012), secondary data
collection resources include the books, different internet resources and journals. These
secondary data collection resources and techniques are used by the researchers in order to
build up a more vivid understanding of the research topic. It also is used to develop a strong
conception about the topic. Primary data collection technique includes qualitative and
quantitative data collection methods. Quantitative data collection technique include interview
whereas conducting a survey is considered to be a quantitative data collection technique.
Primary data collection technique includes the opinions and viewpoints of the participants
regarding the research topic.

41DISSERTATION
3.7.1 Justification for selecting primary data collection technique
This particular research involves the primary data collection method, and the data is
collected through the online surveys where the questionnaires have been distributed through
the social media. The collection of data from 100 customers who were brand conscious and
who were using the products of a particular brand, is considered to be a primary source. As
stated by Walliman (2017), the primary data collection technique has helped the researcher to
find out appropriate information through the open ended and the close ended question of the
surveys. Therefore the researcher has used the content analysis in order to analyse and study
the viewpoints of the participants on the brand influence
3.8 Data Analysis Technique
In order to prove the null hypothesis or the alternate theory, it is essential to collect
and eventually analyse the raw data from the primary data collection technique. The collected
data can be presented using tables, bar charts and graphs. According to Hox (2017),
moreover, the evaluation of the collected data can be done accurately with the help of
statistical analysis techniques. It is often found in few scenarios that the analysis proves to be
incorrect and inaccurate using the tables and the bar charts. As a result, the discussions and
outcomes that are deduced from the data analysis are incorrect. This ends up to provide us
with inappropriate results. Thus statistical analysis is generally preferred, so that the resukts
can be accurate.
3.8.1 Justification for selecting quantitative data analysis technique
In this research the data analysis technique that has been used is that of the SPSS
technique. This has helped in the analysis of the collected data from the customers. SPSS is
statistical software that can be generally used for logical non-batched and batched statistical
analysis of the variable of the survey (Pallant, 2013). In this technique the researcher is able
to achieve the accurate data proving that the hypothesis is correct. Both descriptive and

42DISSERTATION
inferential analysis technique are used for proving the hypotheses. Hence, both correlation
and regression analysis are used in the data analysis section. The summarization of the data
has been done through graphic statistics that includes frequencies and percentages. In
accordance with this in order to present the collected data in the most appropriate way and for
the better understanding and comparison of it, pe charts, tables and graphs have been
effectively used.
3.9 Ethical Considerations
According to Ritchie et al., (2013), it is important to follow a series of ethical
considerations during conducting a research. The researcher is supposed to keep the identity
of the participant as well as the data collected, private. Another ethical consideration is that
the participants cannot be forced to be a part of the data collection process. Moreover, the
researcher needs to use the data collected strictly for academic purpose and not for the
purpose of any commercial interest (Kosinski et.al., 2015). Therefore, the ethical
considerations should be followed by the researcher so that the research gets completed
successfully.
3.10 Summary
It can thus be concluded that in this chapter the researcher mentions the various
methodological tools that are necessary to be used while conducting a research. In the
chapter, the researcher also provides suitable justification for the use and the implementation
of the different tools. This chapter also includes the samples size of the customers and the
participants that has been used for data collection. In order to determine the brand influence
over the customers, the data collection technique that has been used by the researcher is the
survey technique. This chapter also throws light on the ethical considerations and the code of
conduct that needs to be followed in order to carry out the research successfully.

43DISSERTATION
Chapter 4: Data analysis
4.0 Overview
In this section, data is collected with the purpose of achieving the objectives of the
research followed by proving the set hypotheses. In total, 100 customers took part in the
study and were surveyed after the questionnaires being delivered to the customers. After
collecting the data, both descriptive and inferential analysis are conducted for achieving
desired outcomes. Finally, the implications of the findings are analyzed through thorough
discussions accordingly.
4.1 Survey procedure
For the survey, a structured and close-ended questionnaire was developed that
comprised of both demographic questions as well as questions related to the objectives. The
demographic questions developed had specific options so that the respondents were able to
select the most appropriate options according to them. In the case of the objectives related
questions, 5-Scale Likert scale options were given so that the respondents were able to share
their views in respect to agreements and disagreements. The survey was collected
anonymously so that identity of the respondents remained confidential thereby, ensuring that
the respondents were comfortable. The survey questionnaire has been provided in the
Appendix 1 at the end of the dissertation.

44DISSERTATION
4.2 Descriptive analysis
Figure 2: Gender
The above graph depicts the gender of the customers who took part in the survey.
From the pie chart, it can be seen that 69% of the customers who took part in the survey were
male whereas 31% of the customers were female. As the research aimed towards
investigating brand loyalty and customer relationship management in respect to the
automobile industry of the UK, the response of male participants can be understood.
Additionally, it can also be said that both male and female participants shared their views that
contributed in obtaining significant outcome (Refer to Appendix 2).

45DISSERTATION
Figure 3: Age group
This survey questions helps in determining the age group of the participants who took
part in the survey. From the pie chart, it can be seen that customers belonging to different age
group took part in the survey. 35% of the customers belonged to age group 26-30 years
followed by 25% of the customers belonging to age group 31-35 years and 20-25 years and
only 15% of the customers belonging to age group 36 years and above. As mentioned, the
survey questions were circulated and data was collected anonymously, the views and
opinions of customers of wide age group is considered for achieving the aim and the
objectives (Refer to Appendix 3).

46DISSERTATION
Figure 4: Monthly income
The above survey question has been developed with the purpose of getting an idea of
the monthly income of the customers. From the figure above, it can be inferred that 31% of
the customers have an monthly income of 26,000-30,000 GBP followed by 24% of the
customers with an monthly income of 31,000-35,000 GBP, 23% of the customers with a
monthly income of 20,000-35,000 GBP and 22% of the customers with a monthly income of
36,000 GBP and above. Hence, the perception of the customers having varied monthly
income can be understood that makes significant overall contributions (Refer to Appendix 4).

47DISSERTATION
Figure 5: Brand loyalty and customer relationship management
This survey question has been proposed in order to know whether the customers
taking part in the survey have an idea about brand loyalty and customer relationship
management. From the above pie chart, it can be said that 56% of the customers are aware of
brand loyalty and customer loyalty whereas 29% of the customers who took part in the
survey have no idea about the two variables. However, 15% of the customers have a mixed
review and feel they might or might not understand about brand loyalty and customer
relationship management (Refer to Appendix 5).
4.4 Correlation analysis
Correlations
Brand_nam
e
Brand_prom
otion
Service_quali
ty
After_sales_s
ervice
Brand_name
Pearson
Correlation 1 .906** .830** .836**
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
Brand_promotion Pearson
Correlation
.906** 1 .875** .896**

48DISSERTATION
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
Service_quality
Pearson
Correlation .830** .875** 1 .873**
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
After_sales_servi
ce
Pearson
Correlation .836** .896** .873** 1
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Table 2: Determining relationship among the factors of brand loyalty
Correlation analysis is conducted with the purpose of knowing whether the variables
are positively or negatively associated with each other. Positive association between the
variables is indicated if the values obtained ranges from 0 to +1 whereas negative association
between variables is indicated if the values obtained ranges from -1 to 0. Positive yet strong
association is indicated if the values obtained are more than 0.7. In the above table, the
different factors of brand loyalty, that is, brand name, brand promotion, service quality and
after sales service are subjected to correlation analysis. This helps in determining and
assessing the relationship among the factors thereby, indicating the effect on developing
brand loyalty.
From the above correlation table, it can be seen that brand name is strongly yet
positively associated with brand promotion, service quality and after sales service because the
values obtained are .906, .830 and .836 respectively. Hence, it can be interpreted that strong
brand promotion by ensuring excellent service quality and after sales service, the name of the
brand prospers. When a customer hear the name of the brand, excellent service quality and
after sales service acts as a strong promotional tool that in turn influences and develops
loyalty in the long run.
Secondly, brand promotion is also positively and strongly associated with brand
name, service quality and after sales service because the values obtained are .906, .875

49DISSERTATION
and .896 respectively. From the values obtained, it can be said inferred that excellent
promotion strategies helps in grabbing the attention of the customers and making a unique
presence that highlights the name of the brand. Hence, such high correlation values are
obtained. Moreover, effective and uninterrupted service quality and after sales service can be
used as promotional strategies in the long run and keep on facilitating brand loyalty.
Thirdly, service quality is found to have strong yet positive association with brand
name, brand promotion and after sales service because values obtained are .830, .875
and .873 respectively. From the values, it can understood that the customers believe that
excellent and efficient service quality creates a unique and satisfactory image in their eye that
facilitates the name of the brand and highlights successful promotion. According to the
customers both service quality and after sales service indicate successful brand loyalty
because the customers tend to return to the brand because of satisfactory past experiences.
Lastly, after sales service is strongly and positively associated with brand name, brand
promotion and after sales service because the values obtained are .836, .896 and .873
respectively. Hence, it can be said that the customers believe that they develop positive past
experience when they are given equal importance even after purchase. Excellent post
purchase experience facilitates brand among the customers that bring them back to the
organization irrespective of the market conditions.
4.5 Regression analysis
Hypothesis 1A:
H0: Brand name does not influence customer relationship management
H1: Brand name influences customer relationship management
ANOVAa

50DISSERTATION
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regression 86.565 1 86.565 152.591 .000b
Residual 55.595 98 .567
Total 142.160 99
a. Dependent Variable: Brand_name
b. Predictors: (Constant), Customer_relationship_management
Table 3: Brand name and customer relationship management
The above regression table is conducted for determining whether brand name has an
impact on customer relationship management or not. From the above table, it can be seen that
the p-value obtained is .000 that is less than 0.05. Hence, it can be said that the null
hypothesis is rejected and the alternate hypothesis is accepted. As a result, it can be inferred
that brand name influences customer relationship management. The acceptance of alternate
hypothesis indicates that the name of the brand is enough for maintaining a positive
relationship with the customers. Brand name gains popularity among the customers with
consistent effort put in by the brands in maintaining an effective relationship with the
customers by ensuring that their needs are fulfilled and they leave satisfactorily. Positive past
experience acts as a catalyst when it comes to maintaining positive relationship with the
customers thereby, maintaining loyalty towards the brand.
Hypothesis 1B:
H0: Brand promotion does not affect customer relationship management
H1: Brand promotion affects customer relationship management
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1 Regression 109.671 1 109.671 191.049 .000b
Residual 56.257 98 .574

51DISSERTATION
Total 165.927 99
a. Dependent Variable: Brand_promotion
b. Predictors: (Constant), Customer_relationship_management
Table 4: Brand promotion and customer relationship management
The above regression table is conducted for determining whether brand promotion has
an impact on customer relationship management or not. From the above table, it can be seen
that the p-value obtained is .000 that is less than 0.05. Hence, it can be said that the null
hypothesis is rejected and the alternate hypothesis is accepted. The customers of the
automobile sector of UK have such an opinion because unique promotional strategies of the
brand helps in keeping customers engaged successfully. Once the unique image in the eye of
the customers is made, the relationship keeps budding and loyalty tends to develop.
Successful brand promotion highlights adequate trust and knowledge about the brand
followed by positive word of mouth that signifies relationship with the customers.
Continuous knowledge and trust influences the establishment of positive brand loyalty.
Hypothesis 1C:
H0: Service quality does not influence customer relationship management
H1: Service quality influence customer relationship management
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regression 136.955 1 136.955 272.602 .000b
Residual 49.235 98 .502
Total 186.190 99
a. Dependent Variable: Service_quality
b. Predictors: (Constant), Customer_relationship_management

52DISSERTATION
Table 5: Service quality and customer relationship management
The above regression table is conducted for determining whether service quality has
an impact on customer relationship management or not. From the above table, it can be seen
that the p-value obtained is .000 that is less than 0.05. Hence, it can be said that the null
hypothesis is rejected and the alternate hypothesis is accepted. In service industry,
satisfaction of the customers means a lot and any compromise in terms of service imposes
negative impact on the customers. Hence, the brands need to emphasize on offering the best
in terms of service when it comes to developing brand loyalty and customer relationship
management. Best service quality for the brands indicate effective response and prompt
services from the employees so that they customers do not feel unattended and have answers
to the questions without delay.
Hypothesis 1D:
H0: After sales service does not influence customer relationship management
H1: After sales service influence customer relationship management
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regression 137.048 1 137.048 292.022 .000b
Residual 45.992 98 .469
Total 183.040 99
a. Dependent Variable: After_sales_service
b. Predictors: (Constant), Customer_relationship_management
Table 6: After sales service and customer relationship management
The above regression table is conducted for determining whether after sales service
has an impact on customer relationship management or not. From the above table, it can be
seen that the p-value obtained is .000 that is less than 0.05. Hence, it can be said that the null
hypothesis is rejected and the alternate hypothesis is accepted. The customers do not expect

53DISSERTATION
to be forgotten once they have done a purchase. Instead, the customers want to be treated
with equal importance and care even if they visit the brand after purchasing. Attending the
customers with same sincerity, care, empathy and affection defines effective after sales
service to the customers that helps in maintaining a healthy relationship between the two
thereby, influencing brand loyalty.
4.7 Summary
From the above results, it can be summarized that brands can achieve and develop
loyalty towards them if the customer relationship management is highly effective. The
different factors affecting brand loyalty considered for this study are brand name, brand
promotion, service quality and after sales service are found to be positively as well as
strongly associated with each other. Hence, it can be inferred that customer relationship
management is strongly correlated with brand loyalty. For hypotheses were created and were
subjected to regression analysis in order to determine whether the hypotheses are accepted or
rejected. From the values obtained from the regression analysis, it can be seen that the p-
value obtained is .000 that is less than 0.05. Based on the values, it can be inferred that the
null hypotheses are rejected and the alternate hypotheses are accepted. Hence, effective
customer relationship management facilitates brand loyalty and similar is the case of
automobile industry of UK.

54DISSERTATION
Chapter 5: Discussions
5.0 Overview
This section interprets the data collected by aligning the findings of the current
research with the past researches. This provides opportunity to authentic as well as counter
argues the findings of the current research thereby, validating the analysis of the current
research. Moreover, referring to past researches allows considering the views and opinions of
different authors who have contributed significantly in the past in respect to the topic.
5.1 Interpretations
This research indicates that brand name has an influence on customer relationship
management based on the p-value obtained from the regression analysis. According to the
findings, the name of the brand is enough for maintaining a positive relationship with the
customers. This finding may be in line with the previous findings of Okonkwo (2016), Alden
et al. (2018) and Wheeler (2017) that indicates brand name is one of the most important
factors that can affect the development of an organization. Different factors such as the
quality of the product, price of the product, style and the store layout of the product play an
important role in making the name of the brand shine.
Govers and Go (2016), Ottman (2017), Punjaisri and Wilson (2017), Davis (2017),
Biswas and Suar (2016), Bidmon (2017) and Murray, Elms and Teller (2017) supports the
role played by quality, price, style and store environment in facilitating the name of the brand
in front of the customers thereby, developing loyalty and customer relationship. However, the
findings of the current research is also argued by Nikhashemi et al. (2016) and Berezan, Yoo
& Christodoulidou (2016) because according to their studies changing the style and trends of
the brands at regular interval is not always feasible because it includes use of considerable
amount of time, money and expertise.

55DISSERTATION
The research indicates that brand promotion influences customer relationship
management based on the results obtained from the regression analysis. Chinomona (2016),
Lee et al. (2015) and Hudson et al. (2015) supports the findings of this research by
mentioning that brands need to develop ads in such a way that the target audiences or the
customers are able to relate and feel the product or service that is being advertised. Such an
ad helps in influencing the purchasing behaviour of the customers consistently. Past
researches also reveal that the trust of the customers on a brand creates commitment and
association that results in relationships that is highly valued. Hence, it can be said that trust
and commitment of the customers with a brand is an enduring and continuous process that
gives several benefits to the brands.
Brand trust influences satisfaction among the customers that facilitates the long term
association between the two. However, Mendez et al. (2015), Veloutsou (2015) and Eelen,
Ozturan and Verlegh (2017) begs to differ and have presented contradictory views in their
researches. According to these studies, the expectation of the individual customers differs;
trying the brand based on other customer’s positive experience might fail that creates
negative impact immediately.
The research indicates that service quality influences customer relationship
management based on the results obtained from the regression analysis. Hussain, Al Nasser
and Hussain (2015), Alhaddad 2015 and Lee et al. (2015) mentions in their findings that
customers prefer shopping from a specific brand because they like the services provided by
them and are assured of certain privileges. Effective relationship between the sales assistant
and the customer results in long term orientation of the customers towards the brand
efficiently. Once the trust is build by the customers on the specific brand, loyalty develops
that secures long-term association successfully. However, counter argument is also presented
by Hemsley-Brown and Alnawas (2016) that mentions the gap between the customers and the

56DISSERTATION
brands is evident because understanding the customers rightfully each time is difficult and
time challenging.
The research indicates that after sales service influences customer relationship
management based on the results obtained from the regression analysis. Past researches by
Sands et al. (2016), Zheng et al. (2015), Wheeler (2017) and Kohli, Suri and Kapoor (2015)
supports the findings of the current research and states effective after sales services enables
the brands to help and inform the customers about the products they have purchased. A good
after sales service helps in maintaining the quality of the product of the brand along with
earning the loyalty of the customers successfully. Ulkuniemi and Mustonen (2015) and Abu
Amuna et al. (2017) also mention that after sales service and service quality can be improved
if brands ensure effective and efficient communication. This provide opportunities for the
brands to establish clarity and transparency between the customers and them thereby,
highlighting better understanding in terms of desires and needs of the target customers.
Additionally, communication helps in effective customer relationship management by
building a positive relationship with each other. The one-on-one conversation between the
brands and the customers influences the formation of the strong and deep bond in the long
run thereby, developing loyalty for both the customers and the brands. On the other hand,
Murali, Pugazhendhi and Muralidharan (2016) state a different point of view about the
effectiveness of after sales service in building brand loyalty and customer relationship
management. According to the study, ensuring consistent after sales service and keeping
them updated is challenging that imposes negative consequences on brand loyalty and
customer relationship management.

57DISSERTATION
5.2 Summary
Hence, from the above discussions and interpretations, it can be understood that brand
loyalty and customer relationship management are two significant aspects of any business
sectors. If the automobile industry of UK is to be considered, the increased competition is
evident that pushes the brands to give their best to develop loyal customer base and maintain
that as well. Past researches support the findings of the current research thereby, indicating
that brand loyalty factors such as brand name, brand promotion, service quality and after
sales service affect customer relationship management. However, findings of the past
researches also argue the current findings due to the existence of the challenges that occur in
terms of maintaining brand loyalty and customer relationship management.

58DISSERTATION
Chapter 6: Conclusion and recommendations
6.0 Objective findings
From the overall findings, it can be said that the aim and the objectives have been
achieved successfully. Information presented in both literature review and the data analysis
have helped in achieving the aim and objectives of the study resourcefully followed by
proving the alternate hypotheses successfully.
Objective 1: To analyze the factors that influences customer relationship management
in retaining the customer
The information provided in section 2.7 helps in achieving the first objective. This
section has shed light on the different factors that affect customer relation management in
retaining customers. The factors are critically evaluated by referring to the past researches
followed by formulating the hypotheses. On the other hand, the objective questions
developed based on customer relationship helps in understanding how it can be used
effectively for retaining customers.
Objective 2: To analyze how the branding has influenced the customers
The information presented in section 2.2 sheds light on the characteristics that
facilitate successful branding and influencing the customers henceforth. This section lists the
various factors that affect successful branding and influence the long term association of the
customers with the brand. Information of the past researches has provided opportunity to
compare and contrast the findings in respect to the current study. On the other hand, the
survey questions developed on brand loyalty helps in understanding how branding influenced
the customers. The regression values obtained for each of the hypotheses formulated
confirms that branding influences the customers.

59DISSERTATION
Objective 3: To examine if people consider branding as prestige
Deep understanding and better in-sight about this objective can be developed by
considering the information presented throughout the literature review. Information presented
in this chapter from the past studies reveals that the name of the brand is enough to grab the
attention of the customers. The purchasing decision of the customers is largely affected by
the name of a brand. This is because they feel that possessing an item or product of a well-
known brand improves their societal standard. Similarly, the correlation and regression
values obtained also reveals that successful branding is enough to influence the decision of
the customers because it act as a prestige to them.
Objective 4: To examine if branding can capture more loyal customers
With the information provided in sections 2.3, 2.4 and 2.5, it can be said that
successful branding facilitates capturing and retaining loyal customers. Successful branding
is often used by business organizations for developing brand loyalty because this is the
ultimate purpose of the organizations when it comes to doing business. Similarly, the results
obtained also indicate the same that branding helps n capturing loyal customers.
6.1 Significance of the study
The results from the study have contributed significantly and successfully in research
field. Brand loyalty is a significant characteristic that business organizations need to possess
and is used by them for sustaining their position in the competitive business sector. The
current study has made successful contribution by the results obtained from the tests. The
current study is significant because it have helped in analyzing the different customer
relationship management factors that ensures customer retention. As known, customers are
the building blocks of successful organizations and enables brands to get an upper hand than
the competitors. The study has helped in understanding the significance of customers and

60DISSERTATION
their loyalty followed by their role in gaining competitive advantage, increased profits,
revenue maximization and business expansion. The study allowed knowing the basics that
brands need to maintain in order to develop loyalty and retain them successfully so that the
competitors do not have opportunity to lure them.
Moreover, the current research is also significant because it helped in understanding
that people or customers consider branding as a prestige. For customers, the name of the
brand is enough to influence their decision of purchasing whether they need the product or
not. It is the name of the brand that influences the customers to stick to them without trying
out the alternatives available in the market. Furthermore, the results obtained in the current
study supports the objectives because the alternate hypotheses has been accepted thereby,
indicating the successful role played by brandling in developing loyal customers that can be
achieved by effective implementation of customer relationship management.
6.3 Recommendations for future research
The findings of this study will serve as a valid source of secondary research for future
researchers because the findings of the study have proven that brand loyalty affects customer
relationship management. Moreover, the findings of the current study are aligned with the
past researches thereby, validating and supporting the outcomes successfully. Additionally, in
the future research can be conducted at an international platform. In this case, the difference
of customer characteristics in developing brand loyalty can be investigated by considering
their response and attitude towards customer relationship management.

61DISSERTATION
References
Abu Amuna, Y. M., Al Shobaki, M. J., Abu-Naser, S. S., & Badwan, J. J. (2017).
Understanding Critical Variables for Customer Relationship Management in Higher
Education Institution from Employees Perspective.
Alden, D. L., Steenkamp, J. B. E. M., & Batra, R. (2018). Cultural Branding. Managing
Brands in 4D: Understanding Perceptual, Emotional, Social and Cultural
Branding, 27, 218.
Alhaddad, A. (2015). A structural model of the relationships between brand image, brand
trust and brand loyalty. International Journal of Management Research and
Reviews, 5(3), 137.
Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Backhaus, K. (2016). Employer branding revisited. Organization Management
Journal, 13(4), 193-201.
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2016). Online branding:
Development of hotel branding through interactivity theory. Tourism
Management, 57, 180-192.
Berezan, O., Yoo, M., & Christodoulidou, N. (2016). The impact of communication channels
on communication style and information quality for hotel loyalty programs. Journal
of Hospitality and Tourism Technology, 7(1), 100-116.
Bhat, S. A., & Darzi, M. A. (2016). Customer relationship management: An approach to
competitive advantage in the banking sector by exploring the mediational role of
loyalty. International Journal of Bank Marketing, 34(3), 388-410.

62DISSERTATION
Bidmon, S. (2017). How does attachment style influence the brand attachment–brand trust
and brand loyalty chain in adolescents?. International Journal of Advertising, 36(1),
164-189.
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of
trust, user experience and branding. Computers in Human Behavior, 61, 103-113.
Biswas, M. K., & Suar, D. (2016). Antecedents and consequences of employer
branding. Journal of Business Ethics, 136(1), 57-72.
Bougoure, U. S., Russell-Bennett, R., Fazal-E-Hasan, S., & Mortimer, G. (2016). The impact
of service failure on brand credibility. Journal of Retailing and Consumer
Services, 31, 62-71.
Chen, Y. S., Lin, C. Y., & Weng, C. S. (2015). The influence of environmental friendliness
on green trust: The mediation effects of green satisfaction and green perceived
quality. Sustainability, 7(8), 10135-10152.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of
brand loyalty in Gauteng Province of South Africa. African Journal of Economic and
Management Studies, 7(1), 124-139.
Davis, M. (2017). The fundamentals of branding. Bloomsbury Publishing.
Dinnie, K. (2015). Nation branding: Concepts, issues, practice. Routledge.
Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The differential impact of brand loyalty on
traditional and online word of mouth: The moderating roles of self-brand connection
and the desire to help the brand. International Journal of Research in
Marketing, 34(4), 872-891.

63DISSERTATION
Florek, M. (2015). Rethinking brand equity—possibilities and challenges of application to
places. In Rethinking place branding (pp. 225-239). Springer, Cham.
Franzen, G., & Moriarty, S. E. (2015). The science and art of branding. Routledge.
Gale, N. K., Heath, G., Cameron, E., Rashid, S., & Redwood, S. (2013). Using the
framework method for the analysis of qualitative data in multi-disciplinary health
research. BMC medical research methodology, 13(1), 117.
Gandini, A. (2016). Digital work: Self-branding and social capital in the freelance knowledge
economy. Marketing theory, 16(1), 123-141.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R.
(2016). Social media marketing efforts of luxury brands: Influence on brand equity
and consumer behavior. Journal of business research, 69(12), 5833-5841.
Govers, R., & Go, F. (2016). Place branding: Glocal, virtual and physical identities,
constructed, imagined and experienced. Springer.
Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., & Richard, M. O. (2017). Branding
co-creation with members of online brand communities. Journal of Business
Research, 70, 136-144.
Hankinson, G. (2015). Rethinking the place branding construct. In Rethinking Place
Branding (pp. 13-31). Springer, Cham.
Haseeb, M. (2018). Emerging issues in islamic banking & finance: Challenges and
Solutions. Academy of Accounting and Financial Studies Journal, 22, 1-5.
Hassan, R. S., Nawaz, A., Lashari, M. N., & Zafar, F. (2015). Effect of customer relationship
management on customer satisfaction. Procedia economics and finance, 23, 563-567.

64DISSERTATION
Hemsley-Brown, J., & Alnawas, I. (2016). Service quality and brand loyalty: the mediation
effect of brand passion, brand affection and self-brand connection. International
Journal of Contemporary Hospitality Management, 28(12), 2771-2794.
Holt, D. (2016). Branding in the age of social media. Harvard business review, 94(3), 13.
Hox, J. J., Moerbeek, M., & Van de Schoot, R. (2017). Multilevel analysis: Techniques and
applications. Routledge.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on
emotions, brand relationship quality, and word of mouth: An empirical study of music
festival attendees. Tourism Management, 47, 68-76.
Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer
satisfaction of a UAE-based airline: An empirical investigation. Journal of Air
Transport Management, 42, 167-175.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand
loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal
of Marketing and Logistics, 29(1), 129-144.
Ivanov, G., & Mayorova, E. (2015). Intangible assets and competitive advantage in retail:
case study from Russia. Asian Social Science, 11(12), 38.
Jeng, S. P. (2016). The influences of airline brand credibility on consumer purchase
intentions. Journal of Air Transport Management, 55, 1-8.
Karjaluoto, H., Ulkuniemi, P., & Mustonen, N. (2015). The role of digital channels in
industrial marketing communications. Journal of Business & Industrial Marketing.

65DISSERTATION
Kasemsap, K. (2016). Role of social media in brand promotion: An international marketing
perspective. In Managing public relations and brand image through social media (pp.
62-88). IGI Global.
Kembro, J., & Selviaridis, K. (2015). Exploring information sharing in the extended supply
chain: an interdependence perspective. Supply Chain Management: An International
Journal, 20(4), 455-470.
Kemparaj, U., & Chavan, S. (2013). Qualitative research: a brief description. Indian Journal
of Medical Sciences, 67.
Kohli, C., Suri, R., & Kapoor, A. (2015). Will social media kill branding?. Business
Horizons, 58(1), 35-44.
Kosinski, M., Matz, S. C., Gosling, S. D., Popov, V., & Stillwell, D. (2015). Facebook as a
research tool for the social sciences: Opportunities, challenges, ethical considerations,
and practical guidelines. American Psychologist, 70(6), 543.
Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of
Marketing Research, 53(4), 497-514.
Lee, D., Moon, J., Kim, Y. J., & Mun, Y. Y. (2015). Antecedents and consequences of
mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and
brand loyalty. Information & Management, 52(3), 295-304.
Liamputtong, P. (2013). Qualitative research methods.
Lievens, F., & Slaughter, J. E. (2016). Employer image and employer branding: What we
know and what we need to know. Annual Review of Organizational Psychology and
Organizational Behavior, 3, 407-440.

66DISSERTATION
Mackenzie, J., Tan, P. L., Hoverman, S., & Baldwin, C. (2012). The value and limitations of
Participatory Action Research methodology. Journal of hydrology, 474, 11-21.
Mendez, M., Bendixen, M., Abratt, R., Yurova, Y., & O’Leary, B. (2015). Sales promotion
and brand loyalty: some new insights. International Journal of Education and Social
Science, 2(1), 103-117.
Morgan, D. L. (2014). Pragmatism as a paradigm for social research. Qualitative
Inquiry, 20(8), 1045-1053.
Murali, S., Pugazhendhi, S., & Muralidharan, C. (2016). Modelling and Investigating the
relationship of after sales service quality with customer satisfaction, retention and
loyalty–A case study of home appliances business. Journal of Retailing and
Consumer Services, 30, 67-83.
Murray, J., Elms, J., & Teller, C. (2017). Examining the role of store design on consumers’
cross-sectional perceptions of retail brand loyalty. Journal of Retailing and Consumer
Services, 38, 147-156.
Myers, J. L., Well, A. D., & Lorch Jr, R. F. (2013). Research design and statistical analysis.
Routledge.
Nikhashemi, S. R., Tarofder, A. K., Gaur, S. S., & Haque, A. (2016). The effect of
customers’ perceived value of retail store on relationship between store attribute and
customer brand loyalty: Some insights from Malaysia. Procedia Economics and
Finance, 37, 432-438.
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A
moderated mediation model of customer relationship management quality and brand
image. Journal of Retailing and Consumer Services, 30, 262-270.

67DISSERTATION
Okonkwo, U. (2016). Luxury fashion branding: trends, tactics, techniques. Springer.
Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Padilla-Díaz, M. (2015). Phenomenology in educational qualitative research: Philosophy as
science or philosophical science. International Journal of Educational
Excellence, 1(2), 101-110.
Pallant, J. (2013). SPSS survival manual. McGraw-Hill Education (UK).
Papadopoulos, N., Hamzaoui-Essoussi, L., & Rojas-Méndez, J. I. (2016). From nation to
neighbourhood: branding and marketing places. In The Routledge Companion to
Contemporary Brand Management (pp. 490-504). Routledge.
Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand
loyalty?. European Journal of Marketing, 50(1/2), 2-28.
Punjaisri, K., & Wilson, A. (2017). The role of internal branding in the delivery of employee
brand promise. In Advances in corporate branding (pp. 91-108). Palgrave Macmillan,
London.
Rahimi, R., & Kozak, M. (2017). Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism
Marketing, 34(1), 40-51.
Rhodes, J., Lok, P., Loh, W., & Cheng, V. (2016). Critical success factors in relationship
management for services outsourcing. Service Business, 10(1), 59-86.
Rialti, R., Zollo, L., Pellegrini, M. M., & Ciappei, C. (2017). Exploring the antecedents of
brand loyalty and electronic word of mouth in social-media-based brand communities:
do gender differences matter?. Journal of Global Marketing, 30(3), 147-160.

68DISSERTATION
Ritchie, J., Lewis, J., Nicholls, C. M., & Ormston, R. (Eds.). (2013). Qualitative research
practice: A guide for social science students and researchers. Sage.
Roberts, T. (2013). Understanding the research methodology of interpretative
phenomenological analysis. British Journal of Midwifery, 21(3).
Safari, M., & Safahani, N. (2015). An empirical model to explain the effects of electronic
customer relationship management on customer e-satisfaction and e-loyalty: Evidence
from Iranian service shopping websites. The Journal of Internet Banking and
Commerce.
Sallam, M. A. (2015). The effects of brand credibility on customers' wom communication:
The mediating role of brand commitment. European Journal of Business and Social
Sciences, 4(9), 164-176.
Sands, S., Ferraro, C., Campbell, C., & Pallant, J. (2016). Segmenting multichannel
consumers across search, purchase and after-sales. Journal of Retailing and Consumer
Services, 33, 62-71.
Santouridis, I., & Veraki, A. (2017). Customer relationship management and customer
satisfaction: the mediating role of relationship quality. Total Quality Management &
Business Excellence, 28(9-10), 1122-1133.
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of
brand association, brand loyalty, brand awareness, and brand image. International
Journal of Retail & Distribution Management, 43(3), 276-292.
Sheth, J. (2017). Revitalizing relationship marketing. Journal of Services Marketing, 31(1),
6-10.

69DISSERTATION
Soltani, Z., & Navimipour, N. J. (2016). Customer relationship management mechanisms: A
systematic review of the state of the art literature and recommendations for future
research. Computers in Human Behavior, 61, 667-688.
Song, W., & Sakao, T. (2016). Service conflict identification and resolution for design of
product–service offerings. Computers & Industrial Engineering, 98, 91-101.
Strang, K. D. (2015). Selecting research techniques for a method and strategy. In The
Palgrave Handbook of Research Design in Business and Management (pp. 63-79).
Palgrave Macmillan, New York.
Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2018). Employer branding: a
brand equity‐based literature review and research agenda. International Journal of
Management Reviews, 20(1), 155-179.
Trau, R. N., Härtel, C. E., & Härtel, G. F. (2013). Reaching and hearing the invisible:
Organizational research on invisible stigmatized groups via web surveys. British
Journal of Management, 24(4), 532-541.
Vaioleti, T. M. (2016). Talanoa research methodology: A developing position on Pacific
research. Waikato Journal of Education, 12(1).
van Everdingen, Y., Hariharan, V. G., & Stremersch, S. (2019). Gear Manufacturers as
Contestants in Sports Competitions: Breeding and Branding Effects. Journal of
Marketing, 83, 1-19.
Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty:
the mediator-moderator effect of brand relationships. Journal of Consumer
Marketing, 32(6), 405-421.

70DISSERTATION
Wahyuni, D. (2012). The research design maze: Understanding paradigms, cases, methods
and methodologies.
Wali, A. F., Wright, L. T., & Uduma, I. A. (2015). Customer relationship management for
brand commitment and brand loyalty. British Journal of Marketing Studies, 3(4), 45-
58.
Walliman, N. (2017). Research methods: The basics. Routledge.
Wang, S., Cavusoglu, H., & Deng, Z. (2016). Early mover advantage in e-commerce
platforms with low entry barriers: The role of customer relationship management
capabilities. Information & Management, 53(2), 197-206.
Wang, Y., Hsiao, S. H., Yang, Z., & Hajli, N. (2016). The impact of sellers' social influence
on the co-creation of innovation with customers and brand awareness in online
communities. Industrial Marketing Management, 54, 56-70.
Wheeler, A. (2017). Designing brand identity: an essential guide for the whole branding
team. John Wiley & Sons.
Yeh, C. H., Wang, Y. S., & Yieh, K. (2016). Predicting smartphone brand loyalty: Consumer
value and consumer-brand identification perspectives. International Journal of
Information Management, 36(3), 245-257.
Zalaghi, H., & Khazaei, M. (2016). The role of deductive and inductive reasoning in
accounting research and standard setting. Asian Journal of Finance &
Accounting, 8(1), 23-37.
Zheng, X., Cheung, C. M., Lee, M. K., & Liang, L. (2015). Building brand loyalty through
user engagement in online brand communities in social networking sites. Information
Technology & People, 28(1), 90-106.

71DISSERTATION
Appendices
Appendix 1
Survey questions
Brand Loyalty and customer relationship management among automotive industry UK
Demographic questions
Please specify your gender
Male Female
Please specify your age group
20-25 years
26-30 years
31-35 years
36 years and above
Please specify your monthly income
20,000-25,000 GBP
26,000-30,000 GBP
31,000-35,000 GBP
36,000 GBP and above
Are you aware about brand loyalty and customer relationship management?
Yes No Maybe

72DISSERTATION
Independent variable
Objective questions on factors of brand loyalty
(Strongly agree: 1; Agree: 2; Neutral: 3; Disagree: 4; Strongly disagree: 5)
Brand name Questions SA A N D SD
BN1 The quality of the product affect you
loyalty towards the brand
BN2 Price influences your brand loyalty
BN3 Style affects your loyalty towards the
brand
BN4 Upon visiting the store, its environment
influences your brand loyalty
Brand
promotion
Questions SA A N D SD
BP1 The advertising used for promoting the
brand affects your brand loyalty
BP2 Your trust on the brand indicates your
loyalty towards the brand
BP3 Knowledge adequacy about the brand
affects your loyalty towards the brand
BP4 Word-of-mouth influences your loyalty
towards a brand

73DISSERTATION
Service
quality
Questions SA A N D SD
SQ1 The behavior of the employees affect your
loyalty
SQ2 Prompt service of the brands influences the
brand loyalty
SQ3 Effective communication influences your
brand loyalty
After sales
service
Questions SA A N D SD
ASS1 Adequate information is given post
purchase that influence your brand loyalty
ASS2 You are attended promptly when you visit
the brand post purchase
ASS3 Post-purchase service influence your brand
loyalty
Dependent variable
Objective question for customer relationship management
(Strongly agree: 1; Agree: 2; Neutral: 3; Disagree: 4; Strongly disagree: 5)
CRM Questions SA A N D SD
CRM1 Effective communication with the brand
indicates improved customer relationship

74DISSERTATION
management
CRM2 Effective customer relationship
management indicates positive relationship
and clarity
CRM3 Customer relationship management
indicates minimal misunderstanding
between brands and customers
CRM4 The behavior of the employees determines
customer relationship management
CRM5 Positive customer relationship
management ensures improved brand
loyalty

75DISSERTATION
Appendix 2
Gender
Please specify your gender
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Female 31 31.0 31.0 31.0
Male 69 69.0 69.0 100.0
Total 100 100.0 100.0

76DISSERTATION
Appendix 3
Age group
Please specify your age group
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
20-25 years 25 25.0 25.0 25.0
26-30 years 35 35.0 35.0 60.0
31-35 years 25 25.0 25.0 85.0
36 years and
above 15 15.0 15.0 100.0
Total 100 100.0 100.0

77DISSERTATION
Appendix 4
Monthly income
Please specify your monthly income
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
20,000-25,000 GBP 23 23.0 23.0 23.0
26,000-30,000 GBP 31 31.0 31.0 54.0
31,000-35,000 GBP 24 24.0 24.0 78.0
36,000 GBP and
above 22 22.0 22.0 100.0
Total 100 100.0 100.0

78DISSERTATION
Appendix 5
Brand loyalty and customer relationship management
Are you aware about brand loyalty and customer relationship
management?
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Mayb
e 15 15.0 15.0 15.0
No 29 29.0 29.0 44.0
Yes 56 56.0 56.0 100.0
Total 100 100.0 100.0