The Influence of Customer Satisfaction on Brand Loyalty

The influence of
customer satisfaction
brand loyalty
1

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Literature review..............................................................................................................................3
Influence of customer satisfaction brand loyalty on company operation....................................3
Methodology................................................................................................................................4
Discuss.........................................................................................................................................5
Case study....................................................................................................................................6
CONCLUSION................................................................................................................................7
Recommendation.............................................................................................................................7
REFERENCES................................................................................................................................9
2

INTRODUCTION
Customer satisfaction helps in long term growth and survival of organisation as it promote
sells and profitability of firm. Most of the company formulate effective marketing strategies to
increase their brand image and customers loyalty in order to earn large amount of profitability
and market share. The objective of report is to explain importance of brand image and customer
loyalty in growth and expansion of business across various nations. The topic is importance as it
tells other company to formulate innovative and creative strategies to retain maximum
customer’s satisfaction and large amount of profitability by fulfilling needs and demand of
customers. This report discuss about influence of customers satisfaction brand loyalty of BMW
that enhance company sales volume and profitability. Section two of report content literature
review on influence of customer’s satisfaction and brand loyalty on company operation.
Methodology that is used to conduct research is briefly described in report and a little discussion
about the topic. At last various suggestion and recommendation are given so that company can
retain maximum customer’s satisfaction and increase its brand loyalty
Literature review
Influence of customer satisfaction brand loyalty on company operation
As per view of Haile and Björk, (2019) customer satisfaction, brand loyalty is important
for each and every organisation to effective operate its various function within industry. It is one
of the marketing strategies that help company in gaining competitive advantages by satisfying
needs and preference of customers beyond their expectancy. Company by continuously
innovating its products and services can meet changing customer trend and gain higher amount
of customer’s satisfaction and brand loyalty. Commitment and determination of firm to provide
qualitative, standard and innovative products influence customers to prefer products of one
company over other to fulfil their needs and demand effectively. As per Haile and Björk, (2019)
firm by investing time and effort to plan various strategies in order to retain existing customer’s
bases can easily enhance its brand loyalty and customer satisfaction. Satisfied and happy
customer promotes products and service of company to their friends and relative thus company
can easily attract new customers to make purchase and enhance its sales volume.
As noted by Karyose, Astuti and Ferdiansjah, (2017) social media has helped in
increasing customers satisfaction and brand loyalty as people by reviewing feedback of other
3