Dissertation: Brand Trust, Customer Satisfaction, and Brand Loyalty

This dissertation investigates the significant impact of brand trust and customer satisfaction on brand loyalty. The research explores the influence of brand image on consumer purchase decisions within a competitive market, emphasizing the need for companies to cultivate positive brand perceptions. The study employs a positivism philosophy, descriptive research design, and deductive approach, gathering data from 100 customers using SPSS, correlation, and regression analyses. Findings reveal a strong positive correlation between brand trust and customer satisfaction, as well as between customer satisfaction and brand loyalty. The dissertation delves into factors affecting brand trust (consistency, promotion, customer testimonials, and reputation), customer satisfaction (customer experience, convenience, logic, and responsibility), and brand loyalty (customer service, rewards, and brand trust). The study concludes by linking the findings to the research objectives, offering recommendations, and suggesting future research directions to enhance brand loyalty through trust and satisfaction. This research is aimed at understanding the effect of brand trust by the customers so that it can lead to their satisfaction and increase their loyalty towards the particular brands.

Running head: DISSERTATION
Impact of Brand Trust and Customer Satisfaction on Brand Loyalty
Name of the Student:
Name of the University:
Author’s Note:

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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.

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Abstract
The aim of the research is to understand the effect of brand trust by the customers so that it can
lead to their satisfaction and increase their loyalty towards the particular brands. The problem
statement of the research is to investigate the importance of the brand image for the consumers
and how does it affect their purchase decision of the various products and services produced by
that particular business organisation. In the contemporary time, the market structure follows the
capitalist ideology where the different business organisations are required to compete with each
other in order to earn a high margin of profit. This is important because without displaying their
products and services to the people in this age of globalization and liberalization, it would
become very difficult for the different companies to increase their sale volume. The research is
conducted by the use of methodologies such as research philosophy, research design as well as
research approach. The research philosophy considered is the positivism philosophy. The
research design is the descriptive design and the research approach is the deductive approach.
The research is conducted by gaining responses from 100 customers via the use of statistical
methods such as SPSS, correlation and regression. The data analysis shows that the correlation
between the brand trust and customer satisfaction is .898 while the relationship between the
brand loyalty and the customer satisfaction is .963. This signifies a positive and strong
correlation between the variables. The regression analysis show that the p-value is 0.000, which
implies that the alternative hypothesis of the research is applicable, and that effect of brand trust
and customer satisfaction lead to the development of brand loyalty.

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Table of Contents
Chapter 1: Introduction....................................................................................................................4
1.0 Overview................................................................................................................................4
1.1 Problem statement.................................................................................................................5
1.2 Research aim..........................................................................................................................5
1.3 Research objectives...............................................................................................................5
1.4 Research hypothesis...............................................................................................................5
1.5 Research questions.................................................................................................................5
1.6 Research rationale..................................................................................................................6
1.7 Structure.................................................................................................................................7
1.8 Summary................................................................................................................................9
Chapter 2: Literature review..........................................................................................................10
2.0 Overview..............................................................................................................................10
2.1 Conceptual Framework........................................................................................................10
2.2 Concept of brand trust.........................................................................................................11
2.3 Factors affecting brand trust................................................................................................11
2.3.1 Consistency as a factor of brand trust...........................................................................11
2.3.2 Promotion as a factor of brand trust.............................................................................12
2.3.3 Customer testimonials as a factor of brand trust..........................................................14

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2.3.4 Reputation as a factor of brand trust.............................................................................15
2.4 Concept of customer satisfaction.........................................................................................16
2.5 Factors affecting customer satisfaction...............................................................................16
2.5.1 Customer experience as a factor of customer satisfaction............................................17
2.5.2 Convenience as a factor of customer satisfaction.........................................................18
2.5.3 Logic as a factor of customer satisfaction....................................................................19
2.5.4 Responsibility as a factor of customer satisfaction.......................................................20
2.6 Concept of brand loyalty.....................................................................................................21
2.7 Factors affecting brand loyalty............................................................................................21
2.7.1 Customer service as a factor of brand loyalty..............................................................21
2.7.2 Rewards as a factor of brand loyalty............................................................................22
2.7.3 Customer satisfaction as a factor of brand loyalty........................................................23
2.7.4 Brand trust as a factor of brand loyalty........................................................................25
2.8 Benefits of brand trust and customer satisfaction on brand loyalty.....................................26
2.9 Challenges in achieving brand trust and customer satisfaction for a brand........................27
2.10 Methods of improving brand trust and customer satisfaction for achieving brand loyalty
...................................................................................................................................................27
2.11 Summary............................................................................................................................28
Chapter 3: Research methodology.................................................................................................29
3.0 Overview..............................................................................................................................29

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3.1 Research Outline..................................................................................................................29
3.2 Research Philosophy............................................................................................................30
3.2.1 Justification of the chosen philosophy..........................................................................31
3.3 Research Approach..............................................................................................................32
3.3.1 Justification of choosing the approach.........................................................................32
3.4 Research Design..................................................................................................................32
3.4.1 Justification of the research design...............................................................................33
3.5 Data Collection Process.......................................................................................................34
3.6 Techniques for data analysis................................................................................................34
3.7 Sampling techniques............................................................................................................35
3.8 Ethical consideration...........................................................................................................35
3.9 Research Limitation.............................................................................................................35
3.10 Summary............................................................................................................................36
Chapter 4: Data analysis................................................................................................................37
4.1 Overview..............................................................................................................................37
4.2 Descriptive analysis.............................................................................................................37
4.3 Inferential analysis...............................................................................................................39
4.3.1 Correlation analysis......................................................................................................39
4.3.2 Regression analysis.......................................................................................................44
4.4 Summary..............................................................................................................................48

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Chapter 5: Findings and interpretations.........................................................................................50
5.1 Overview..............................................................................................................................50
5.2 Discussion............................................................................................................................50
5.3 Summary..............................................................................................................................52
Chapter 6: Conclusion and recommendations...............................................................................53
6.0 Conclusion...........................................................................................................................53
6.1 Linking with objectives.......................................................................................................54
6.2 Recommendations................................................................................................................55
6.3 Future scope of the study.....................................................................................................57
References......................................................................................................................................58
Appendix 1.....................................................................................................................................67
Survey questionnaire.................................................................................................................67

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Chapter 1: Introduction
1.0 Overview
In the contemporary time, the market structure follows the capitalist ideology where the
different business organisations are required to compete with each other in order to earn a high
margin of profit. This is important because without displaying their products and services to the
people in this age of globalization and liberalization, it would become very difficult for the
different companies to increase their sale volume (Valtakoski 2015). One of the ways in which
this can be done is by promoting a healthy brand image of the business organisation. It is
important for the brands present in the market to create an image that is positive in nature in the
eyes of the customers so that they can be able to gain a competitive advantage over the rivals that
are present (Husseini, Zarandi and Husseini 2015). Globalization has helped most of the
companies to advertise their brands in a better manner so that the customers can be attracted
towards them. The success of the organisation depends on the degree of attractiveness that they
can create amongst the customers so that they are willing to purchase the products or the services
(Carnevale, Loureiro and Kabadayi 2018). The impact of brand loyalty can be analysed from the
fact that it enables the business to increase its sales volume which as a positive impact on the
level of profitability of the organisation. As a result, a need is felt on the part of the different
business organisations to inculcate a sense of brand trust among the different target population
who constitute the customer base of that particular industry (Alhaddad 2015). This would lead to
their satisfaction and increase their loyalty towards the particular brands.

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1.1 Problem statement
The problem statement of the research is to investigate the importance of the brand image
for the consumers and how does it affect their purchase decision of the various products and
services produced by that particular business organisation.
1.2 Research aim
The aim of the research is to understand the effect of brand trust by the customers so that
it can lead to their satisfaction and increase their loyalty towards the particular brands.
1.3 Research objectives
The objectives that will be present for this research process are as follows:
1. To understand the effect of customers on trusting the brand that leads to brand loyalty among
them.
2. To understand the satisfaction level of the customers so that it can help in increasing brand
loyalty among them.
1.4 Research hypothesis
The research would be based on the following hypothesis:
H0- The level of satisfaction and trust for the brand by the customers does not create an impact
on brand loyalty
H1- The level of satisfaction and trust for the brand by the customers creates an impact on brand
loyalty
1.5 Research questions
The questions for the research will be as follows:

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1. How does the brand trust among customers lead to brand loyalty amongst them?
2. What effect does customer satisfaction have on influencing the loyalty of customers towards
the brand?
1.6 Research rationale
Every business organisation has the main objective of increasing its level of sales
volume. For this purpose, there is a need on the part of every firm to assert its dominance over
the consumer market by ensuring that they are controlling the maximum share of this consumer
base (Portal, Abratt and Bendixen 2018). For this purpose, there is a need for the different
business organisation to embark on certain levels of activities such as that of promoting a healthy
and positive image of the brand in the minds of the customers, providing the best quality product
to the customers as well as providing certain after sales services. This is deemed as important as
very business firm of a particular industry sell their product at competitive prices due to the
capitalist nature of the market (Syed Alwi et al. 2016). Consequently, it becomes imperative for
the business organisation to try to provide other attraction to the customers apart from
competitive prices.
It is all these factors combined together that aids in the generation of a positive brand
image for a particular business organisation. The asset of most of the organisations is the brands
that are made available by them in the market for the customers to purchase (Al Abdulrazak and
Gbadamosi 2017). It helps in interlinking the companies with the customers so that the trust and
the loyalty of the customers can be built regarding the particular brand. The loyalty of the
customers towards the brand will help the companies in gaining a fair share in the competitive
market so that they can earn a better rate of return (Lassoued and Hobbs 2015). Therefore, it can

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be stated that the brands of the companies can result in influencing the decision-making capacity
of the consumers in the market.
The adoption of the various steps present in marketing by the companies helps them in
influencing the customers so that they become loyal to their particular products or services. Thus,
the significance of the study follows from the idea that the promotion of a healthy image of a
brand will help to generate feelings of trust and satisfaction among the various customers who
would then become loyal customers of the particular business organisation. This, in turn, would
lead to the increase in the sales volume of the firm, resulting in a higher form of annual return
within the organisation.
1.7 Structure
The first chapter provides a brief overview of the research and the aim of the research,
which seeks to understand the effect of brand, trust by the customers so that it can lead to their
satisfaction and increase their loyalty towards the particular brands. For this purpose, this chapter
develops certain research objectives from which the research questions follows. This chapter
provides the rationale of the research, which aids in the development of the research study in the
latter chapters.
The second chapter deals with the literature review portion of the research study. In this
chapter, the opinions of the different authors related to the various themes of the research are
looked in to in a detailed manner. The aim of this chapter is to show to the readers the existing
literature on the issue so that it is possible to understand the gap within this body of literature.
The importance of this research study follows from addressing this gap in literature.

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The third chapter provides an overview of the research methodology that is utilized in the
making of this research. The research includes the research philosophy of positivism and
deductive approach, which helps to ascertain the validity of the data. The information for
undertaking this research is gathered with the help of primary data collection where it aids in the
assessment of the outcome of the research in an effective and efficient manner.
The fourth chapter analyses the information, which has so far been collected in the
research with the aid of primary data collection where the various participants chosen were
required to answer the questions included in the questionnaire provided to them. This data is
analysed with the help of the methodologies, which has been mentioned earlier in the section of
research methodology. This chapter seeks to understand the effect of brand trust by the
customers so that it can lead to their satisfaction and increase their loyalty towards the particular
brands from the responses given by the chosen participants.
Chapter five includes the discussion portion of the research study. This chapter relates the
primary data gathered in the previous chapter of data analysis, which was analysed, with the aid
of the research methodology employed in the research study, with that of the data gathered in the
literature review section. The primary data is examined, understood and justified with the aid of
the data collected from the analysis of various literature which has already been done in this field
of study.
The concluding chapter provides a conclusion, which relates to the understanding of the
effect of brand trust by the customers so that it can lead to their satisfaction and increase their
loyalty towards the particular brands. In order to increase this aspect of brand trust among the

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target consumers, this chapter also provides certain recommendation. This chapter concludes by
providing a future scope of the study.
1.8 Summary
To summarize, this chapter provides a brief overview about the research study under
investigation, which is to understand the effect of brand, trust by the customers so that it can lead
to their satisfaction and increase their loyalty towards the particular brands. This chapter
provides the research objectives which aids in the development of the research study.

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Chapter 2: Literature review
2.0 Overview
This chapter on literature review seeks to analyse the various sources of literature that
includes data on the issue of brand trust. The research study seeks to understand the effect of
brand trust by the customers so that it can lead to their satisfaction and increase their loyalty
towards the particular brands. For this purpose, it looks in to various secondary sources such as
that of journals, articles and books that deals with the aspect of brand trust and its impact of
customer satisfaction.

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2.1 Conceptual Framework

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Customer satisfaction

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Figure: Conceptual framework
(Source: Created by author)
2.2 Concept of brand trust
Brand trust refers to the aspect of generating a positive image about the brand within the
subconscious of the individuals who forms the customer base (Han, Nguyen and Lee 2015). It is
the responsibility and the obligation of the business organisation to engage in certain actions,
which would help in the development of its image and reputation within the eyes of its target
customers. The customers, on analyzing the products and services of the concerned firm, finds
them to meet their expectations, would be satisfied with the work of the organisation. In this
sense, they would be having a sense of trust towards the brand and the products and services
produced by this said brand of business organisation.
2.3 Factors affecting brand trust
The various factors affecting the issue of brand trust are those of consistency, promotion,
customer testimonials and reputation.
2.3.1 Consistency as a factor of brand trust
In order to generate a positive image within of a brand within the minds of the target
customers, it is essential to harp on the factor of consistency. Consistency is defined to be the
aspect of the product, which includes the characteristics of quality of the product as well as the
need of the business organisation to frequently update their products and services on the needs
and desires of the customers.
The quality of the product is considered as of the most important factor determining the
positive image of the brand within the minds of the target customers. Every individual who

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purchases a product has the desire to utilize the product for a considerable period of time
(Alkhawaldeh and Eneizan 2018). In other words, the customers are always on the look out to
purchase products, which are of good quality and durable in nature. In this respect, the aspect of
retail 4.0 is increasingly becoming demanding in nature as this helps the different business
organisation to predict accurately the different intentions of the customers’ purchases (Bag,
Tiwari and Chan 2019). Without the effective implementation of this factor, the different
business organisations would not be able to maintain a positive brand image for itself, thereby
leading to the rising dissatisfaction among its target population who form the customer base for
the said organisation.
Another factor affecting the nature of consistency and durability of the product is that of
the ability of the business organisation to update their products and services frequently on the
needs and desires of the customers. For any business organisation, the process of manufacturing
of a particular product and its sales to the customers is not the only requirement (Keller and
Brexendorf 2016). There is a need on the part of such firms to update continually on the existing
product and services with the intention of providing more efficient and effective product to the
consumers. In this sense, according to Izzai et al. (2016), there is a need on the part of every
business organisation to maintain its consistency with regard to brand imaging by frequently
updating its product and services for the satisfaction of the consumers. Without the effective
implementation of this factor, the different business organisations would not be able to maintain
a positive brand image for itself, thereby leading to the rising dissatisfaction among its target
population who form the customer base for the said organisation.

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2.3.2 Promotion as a factor of brand trust
In order to generate the positive image of a brand within the minds of the target population of
customers, it is important to promote the various products and services sold to the people by the
way of promotion. This promotion of brand can be done, such as endorsing the brand with the
aid of celebrities and by spreading information about the brand through positive word of mouth
in various ways.
The endorsement of the brand by the different celebrities has always had a huge positive
impact on the image of the brand. According to Pradhan, Duraipandian and Sethi (2016), the
common people who form part of the target consumer base are of the perception that if a brand is
good enough to be used by a particular celebrity, then the products and services sold by that
brand can also be good enough for them. This flows from the fact that the various celebrity
figures are often looked upon as role models by the common people of the world. As a result,
brands are often found to be engaging various celebrities to endorse their products in lieu of
payment, in order to heighten up the image of the brand and reverence for it in the minds of the
individuals. Without the effective implementation of this factor, the different business
organisations would not be able to maintain a positive brand image for itself, thereby leading to
the rising dissatisfaction among its target population who form the customer base for the said
organisation.
However, according to Markovic et al. (2018), another method of promoting the various
brands of the different business organisation is that of spreading information about the brand
through positive word of mouth. This is important as the customers have a tendency to believe
what their near and loved ones have to say about a particular product and the company, which
has manufactured it (Markovic et al. 2018). Customers put a lot of importance on the feedback

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provided by the other customers who had purchased that brand. According to Karjaluoto,
Munnukka and Kiuru (2016), customers always want value for their money. Hence, they want to
be confident about the product and ensure from beforehand that the product purchased by them is
of good quality. This is possible through the positive word of mouth about the particular brand.
Without the effective implementation of this factor, the different business organisations would
not be able to maintain a positive brand image for itself, thereby leading to the rising
dissatisfaction among its target population who form the customer base for the said organisation.
2.3.3 Customer testimonials as a factor of brand trust
The trust generated for a particular brand depends upon the positive feedback provided
by the customers who had already purchased the product and had used them. Moreover, it is
essential that the business organisation is able to build an emotional trust with its target
customers. These two factors form part of customer testimonials, which is essential for building a
positive image about the brand.
The feedback about the products of a particular brand from the customers who have
already used the product has a considerable impact on the image of the brand. If the feedback is
positive in nature, then there is a high probability that the products of the business organisation
would be sold at a rapid pace as the other people of the target consumer base would be able to
purchase the product and services. Without the effective implementation of this factor, the
different business organisations would not be able to maintain a positive brand image for itself,
thereby leading to the rising dissatisfaction among its target population who form the customer
base for the said organisation.

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However, as argued by Hung and Lu (2018), there is a need on the part of the business
organisation to build an emotional trust with its target consumers. If the business organisation is
able to build a positive relation and bond with its customers, then there is a probability on the
part of such customers to be loyal to the brand. In other words, the customers would purchase
such products and services from this business organisation on a repetitive manner, thereby
ensuring brand loyalty (Fatma, Rahman and Khan 2015). Without the effective implementation
of this factor, the different business organisations would not be able to maintain a positive brand
image for itself, thereby leading to the rising dissatisfaction among its target population who
form the customer base for the said organisation.
2.3.4 Reputation as a factor of brand trust
For inspiring trust of the customers towards a particular brand, it is important to ensure
that the business organisation has a positive reputation in the market place. The reputation of any
business organisation depends upon the two interrelated factors of bringing value to the client
and that of taking stand of the identified issues related to the brand and its products and services.
Value to the client means that the brand should be able to provide certain importance to
its target consumers. The products and services sold by the particular brand needs to be of use to
the clients (Pappu and Quester 2016). In this respect, the reputation of the brand would rise when
the customers are of the idea that the products sold by the business organisation serve their
purpose. Without the effective implementation of this factor, the different business organisations
would not be able to maintain a positive brand image for itself, thereby leading to the rising
dissatisfaction among its target population who form the customer base for the said organisation.

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However, as argued by Sasmita and Mohd Suki (2015), it is essential for a particular
business organisation to take stand on the certain identified issues regarding the products and
services, which are sold by it. In this respect, if any fault or defect with respect to any product
manufactured by that particular business organisation is brought to the attention of the firm, then
the firm should be quick to provide an effective response in order to solve the issue.
A positive and quick response on the part of the organisation would lead to the formation
of a positive image of that particular brand. Without the effective implementation of this factor,
the different business organisations would not be able to maintain a positive brand image for
itself, thereby leading to the rising dissatisfaction among its target population who form the
customer base for the said organisation.
2.4 Concept of customer satisfaction
It can be defined as the level of happiness that the customers get by using the particular
products that are being provided by the organisation sin the market. The level of satisfaction of
the customers can only be met when the companies can understand the needs and demands of the
customers in a proper manner. This understanding by the companies will help them in gaining a
upper hand in the market, as it will result in reducing the level of competition as well (Han and
Hyun 2015). Most of the customers try to increase their perceptions and expectations regarding
the product of the brand through effective word of mouth from their families or relatives.
They also get the information from the promotional activities that are undertaken by the
companies in the market (Hill and Brierley 2017). The level of satisfaction regarding a particular
product or service by the customers can be enhanced by informing them regarding the features
that are available in the products by the companies. The loyalty of the customers towards a

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particular product can be increased that will help in purchasing the products on a repeated
manner (Hill and Brierley 2017).
2.5 Factors affecting customer satisfaction
The various factors that affect the level of customer satisfaction include those of
customer experience, convenience, logic and responsibility. The combination of all these factors
enable the different brands to ensure that their target customers are left satisfied and content after
the purchase of their products and services.
2.5.1 Customer experience as a factor of customer satisfaction
The experience of the customers depend on the twin factors of personalized services by
brands which are provided to the different customers for their satisfaction and that of all day
accessibility to customer service so that when the customers run in to any trouble, they can easily
seek the help of the business organisation.
The personalized services that are provided by the brand of a particular business
organisation includes those of after sales services as well as certain pre sales services (Kasiri et
al. 2017). Pre sales services refer to those services, which are provided by the business
organisation before a product, or service is sold. According to Bienstock, Mentzer and Kahn
(2015), in this manner, this service provided by the business firm is peculiar only to that business
organisation and hence, the customers feel satisfied with the level of help provided by the
company. Without the effective implementation of this factor, the different business
organisations would not be able to maintain a positive brand image for itself, thereby leading to
the rising dissatisfaction among its target population who form the customer base for the said
organisation.

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However, as argued by Kaura, Durga Prasad and Sharma (2015), the factors of
accessibility to customer service are considered to be the most important factor for generating
customer satisfaction. The customers must be assured of the fact that they have the opportunity
to seek the aid of the business organisation during the occurrence of any problem related to the
product purchased from that particular brand. In this respect, efficient supply of such after sales
services has a positive reflection on the brand image of the firm (Kumar et al. 2019). Without the
effective implementation of this factor, the different business organisations would not be able to
maintain a positive brand image for itself, thereby leading to the rising dissatisfaction among its
target population who form the customer base for the said organisation.
2.5.2 Convenience as a factor of customer satisfaction
The factor of convenience which has the ability to influence the level of satisfaction
experienced by the customers who are purchasing the product of a particular brands, includes the
characteristics of benefits that are offered to the customers as well as effectively handling the
post purchasing issues that may be experienced by the customers.
For increasing its sales volume, a particular business organisation believes in the aspect
of providing certain benefits to the customers who are purchasing the goods and services from
the said business (So, Danaher and Gupta 2015). In this respect, the business aims at providing
certain benefits, which are not provided by the other competitors in the market. As a result, the
customers are attracted by these benefits, believing that in their cost-benefit analysis, they are the
ones benefiting from the purchase. As a result, according to Yang et al. (2017) they are highly
satisfied with the offering of such benefits. Without the effective implementation of this factor,
the different business organisations would not be able to maintain a positive brand image for

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itself, thereby leading to the rising dissatisfaction among its target population who form the
customer base for the said organisation.
However, according to Szwejczewski, Goffin and Anagnostopoulos (2015), the
functioning of a business organisation does not end with the selling of a particular product and
service to the customers. A respectable business organisation always seeks various methods by
which it can provide for the satisfaction and happiness of the customers. This includes the aspect
of handling the post purchasing issues that may be experienced by the different customers. This
takes the form of after sales services. The efficient supply of such after sales services has a
positive reflection on the brand image of the firm (Pan and Nguyen 2015). Without the effective
implementation of this factor, the different business organisations would not be able to maintain
a positive brand image for itself, thereby leading to the rising dissatisfaction among its target
population who form the customer base for the said organisation.
2.5.3 Logic as a factor of customer satisfaction
The purchase of a particular product by the different customers from a specific brand is
dependent on several factors, two of them being the emotional satisfaction of the student and the
rational satisfaction of the customers.
After the purchase of the products and services from a particular brand of business
organisation, it is essential that the customers must feel emotionally content with the
characteristics of the said product or service (Kim, Vogt and Knutson 2015). This is essential
because unless the customers do not feel content, there is a high probability that they would no
longer purchase from the same brand. As a result, according to Basit and Durrani (2018), there is

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a need on the part of the brand to ensure that they are able to live up to the expectations of their
loyal customers.
However, as argued by Ladhari, Souiden and Dufour (2017), it is noticed that customers
are usually driven by their income motives in the sense that they are able to purchase only those
products, which are affordable, by them. In this sense, the customers are largely driven by the
aspect of rational satisfaction (Elsäßer and Wirtz 2017). If a particular product belonging to a
particular brand is overpriced and therefore cannot be afforded by the customers, then there is a
high probability that the customers would no longer purchase from the same brand.
2.5.4 Responsibility as a factor of customer satisfaction
It is the prime responsibility of any business organisation to provide honesty and
assurance to its target customers. The brand image of any firm depends upon the good quality of
products that are provided by the firm. Moreover, the business organisation needs to assure the
customers that they would be honest in the pricing and services provided by them.
An honest business might find it quite difficult to establish itself in the market in this age
of competitive pricing and capitalist market structure (Sengupta, Balaji and Krishnan 2015).
However, this is the main requirement of the customers. According to Fonia and Srivastava
(2017), the customers are always on the search of a business organisation that would be able to
provide quality goods and services to them at the correct prices. Often times it is observed that
the firms in the market are only concerned with the generation of revenue. In this respect, they
usually compromise on the quality of the goods and services, which are provided by them, and
hence, has a serious adverse impact on the brand image of that particular business organisation.

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However, as argued by Santouridis and Veraki (2017), it is opined that it is the value of
assurance, which is considered as one of the most important requirement of the customers. The
customers are always desirous to purchase products, which are durable in nature and have the
ability to provide service to them for a long period of time (Sitorus and Yustisia 2018). Without
the effective implementation of this factor, the different business organisations would not be able
to maintain a positive brand image for itself, thereby leading to the rising dissatisfaction among
its target population who form the customer base for the said organisation.
2.6 Concept of brand loyalty
The commitment of the consumers towards a particular product that is available in the
market irrespective of the competitive market that are being offered at a cheaper price show the
level of brand loyalty. The measurement of brand loyalty takes place through word of mouth,
level of satisfaction that the customers are achieving by using the product and their sensitivity
towards the prices of those brands (Pappu and Quester 2016). Most of the customers in the
modern world have a better knowledge of understanding regarding the brands that they want to
purchase from the market so that their needs and demands can be fulfilled in a proper manner.
They are also able to understand the price, quality and the characteristics of the product before
they make the purchase so that they can maximize the utilization of the product for the price that
they are paying for it.
2.7 Factors affecting brand loyalty
The various factors that affect the concept of brand loyalty include customer service,
rewards, customer satisfaction and that of brand trust.

27DISSERTATION
2.7.1 Customer service as a factor of brand loyalty
The aspect of loyalty towards a particular brand depends upon how well the business
organisation serves its customers. Simply selling the products at a price lower than the other
firms within the same industry, it not enough. The customers are of the desire that efficient
service would be provided to them whenever they are in the need of so. In this respect, the
customers are desirous of pre-sales services as well as after sales services.
Pre sales services refer to those services, which are provided by the business organisation
before a product, or service is sold (Fu et al. 2017). For instance, this refers to the level of
advertising campaign provided by the firm in order to exaggerate up its sales. Such pre sales
services have a significant impact on the image of the brand. Without the effective
implementation of this factor, the different business organisations would not be able to maintain
a positive brand image for itself, thereby leading to the rising dissatisfaction among its target
population who form the customer base for the said organisation.
However, as argued by Sands et al. (2016), after sales services refer to those services
which are provided by the business organisation after the product is sold to the customers. The
responsibility of any firm does not end with the sale of its products and services. They have
certain obligations even after the selling period in order to ensure the effective working of the
products sold to the customers. This results in the provision of after sales services to the
customers. The efficient supply of such after sales services has a positive reflection on the brand
image of the firm. Without the effective implementation of this factor, the different business
organisations would not be able to maintain a positive brand image for itself, thereby leading to
the rising dissatisfaction among its target population who form the customer base for the said
organisation.

28DISSERTATION
2.7.2 Rewards as a factor of brand loyalty
Often times it is observed that through the provision of rewards to the customers, the
aspect of brand loyalty is promoted among the minds of the individuals. This system of rewards
includes that of providing certain discounts and offers to the customers and loyalty bonuses to
the people.
Discounts and offers refer to the aspect of providing a particular good or service to the
customers at a price lower than that prevailing in the market place, without compromising on the
quality of the product. According to Mendez et al. (2015), moreover, the concerned business
organisation can also provide certain offers to the customers, in the form of providing another
benefit to the customers like a free product or service to the customers. This has a positive
impact on the brand image of the organisation, as the customers are left satisfied with the
additional offers and discounts. Without the effective implementation of this factor, the different
business organisations would not be able to maintain a positive brand image for itself, thereby
leading to the rising dissatisfaction among its target population who form the customer base for
the said organisation.
However, as argued by Empen, Loy and Weiss (2015), another factor, which plays a
significant role in the field of reputation and its promotion for brand image of the business
organisation, is that of providing loyalty bonuses to the customers. Often times it is observed that
the concerned business organisation provides certain loyalty bonuses to the customers who have
already previously purchased from the concerned business. Due to their loyal nature, the
concerned firm provides certain bonus to such customers in the form of giving them special
additional discount or gifting them another product or service for their endeavor. Without the
effective implementation of this factor, the different business organisations would not be able to

29DISSERTATION
maintain a positive brand image for itself, thereby leading to the rising dissatisfaction among its
target population who form the customer base for the said organisation.
2.7.3 Customer satisfaction as a factor of brand loyalty
The level of satisfaction experienced by the different customers concerning the products
and services manufactured by a particular business organisation largely affects the formation of
brand image within the minds of the individual. Customer satisfaction is largely shaped by the
factors of experience and convenience as observed by them by dealing with the concerned firm.
While purchasing a particular product or service from a business organisation, the
customers experience certain feelings of gratitude or are left disgruntled. According to Diallo and
Lambey-Checchin (2017), this depends upon the actions of the said firm and of the behavior of
the sales people who are engaged with the activity of explaining the characteristics of the
products to the customers. A positive experience of such customers during their purchase of the
goods and services, have a positive impact on the brand image of the business organisation. This
follows from the fact that the customers are satisfied by purchasing their goods and services.
Without the effective implementation of this factor, the different business organisations would
not be able to maintain a positive brand image for itself, thereby leading to the rising
dissatisfaction among its target population who form the customer base for the said organisation.
However, as argued by Umashankar, Bhagwat and Kumar (2017), the customers are also
influenced by the aspect of convenience. If the goods and services manufactured by a particular
business organisation is of convenience to the customers in the sense, that they can be used
frequently and quite effectively by them, then the customers are left happy and satisfied. Such
consumers are of the idea that the business organisation is able to produce those goods, which

30DISSERTATION
are desired by them. Since the concerned business organisation is able to meet the requirements
of the customers, the consumers find such products and services to be highly convenient to them.
Consequently, a positive brand image is imbibed within the subconscious level of the people.
Without the effective implementation of this factor, the different business organisations would
not be able to maintain a positive brand image for itself, thereby leading to the rising
dissatisfaction among its target population who form the customer base for the said organisation.
2.7.4 Brand trust as a factor of brand loyalty
The factor of brand trust is important to promote brand loyalty among the target
consumers of a business organisation. Brand trust includes the characteristics of testimonials and
that of consistency.
The aspect of testimonials refers to the positive word of mouth from the customers who
have already purchased the products of a firm from beforehand. According to McCall and
McMahon (2016), testimonial is important as the customers have a tendency to believe what
their near and loved ones have to say about a particular product and the company, which has
manufactured it. Customers put a lot of importance on the feedback provided by the other
customers who had purchased that brand. Customers always want value for their money. Hence,
they want to be confident about the product and ensure from beforehand that the product
purchased by them is of good quality (Atwal and Williams 2017). This is possible through the
positive word of mouth about the particular brand. Without the effective implementation of this
factor, the different business organisations would not be able to maintain a positive brand image
for itself, thereby leading to the rising dissatisfaction among its target population who form the
customer base for the said organisation.

31DISSERTATION
However, as argued by Hill and Brierley (2017), in order to generate a positive image
within of a brand within the minds of the target customers, it is essential to harp on the factor of
consistency. Consistency is defined to be the aspect of the product, which includes the
characteristics of quality of the product as well as the need of the business organisation to
frequently update their products and services on the needs and desires of the customers. If the
concerned business firm is able to manufacture a durable good and is efficient in maintain the
updates of the particular good at regular intervals, then the consistency of the particular product
would be maintained (Srivastava and Kaul 2016). This would have a positive impact on the
brand image of the same business organisation. Without the effective implementation of this
factor, the different business organisations would not be able to maintain a positive brand image
for itself, thereby leading to the rising dissatisfaction among its target population who form the
customer base for the said organisation.
2.8 Benefits of brand trust and customer satisfaction on brand loyalty
The significance of generating brand trust b a particular business organisation can be
analysed from its impact upon the customers and on the aspect of brand loyalty. If a particular
business organisation is able to generate brand loyalty in the sense that it is able to provide
effective goods and services to its customers, then the customers would be satisfied with the
concerned brand (Bowen and Chen McCain 2015). Brand trust is created by ensuring the supply
of good quality of products and services by the concerned brand. Moreover, it is essential that the
business organisation should be able to provide certain pre sales services in the form of discounts
and offers, which would aid in attracting the customers. Furthermore, according to Seng et al.
(2016) in order to create trust in a brand, the firm should be able to provide efficient after sales
services to its customers. There might arise certain times when after the purchase of a particular

32DISSERTATION
product from the concerned firm, the customers might experience problems about its utilization.
During such times, it becomes imperative for the brand to provide certain after sales services to
such customers by providing efficient post purchase handling issues. It has been observed that
when brands are able to provide all these services besides the provision of good quality products
and services, the customers are left highly satisfied and content. Moreover, if the customers are
able to trust a brand, it follows from here that the customers become loyal buyers of a particular
brand (Rahimi and Kozak 2017). They are no longer doubtful about the quality of the brand or of
the services provided by the business organisation. Therefore, brand trust has an effective and
positive impact on the high level of customer satisfaction and has proved to be important for the
generation of feelings of brand loyalty.
2.9 Challenges in achieving brand trust and customer satisfaction for a brand
There are various challenges that can be noticed in the achievement of brand trust and
customer satisfaction for a particular brand. Every business organisation who wants to create a
reputation for itself within the market place has the motive of creating a positive image for itself.
However, certain obstacles can be noticed in the generation of brand trust and customer
satisfaction for a brand. For instance, often times it is noticed that a particular business
organisation may end up providing a defective product to its customers. According to Štrach and
Kincl (2015), the firm may have done it unintentionally but it poses a serious repercussive action
on the level of customer satisfaction. In the event of repetition of this action, the customers
gradually end up losing faith in the particular brand and they might be left disgruntled and
disillusioned.

33DISSERTATION
2.10 Methods of improving brand trust and customer satisfaction for achieving brand
loyalty
In order to overcome the various challenges that might affect the formulation of loyalty
and trust for a brand, several methods can be observed. According to Zameer et al. (2019), the
aspect of making customer, service a top priority is essential. Customers are considered to be the
king of the marketplace and hence, it is important, that their wishes should be prioritized.
However, as argued by Cook (2017), it is believed that the brands should provide consistent and
durable goods to the customers. For improving customer satisfaction, it is important that their
feedback should be taken in to consideration (Shen and Tang 2018). This would enable the
different firms to understand the desires and needs of the customers. Moreover, according to Lee
et al. (2016), the satisfaction of the customers and the generation of a positive brand image of a
particular organisation, depends upon the nature of professionalism of the employees. It is
observed that if the employees behave in a courteous and generous manner, they are able to form
positive relation with the customers (Delcourt et al. 2016).
2.11 Summary
To summarize, this chapter provides an overview of the different sources of literature,
which have dealt with the issue of brand trust, customer satisfaction and brand loyalty.
Moreover, this chapter also looks in to several important challenges that might prove to be
difficult to overcome in the event of generating customer satisfaction and brand loyalty. This
chapter also provides a brief overview of the different Methods of improving brand trust and
customer satisfaction for achieving brand loyalty.

34DISSERTATION
Chapter 3: Research methodology
3.0 Overview
The following chapter is named research methodology. The chapter would be discussing
about the various techniques and tools that would be used to conducting the research, analyzing
the research results, and completing the research with successful efforts (Kumar 2019). The
flowing chapter would be thoroughly defining each of the research methodologies that would be
used for conducting the research and completing the analysis of the research. Therefore, the
chapter would be used for highlighting all the several principle characteristic of the
methodologies. The researcher would also be explaining the reasons behind the selection of the
research methods that would be used in the paper (Mackey and Gass 2015). This process would
help in justifying the application.
The success rate of the research would likely to fail if there is no proper execution of
accurate research methodologies. In essence, to that, there is also discussion of all the ethical
attributes that have been followed in the paper while conducting the research to find the
ultimatum result. Moreover, the report also includes a thoughtful explanation by the researcher
that explains the limitation of the research that has been potentially levelled out while analyzing
the result of the research (Silverman 2016). This process has been conceding the worth of the
work to some extent.
3.1 Research Outline
The success of the research is highly dependable on the fact that the research
methodologies have to be applied with acute accuracy and persistent focus (Flick 2015). In
essence, of this case, when the light is shined upon the aim, objective, and the hypothesis of the

35DISSERTATION
research, it could be analysed that the researcher has been using positivism philosophy. The use
of this kind of philosophy would be helpful in the approach of deductive and a critical approach
towards explaining the research design descriptively. Moreover, the researcher has also been
using techniques for collecting primary data for every aspect of the research in this case.
There also have been approach of collecting data with the help of survey research
strategy. The researcher have selected a sample size of 100 people that are prominent user of
online fashion clothing, with the help of random techniques of sampling (Taylor, Bogdan and
DeVault 2015). The use of aforementioned methodologies have also been justified in the in the
research. The justification has provided an opportunity for the fulfilment of the research aim and
objectives that are provided by the researcher. It also has been used for proving the justification
of the research hypothesis.
The applications that were prominently selected by the researcher for using as research
methodologies are also been rationalized by the researcher for the completion of the work with
successful efforts (Alvesson and Sköldberg 2017). The success of the research have been abiding
along with the ethic of the research and addressing the accessibility problems during the
conduction of the research.
3.2 Research Philosophy
The following aspect of the topic would be helping in discussing the critical approach
towards the philosophy that is used by the researcher in this case (Ledford and Gast 2018).
Research philosophy provides the scope for the researcher, which enables them for highlighting
the development of knowledge that would further help the researcher in gathering the data for the

36DISSERTATION
case. The philosophies that have been used in this particular case are quite relatable to the
theories of positivism, realism, and pragmatism.
The philosophy of positivism is used mainly in the researches that are based on the
primary data collected. The sample of the research has to be quite large and the research process
that is made for the con ducting the research should be highly structured (Bauer 2014). The
philosophy of realism is different from the previous use. They use less number of samples for the
research and all the objectives that are to be taken up for the research have been answered with a
theoretical approach. The last philosophy that is being used in the research, the pragmatism
philosophy is considered mixture of many kinds of philosophy that have the foundation build on
the base of realism theory and positivism theory.
3.2.1 Justification of the chosen philosophy
The following process of the research is entirely based on the grounds of positivism
philosophy (Choy 2014). This particular philosophy is entirely based on the techniques that
would help the researcher to analysis a much larger data that have been collected from a larger
sample size. The philosophy process is also helpful for answering research process in a correct
manner by assessing all the objectives that are intended to make the research more accurate and
variable. The positivism philosophy is also helpful for the researcher to analysis and evaluated
the various other results that are based on the aspect of statistics. The methods that are used in
the philosophy process is not particularly based on the aspect of social beliefs and norms that is
present regarding the topic that have been chosen for the research.

37DISSERTATION
3.3 Research Approach
The approach of the research that have been taken up by the researcher in the following
repot is base in the processes of deductive and inductive processes. The inductive process is one
of a kind that could be used in the research approval. The process is used as it does not take any
consideration of the various new ideas that comes along with the questions that have been taken
up for the analysis of the theories that are meant to establish on the basis of the data collected for
the research (Smith 2015).
Another approach that has been taken in the research is known as deductive process. The
process is particularly based on the on the aspect of collecting the data regarding the questions
which have been taken up on the basis of the research which already have been defined
(McCusker and Gunaydin 2015). The approach is also helpful for testing the research validity by
the virtue of the data that have been collected from the sample of the study.
3.3.1 Justification of choosing the approach
The research is basically based on the approach of deductive approach. This particular
kind of approach has been selected as the data that have been collected in the research is to be
analysed and evaluated on the cognitive method of collecting the data. The particular approach is
also helpful for validating the questions (Isaacs 2014). These questions can also be judged in a
proper manner with the help of deductive approach. Thus, deductive approach would be helpful
in the particular research methodologies.
3.4 Research Design
In the particular research paper, there could be the use of two kind of research design in
the process. These two kinds of research proposal that is used in the following paper is

38DISSERTATION
descriptive and exploratory process. These two kinds of research designs would be helpful for
the analysis of the research proposal and conducting the research in a proper manner. It is to be
understand that the purpose of the research is helpful for the highlighting all the steps that have
been taken or would be taken to analysis and execute the objective of the particular research and
is helps to address them in a proper and effective manner. It also helps in explaining the
objectives that the researcher has been taken up for conducting the research (Mukhopadhyay and
Gupta 2014).
On the other hand, another kind of research design that could be taken into account is the
exploratory purpose. The exploratory purpose is also helpful in making an effort in the process of
the research and also have been used for making a development for getting new answers from the
investigations of the topic that have been taken up for the researcher. However, the destructive
process is of other kind. It provides the ability to the researcher for gaining valuable insight. This
would be an advantage as with this purpose, the questions of the research would be explained in
a more accurate manner.
3.4.1 Justification of the research design
The research design that has been taken up in the account for using the particular research
methodology would be the deductive purpose. The following purpose would be of great use, as it
would help the researcher in addressing the questions that have to be analysed for the research.
The purpose is also helpful in analyzing the loyalty of the customers whether they are being
influenced by the any kind of brand (afWåhlberg 2017). The loyalty of the customers is also
helpful for the researcher to estimate whether the loyalty of the consumers is based on brand
satisfaction or not in essence to any kind of particular product of the associated brand or
company.

39DISSERTATION
3.5 Data Collection Process
In the particular research paper there is the analysis of two different kinds of data
collection process that could be used in the research methodology process. These two kinds of
data collection process that could be used are primary and secondary process. The data that is
collected in a directly from the research participants is known as primary data. The data that is
being collected from other sources like books magazines, journal articles and websites of the
company is known as secondary data (Wildemuth 2016).
The particular research would be done with the use of primary data. Primary data would
be used as it is helpful for analysing the research in a more effective manner. The researcher is
entitled to select each individual for conducting the survey based on knowing their preferences
regarding their fashion senses. It would also help in knowing how much the customers are loyal
towards the particular brand they almost prefer to wear all the time (Azhdarzadeh et al. 2015).
3.6 Techniques for data analysis
In the following research methodology, there are two kinds of data analysis techniques
that have been used. The following techniques are quantitative and qualitative manner. In the
case of qualitative data analysis technique, the researcher focuses on the quality of the data and is
depicted by analyzing the transcript (Isaacs 2014). On the other hand, in the case of quantitative
data analysis technique the researcher emphasises on the quantity of the data. The data collected
has to be analysed using appropriate data analysis techniques.
The particular process that is used in the research would be done based on qualitative
analysis. The researcher would be using coagulate and regression process. The coagulate process
would be helping the researcher for analysis and estimating the hypothesis of the research and

40DISSERTATION
the regression process would be used as it is more better than the Chi Square process. The Chi
Square process does not cover all the aspects of the research.
3.7 Sampling techniques
The techniques for sampling are of particularly two types. These are non-probability and
probability techniques. The probability technique is used when the sample individuals are
considered in the research process selected on the same grounds. The non-probability technique
is used when the respondents do not have equal chances to be selected for the research.
The research sampling technique in the process would be probability techniques as the
sample to be used for the research is of 100 customers that would be used for conducting the
survey.
3.8 Ethical consideration
The research that is being conducted need to be made by taking into account various
ethical considerations. One of the most important research ethics includes keeping the data and
the identity of the respondent confidential. It is the job of the researcher that the data that is being
conducted from each individual does not leak in the open ((Azhdarzadeh et al. 2015). In addition
to, the researcher has to ensure that the respondents participate in the data collection process
willingly. Forcing the respondents to be a part of the data collection process is against the
research ethics.
3.9 Research Limitation
In essence, to carrying the research, the researcher is entitled to keep some limitation
while working so that there is no harm to the quality of the work. It should be kept in mind that
the research is mainly based on the use of secondary data (Isaacs 2014). Therefore, there should

41DISSERTATION
not be any use of secondary data while collecting data for using in the research. The time of the
research should also be kept in mind by the researcher, as it should be completed within a period.
3.10 Summary
The research is mainly based on online shopping customers and their fashion senses.
There are various research methodologies that have been used in the following report. Thus, the
chapter have been thoroughly discussing about the various aspects that is needed for the analysis
of the research.

42DISSERTATION
Chapter 4: Data analysis
4.1 Overview
The chapter provides an overview of the results that have been obtained from the
respondents. The results are discussed in a comprehensive manner and the impact it has on the
topic is highlighted. At the same time, statistical analysis is made in the form of correlation and
regression that highlights the relationship between variables and helps in linking the variables.
4.2 Descriptive analysis
Demographic analysis

43DISSERTATION
The demographic analysis helps to understand the general responses that can be
associated with the research. These general responses help in determining the target responses
and likewise analyse the impact it has on the development of the brand loyalty. The demographic
analysis determines the gender, age group and the monthly income of the people.
The first question determines the gender of the population sample. It is seen from the
analysis that the majority of the population is male (64%). This indicates that the male
population consider the brand trust to be important for the development of loyalty. At the same

44DISSERTATION
time, satisfaction of the customer is considered as high that helps in the development of brand
loyalty among the male population.
The second question that is analysed is the age group of the people. This is important in
order to understand the maturity level of the people that are involved in the survey. From the
analysis, it is seen that half of the percentage of the population ranges between 22-26 years of
age. This signifies the fact that the young people are more concerned about their satisfaction and
the trust they have on the brand in order to be loyal to it. This is an indication that brands need to
be work on the factors that affect the development of trust as well as the customer satisfaction.
The third question highlights the monthly income generated by the respondents. The
reason for conducting this analysis is to determine the rate at which the respondents can spend on
a brand if it meets its criteria. From the analysis, it can be seen that 48% of the people earn a
monthly salary of 23,000GBR-26,000GBR. This indicates that the monthly income is high and
that if brands manage to develop its trust and customer satisfaction factors in an effective manner
then the loyalty would increase. Along with this, the profit of the brand would increase as well.
4.3 Inferential analysis
4.3.1 Correlation analysis
The analysis of the co-relation assists in determining the strength that exists between the
variables of a research. One of the reasons behind conducting the co-relation analysis is that it
can help in understanding and accessing the relationship that exists between the variables of a
research. The values that range between -1 to +1 help in determining the analysis associated with
the co-relation. It has been seen that considering the value of the co-relation analysis a positive

45DISSERTATION
relation between the variables of the research can be made. The association of the positive
relation can be made if the value of the correlation figures is found between 0 to +1.
Along with this, co-relation value analysis ranging from -1 to 0 is considered to form a
negative relation among the variables of the research. On the other hand, no relation is said to
exist if the value of co-relation value is considered as 0. It is said that if the value of co-relation
analysed is more than 0.7, indication is that the engagement of the variables have a strong
relationship with one another. For conducting this particular analysis, co-relation between brand
trust, customer satisfaction, and brand loyalty is determined.
Correlations
Brand_trust Customer_sati
sfaction
brand_loyalty
Brand_trust
Pearson Correlation 1 .878** .898**
Sig. (2-tailed) .000 .000
N 100 100 100
Customer_satisfaction
Pearson Correlation .878** 1 .963**
Sig. (2-tailed) .000 .000
N 100 100 100
brand_loyalty Pearson Correlation .898** .963** 1

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Sig. (2-tailed) .000 .000
N 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
The analysis shows the correlation between the two of the variables with brand loyalty.
The first variable that is the brand trust is shown to have .898 values, which indicates a positive
relation between the variables. As stated earlier, any value that is more than 0.7 displays a
positive impact on the correlation and a strong relation between the variables. At the same time,
the analysis of the second variable indicates that a value .963 is even stronger than the first
variable. The analysis is made between the brand loyalty as well as the customer satisfaction.
The value indicates that the customer satisfaction have a high impact on retaining the brand
loyalty of the people.
From the analysis of the literature review, it has been seen that brand trust is an important
aspect that need to be taken into account for the development of brand loyalty. In the words of
Han, Nguyen and Lee (2015) brand trust refers to the aspect of generating a positive image about
the brand within the subconscious of the individuals who forms the customer base. Therefore, it
can be said that without brand trust it can be difficult for the organisations to maintain the loyalty
of the customers. Hence, a strong correlation is required for the development of the trust of the
customers.
Brand trust can be obtained if the customers, on analysing the products and services of
the concerned firm, find them to meet their expectations. From the analysis of the data analysis,
it can be seen that the factors that affect brand trust have been met with positive reviews. As
stated by Alkhawaldeh and Eneizan (2018) every individual who purchases a product has the

47DISSERTATION
desire to utilize the product for a considerable period. This can be related to the quality of the
product and the fact that it can help in the development of customer satisfaction can be
associated with the progress of the brand.
It is for this reason that the strong associated between brand trust and brand loyalty is
high mainly because brand trust leads to frequent update of products and services. In the words
of Keller and Brexendorf (2016) along with the observations made by Izzai et al. (2016), it is
seen that the process of manufacturing of a particular product and its sales to the customers is not
the only requirement. Rather than this focus needs to be made to continually update on the
existing product and services so that efficient and effective product to the consumers can be
provided.
This can help in the development of the development of trust and ensue that the
consumers remain loyal towards a particular product. Along with this from the analysis of the
literature review, it has been seen that Markovic et al. (2018) stated that customers have a
tendency to believe what their near and loved ones have to say about a particular product. Such
perception can create a sense of doubt or can ensure the development of trust among the
customers. Therefore, as observed by Karjaluoto, Munnukka and Kiuru (2016), customers
always want value for their money. Hence, it can be said that word of mouth, as a factor is
essential for the development of brand loyalty.
The next variable that has been analysed is that of the customer satisfaction. As
mentioned earlier, the association between the customer satisfaction and the brand loyalty is
stronger than that seen with brand trust. This is mainly because despite the trust put on a brand
the ultimate loyalty lies in the fact the loyalty of a customer is maintained only after the level of

48DISSERTATION
satisfaction has been achieved. Han and Hyun (2015) customer satisfaction can help customers
gain an upper hand in the market and reduce the level of competition.
Customer satisfaction refers to the level of happiness that the customers get by using the
particular products that are being provided by the organisation in the market. Therefore, it can be
said that without the proper level of happiness it can be difficult for organisations to maintain the
loyalty of the customers. Hill and Brierley (2017) stated that the loyalty of the customers towards
a particular product can be increased that will help in purchasing the products on a repeated
manner. Therefore, the strong association seen from the correlation analysis is mainly due to the
factors that affect the development of customer satisfaction.
Kasiri et al. (2017) is of the opinion that some of the factors that lead to the satisfaction
of the customers include the experience received, convenience of the product or service, logical
reasoning and application of the product and service along with the responsibility it has towards
maintaining sustainability and providing satisfaction to the user. The combination of all these
factors enables the different brands to ensure that their target customers are left satisfied. The
reason for the correlation being strong is the fact that the experience of the customers depend on
the twin factors of personalised services by brands. As seen from the analysis of the literature
review as well as the data analysis, service provided by the business firm is peculiar only to that
business organisation. Therefore, Bienstock, Mentzer and Kahn (2015) rightly pointed out the
fact that customers feel satisfied with the level of help provided by the company.
However, as argued by Kaura, Durga Prasad and Sharma (2015), the factors of
accessibility to customer service are considered as the most important factor for generating
customer satisfaction. This is mainly because every customer needs to have the opportunity o

49DISSERTATION
gain assistance from the business organisations after the sale of its products. Kumar et al. (2019)
such after sales services can help in the creation of positive image on the customers. This in turn
can lead to customer satisfaction and due to this, it can be said that the association between the
customer satisfaction and the brand loyalty is strong.
4.3.2 Regression analysis
The regression analysis is done in order to determine the null hypothesis, which indicates
a significant difference that exists between two or more variables that are usually involved with a
research. The null hypothesis is usually rejected if the p-value generated is seen to be less than
0.05. In such occasions, it is necessary to accept an alternate hypothesis so that a significant
difference between the variables can be indicated. This is then considered for the significant
completion of a research.
At the same time, it can be said that an acceptance of the null hypothesis can be made if
the obtained result of the p-value is more than 0.05. The significant result of the p-value is
usually determined by analysing the level of confidence level, which is stated as 95%. In trying
to understand the impact of brand trust and customer satisfaction on brand loyalty, the regression
analysis is undertaken so that determination of the link between the factors is made in order to
understand the impact.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .969a .939 .938 .30677

50DISSERTATION
a. Predictors: (Constant), Customer_satisfaction,
Brand_trust
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 141.699 2 70.850 752.865 .000b
Residual 9.128 97 .094
Total 150.827 99
a. Dependent Variable: brand_loyalty
b. Predictors: (Constant), Customer_satisfaction, Brand_trust
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
T Sig.
B Std. Error Beta
1 (Constant) .014 .079 .173 .863

51DISSERTATION
Brand_trust .248 .056 .230 4.409 .000
Customer_satisfaction .744 .051 .761 14.560 .000
a. Dependent Variable: brand_loyalty
The regression analysis is done in order to determine the hypothesis of the variables. The
analysis of the regression shows that the value is 0.000. This indicates that a strong relation and
link exists between the variables and that effectiveness of the variables on one another can be
considered as null. In this case, it can be said that the alternative variable that is considered for
the research. In this case the alternative variable is that the level of satisfaction and trust for the
brand by the customers so that an increase in brand loyalty can be maintained among them.
As stated earlier, in order to ensure that brand loyalty is maintained, the brand trust and
customer satisfaction plays a significant role. From the literature review, it is seen that
Alkhawaldeh and Eneizan (2018) considers the quality of the product as of the most important
factor determining the positive image of the brand within the minds of the target customers.
Therefore, maintaining the quality of the product is essential so that compatibility between the
two factors can be identified that can help in the development of the success of the customers.
At the same time, it has been stated at the literature review that the customers are always
on the look out to purchase products, which are of good quality and durable in nature. This
accompanied by pocket friendly prices provides customers with the level of satisfaction needed
for maintaining loyalty towards a brand and ensure that the trust on the brand is maintained. Bag,
Tiwari and Chan (2019) accurate predictions of the different purchases help in increasing the
intention of the maintaining loyalty with the brand.

52DISSERTATION
It has also been seen that the promotion of a brand helps in its development and people
associated with the brand ensure that information be spread around quickly for the brand to be
endorsed. Thus, endorsement by celebrities or word of mouth can help in the development of the
brand loyalty and trust. However, as observed by Pradhan, Duraipandian and Sethi (2016) the
common people that form part of the target consumer base are of the perception that if a brand is
good enough to be used by a particular celebrity.
Along with this, it is seen that the testimonials presented by the customers help in
increasing he brad trust. The feedback from the customers is it positive or negative creates a
sense of perception among the people and help in the development of emotional trust. Positive
brand image is necessary to be built so that the target customers can purchase the products at a
rapid pace. As stated by Fatma, Rahman and Khan (2015) without the effective implementation
of this factor, the different business organisations would not be able to maintain a positive brand
image, which may lead to the rise of dissatisfaction among the customers. If the business
organisation is able to build a positive relation and bond with its customers, then there is a
probability on the part of such customers to be loyal to the brand.
Customer satisfaction also plays a vital role in developing a strong regression and to
ensuring that an alternate hypothesis plays an important part for the development of the brand
loyalty. Kaura, Durga Prasad and Sharma (2015) is of the opinion that accessibility to customer
service is considered to be the most important factor for generating customer satisfaction. The
after sales services of the customers can be considered as an important factor that can help in the
development of customer satisfaction and brand loyalty. As stated by Kumar et al. (2019)
without the effective implementation of this factor, the different business organisations would

53DISSERTATION
not be able to maintain a positive brand image for itself, thereby leading to the rising
dissatisfaction among its target population who form the customer base for the organisations.
Convenience can be considered as another factor that can help in the development of the
loyalty of the customers. For example, the benefits that are offered to the customers as well as
effectively handling of the post purchasing issues may be experienced by the customers, which
may lead to development of loyalty. In this regard, analysis from the literature review from the
works of So, Danaher and Gupta (2015) show that brand image can be increased if the brands are
of the belief that providing certain benefits can help in the development of business. These
benefits may include providing a proper after sales service as well as proper quality of the
products with the best prices.
As a result, according to Yang et al. (2017) the customers remain highly satisfied with
the offering of such benefits. Therefore, it can be said that the work of an organisation does not
end only with the sale of a particular brand. The after sales service can help in the development
of brand loyalty, which ultimately may lead to the development of customer satisfaction. Hence,
as stated by Basit and Durrani (2018) it can be seen that the reason for the strong association of
the factors helps to ensure that they are able to live up to the expectations of their loyal
customers.
4.4 Summary
It can be summarised from the analysis that it is important for customers to remain loyal
based on the trust generated from the brand. The factors that are associated with the development
of brand trust as well as the customer satisfaction can be associated with the loyalty of the brand.
The analysis show that a strong connection exists between the factors and that the null

54DISSERTATION
hypothesis is rejected. Hence, the alternate hypothesis can be considered as for understanding the
impact of brand trust and customer satisfaction on the brand loyalty.

55DISSERTATION
Chapter 5: Findings and interpretations
5.1 Overview
The chapter provides a discussion and interpretation from the data analysis. The chapter
identifies the proper links that exist between factors so that the responses can be justified.
Furthermore, the chapter links with the objectives that are made so that the analysis undertaken
in the literature review as well as the data analysis section can be linked to form specific
discussions.
5.2 Discussion
Based on the analysis of the data and the literature review, discussion can be made about
the effectiveness of brand loyalty and the manner in which it can be useful for the development
of customer satisfaction. It has been stated by Han, Nguyen and Lee (2015) that every
organisation need to create a brand image that can help in its development in the competitive
market. In this regard, it can be said that the development of brand trust is important mainly
because it can help in the development of the brand loyalty.
Alkhawaldeh and Eneizan (2018) is of the opinion that quality is important, as customer
perceive a good quality product that can help in the development of the loyalty among the brand.
However, Bag, Tiwari and Chan (2019) is of the opinion that along with quality it is also
necessary that the price of the products be aligned so that customers can understand the value of
the product. Without proper utilisation of two of the most important factors, it can be difficult to
gain the trust of the customers.

56DISSERTATION
Along with this, Keller and Brexendorf (2016) is of the opinion that regular update of the
products need to be made so that the customers remain aware of the changes that take place in
the products. This can also be termed as maintaining relationship with the customers after the
sale of a product. It can be seen from the analysis of the literature review that promotion and
endorsement is important for the development of brand loyalty. Pradhan, Duraipandian and Sethi
(2016) is of the opinion that the endorsement need to be made either by using social media
platform or via word of mouth.
Markovic et al. (2018) is of the opinion that customers put a lot of importance on the
feedback provided by the other customers who had purchased that brand. This is possible
through the positive word of mouth about the particular brand. This often leads to effective
purchase of products and can help in the development of customer satisfaction. Therefore, as
stated by Karjaluoto, Munnukka and Kiuru (2016) it is essential that the testimonials of the
customers be preserved and used effectively so that trust on a brand can be applied. The
feedback about the products of a particular brand from the customers who have already used the
product has a considerable impact on the image of the brand.
Along with this, the value provided to the clients need to be emphasised based on the fact
that effective implementation of the brand trust may lead to the development of identifiable traits
that can be used for effective brand loyalty. Therefore, it can be said that owing to the
development of these factors the association between the brand trust and the brand loyalty is
strong. This justifies the fact that in order to gain the satisfaction of the customers it is necessary
that the brand loyalty be maintained by ensuring that the brand trust is maintained among the
customers.

57DISSERTATION
Kasiri et al. (2017) is of the opinion that the experience of the customers plays an
important role in the development of customer satisfaction. The experience can be in the form of
purchasing the products or services on a first hand basis or from the endorsement via word of
mouth. Bienstock, Mentzer and Kahn (2015) is of the opinion that the services provided by the
organisations need to consider the experience and the worth of the customers. The benefits
offered to the customers in the form of discounts can be taken into consideration while trying to
develop a proper base for the foundation of customer loyalty.
However, according to Szwejczewski, Goffin and Anagnostopoulos (2015) the benefits
can stretch towards the after sales services so that the customers can develop loyalty towards the
brand based on the relationship maintained with them. Hence, it can be said that based on these
analysis the strong correlation and the development of the alternative hypothesis can be made.
5.3 Summary
Based on the discussion, it can be said that brand trust have a huge impact on the
development of brand loyalty among customers. Customer satisfaction can be endorsed only if
an organisation manages to maintain the brand trust that can reach the level expected by the
customers. Furthermore, it can be said that each of the factors have a significant impact on
customer satisfaction and thus the impact on brand loyalty is high.

58DISSERTATION
Chapter 6: Conclusion and recommendations
6.0 Conclusion
From the information presented in the previous sections of the study, it can be concluded
that both brand trust and customer satisfaction has an impact on brand loyalty. Customers are one
of the significant external stakeholders that determine the success of the brands, as having loyal
customers helps in gaining competitive advantage. It is necessary for the brands to aim towards
ensuring customer satisfaction as this helps in developing trust on the brands gradually thereby,
achieving brand loyalty. The main issue identified is that brands fail to develop brand trust and
satisfaction, as they emphasise more on market and the competitors rather than the customers,
their demands and requirements. Potential factors affecting brand trust and customer satisfaction
has been discussed that has an influence on the brand loyalty. Therefore, undertaking the
research provided an opportunity for the researcher to determine the impact of brand trust and
customer satisfaction on customer loyalty.
Both co-relation and regression analysis highlights that brand trust and customer
satisfaction has an impact on brand loyalty. The co-relation value obtained between brand trust
and brand loyalty is .898 and between brand loyalty and customer, satisfaction is .963 thereby,
signifying strong association, as the value is more than .7. Therefore, it can be said that brand
loyalty can be achieved by the brands if they are able to establish and ensure brand trust and
satisfaction successfully. On the other hand, the p-value obtained after the regression analysis
is .000 that is less than .05 thereby, signifying significant difference. The p-value of .000
indicates that the null hypothesis has been rejected and the alternate hypothesis has been
accepted.

59DISSERTATION
This suggests that the null hypothesis formulated for this study that the level of
satisfaction and trust for the brand by the customers does not create an impact on brand loyalty is
rejected. The alternate hypothesis that states the level of satisfaction and trust for the brand by
the customers creates an impact on brand loyalty is accepted because the p-value is less than .05.
Therefore, the brands need to emphasise on developing and establishing brand trust and customer
satisfaction successfully for achieving brand loyalty that is crucial for conducting business,
surviving the competitive market and gaining competitive advantage.
6.1 Linking with objectives
Objective 1: To understand the effect of customers on trusting the brand that leads to
brand loyalty among them
Objective 1 is linked with section 2.3 and 2.7 of the literature review section. These
sections talk us through the different factors that affect and influence brand trust that should be
offered by the brand continuously. Failure in achieving brand trust affects brand loyalty
negatively, as the customers feel their needs and demands are not significant for the brand and
hence not followed. On the other hand, the survey questions developed on brand trust and brand
loyalty highlights the different factors that are necessary in ensuring loyalty and trust for a brand
and failure in fulfilling the factors have a negative impact on the loyalty towards the brand.
Objective 2: To understand the satisfaction level of the customers so that it can help in
increasing brand loyalty among them
Objective 2 is linked with section 2.5 and 2.7 in the literature review section. These two
sections shed light on the factors affecting customer satisfaction and brand loyalty by critically
evaluating the opinions and views of different authors. This helps in understanding the

60DISSERTATION
significance of the customer satisfaction factors that help in achieving brand loyalty. The survey
questions developed on customer satisfaction and brand loyalty aim towards understanding the
impact of customer satisfaction in achieving brand loyalty by determining the impact of the
factors on each other.
6.2 Recommendations
From the identified issues, the suitable recommendations included are:
Making customer service a priority
One of the best ways that can be used by the brands to ensure brand loyalty is by making
customers the top priority. The brands will have to provide prompt service to the customers both
before and after the sales. The customers should not be given delayed service and the brands will
have to follow up with the customers regularly because this will provide an opportunity to be
aware of the needs and demands of the customers continuously. As a result, the brands will be
able to incorporate the changes in their products thereby, developing brand trust and satisfaction
that will eventually lead to brand loyalty.
Being consistent
Developing brand loyalty is a continuous process and for this, the brands will have to
ensure and maintain consistency in terms of the products, the quality and price. The brands will
have to ensure that the all the products reaching the customers are of standard quality and are
available at affordable prices. This is because the customers are spending both time and money
for selecting a product and buying it. Therefore, the brands will have to ensure that products
offered meet the basic standard that is expected by the customers and the brands should aim
towards surpassing the customer expectations in order to gain brand loyalty.

61DISSERTATION
Asking for advice and listening to it
Another significant method of improving brand loyalty is making the opinion and
feedback of the customers the topmost priority. The brands will have to make an effort and
strategy that will facilitate and provide an opportunity to consider the feedbacks and take advice
from the customers and incorporate those advices accordingly and conveniently. As a result, the
customers will be able to see the changes they wanted in the products consistently. This will
make the customers feel valued and significant continuously thereby, improving brand loyalty
for the customers.
Standard product quality
As the customers are spending both money and time on the products before purchasing,
they expect the products they will be provided will be worth the resources spent by them.
Keeping this thought into account, the brands will have to offer products that meet the basic
quality in terms of the materials used, design and price. This will help the brands to develop trust
on their products gradually that will turn into loyalty. Delivering standard product quality will
help the customers fulfill their purpose in the long-term thereby, making the brand their first
choice in the future and giving them competitive advantage.
Improving employee professionalism
Employees are one of the major internal stakeholders who represent the company in front
of the target customers. Therefore, it is advisable that the brands will have to improve the
professionalism of the employees, as this will help in better employee-customer interaction. The
employees will develop characteristics such as patience and effective communication that will
facilitate the establishment of strong, close and positive relationship between them. As a result,

62DISSERTATION
the customers will develop a successful emotional bonding with the brands that will promote and
influence positive brand trust and customer satisfaction thereby, ensuring brand loyalty.
6.3 Future scope of the study
From the data analysis, it can be seen that the majority of the customers participated were
male aged 22-26 years with a monthly income of 23,000-26,000 GBP. Therefore, it can be said
that in future, research can be conducted based on the female employees of different group and
monthly income in the UK. Additionally, in the future, research can also be conducted by
considering the male customers of different age group and monthly income. This is because the
brand trust and customer satisfaction factors affecting brand loyalty of a specific age group might
vary from another age group that provides a scope of future study for the researchers.

63DISSERTATION
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Appendix 1
Survey questionnaire
Demographic questions
What is your gender?
Male Female
Which age group do you belong to?
22-26 years 27-31 years 32-36 years 37 years and above
What is your monthly income (GBP)?
23,000-26,000 27,000-31,000 32,000-36,000 37,000 and above
Independent variable
Objective questions on brand trust
Consistency Questions SA A N D SD
C1 I am happy with the quality of the products
offered by the brand
C2 The brand takes into our consideration
regularly for modifying their product
Promotion Questions SA A N D SD
P1 The brand uses celebrity endorsements

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P2 Positive word-of-mouth affects my brand
trust
Customer
testimonials
Questions SA A N D SD
CT1 The brand takes into account our feedbacks
and reviews
CT2 The emotional connection with the brand
affects my trust
Reputation Questions SA A N D SD
R1 The brand brings value to use that affects our
trust
R2 The brand takes prompt action on the issues
we face
Objective questions on customer satisfaction
Customer
experience
Questions SA A N D SD
CE1 The brand offers personalized services to us
CE2 The products of the brand are accessible

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throughout the day
Convenience Questions SA A N D SD
CV1 We are offered snacks and drinks during our
visit to the store
CV2 Effective after sales services is offered by the
brand
Logic Questions SA A N D SD
L1 The products offered by the brand are
emotionally satisfying
L2 The products offered by the brand are
rationally satisfying because the price is
affordable
Responsibility Questions SA A N D SD
R1 The brand is honest about their services and
products
R2 The brand provide us product assurance
Dependent variable

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Objective questions on brand loyalty
Customer
service
Questions SA A N D SD
CS1 The brand provides us effective pre-sales
services
CS2 The brand provides us effective post-sales
service
Rewards Questions SA A N D SD
RW1 We are given loyalty bonus
RW2 We are offered various discounts throughout
the year
Customer
satisfaction
Questions SA A N D SD
CS1 We had a pleasant experience while using the
brand
CS2 Effective after sales services is offered by the
brand
Brand trust Questions SA A N D SD

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BT1 The brand takes into account our feedbacks
and reviews
BT2 I am happy with the quality of the products
offered by the brand
Impact of brand trust and customer satisfaction on brand loyalty
Brand trust
and
customer
satisfaction
Questions SA A N D SD
BC Brand trust and customer satisfaction affects
brand loyalty