This literature review investigates the influence of customer satisfaction on brand loyalty, using Aston Martin as a case study. It explores the significance of customer satisfaction in business, the concept of brand loyalty, and strategies to improve customer satisfaction. The research aims to understand the impact of customer satisfaction on brand loyalty and includes research questions and objectives. The methodology section outlines the research philosophy (positivism), approach (inductive), strategy (survey), and data collection methods (primary and secondary). The review also acknowledges research limitations and provides references to relevant academic sources. The study aims to provide insights into how customer satisfaction influences brand loyalty within the context of a luxury automotive brand.
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