A Comprehensive Study of Customer Satisfaction and Brand Loyalty

This research project delves into the multifaceted aspects of customer satisfaction and its profound impact on brand loyalty within a business context. It begins with a comprehensive literature review, exploring key concepts such as customer satisfaction, customer expectations and needs, and brand loyalty. The research identifies the significance of customer satisfaction in driving business success and explores various methods for enhancing it. Furthermore, it examines the impact of customer satisfaction on organizational brand loyalty, highlighting the importance of repeat customers, competitive differentiation, and overall business growth. The project employs a detailed research methodology, analyzing data through frequency distribution tables to provide insights into customer perceptions and preferences. The discussion section synthesizes the findings, focusing on themes related to customer satisfaction, brand loyalty, and their implications for business strategy. The report concludes with actionable recommendations for businesses to improve customer satisfaction and foster stronger brand loyalty, ultimately leading to enhanced organizational performance and competitive advantage. The document provides valuable insights for students.

Research Project - Customer
satisfaction

Table of Contents
LITERATURE REVIEW................................................................................................................3
Customer satisfaction.............................................................................................................3
Customer expectation and needs............................................................................................4
Brand loyalty..........................................................................................................................4
Recognize the significance of customer satisfaction in business...........................................6
To identify various methods for increasing customer satisfaction.........................................8
Impact of customer satisfaction on organizational brand loyalty.........................................10
RESEARCH METHODOLOGY...................................................................................................16
DATA ANALYSIS AND FINDINGS..........................................................................................25
Frequency Distribution Table...............................................................................................25
DISCUSSION................................................................................................................................51
Theme 1: Customer satisfaction along with their expectation and needs............................51
Theme 2: Concept of Brand loyalty.....................................................................................52
Theme 3: Significance of customer satisfaction in business................................................53
Theme 4: Various methods for increasing customer satisfaction.........................................54
Theme 5: Impact of customer satisfaction on organizational brand loyalty........................55
CONCLUSION AND RECOMMENDATION.............................................................................56
Conclusion............................................................................................................................56
Recommendation..................................................................................................................59
REFERENCES..............................................................................................................................61
Appendix........................................................................................................................................64

LITERATURE REVIEW
Customer satisfaction
As per the view of Yi and Nataraajan (2018), Let first discuss what is customer and
satisfaction? Consumer are those people who make the final consumption of the goods and
services by paying the amount for it. Satisfaction means fulfilling the needs and wants of the
person. So together Customer satisfaction is defined as measurement techniques which is used by
the company to know how happy the consumer is when they purchase goods and services from
the organisation. Today's market is based in consumer, buyers are the king of market and every
organisation works to satisfy their consumer so that they can gain the market share. The
satisfaction level of the purchaser is being measure by various techniques like survey, face to
face interaction, filling the form etc. These all help the business to make the necessary
improvement about the product so that they can meet with the needs and wants. Satisfying the
customer is applied to all the sector whether it be a retail, wholesale or the company (El-Adly,
2019). Using various tool first company analysis the need of the buyer in the market and then
produce the product according to them. This is one of the vital process which helps to get the
indication about purchase intention and loyalty. If the consumer are satisfy with the purchase
them it will help the organisation to increase the brand loyalty. In turn it will enhance the growth
and revenue. One of the important tool theta can be used by every organisation is CSAT i.e. is
Customer satisfaction score survey. In this company can ask their customer to rate their
satisfaction level using a scale of 1 to 5. There are some of the advantages of customer
satisfaction as it will help to maximise the customer lifetime value, if the buyers satisfaction
level is high then it will help the company to gather the customer which will be lifetime loyal for
the organisation. It will also help the business to cut the cost which are required to incurred to
chase the new buyer. Lifetime customer will buy the goods and service for the specific business
again and again, this will help in increasing the return on investment which indirectly help the
business to gain more profit out of it. This also increase the sale of the company because if the
buyer are satisfy by the amount they paid then they will make their purchasing over and will also
increase the mouth publicity which will help the company to get new consumer and this directly
enhance the sale and will maximise the revenue of the company. The next benefit that can be
gained by this is maximising the brand image of the company. In recent era it is very important

to enhance the brand image because this will help the company to fight with the surrounding in
more effective and efficient manner. This not only help to gain opportunity but will assist in
gaining the competitive advantage from the competitor in such a way that it will become difficult
for them to compete (Rita, Oliveira and Farisa, 2019).
Customer expectation and needs
According to Seetharaman and et. al (2019), Customer expectation means the set of
behaviour that is expected by the consumer when they are interacting with the organisation.
Customer need means the things that is requires by them when the buy good. The basic
expectation and the needs of the buyers are price and the quality of the product. These two factor
plays a major role in the needs and wants of the purchaser. In this research he company the is
chosen is Kanaknidhi enterprise. The company produce the Mannequins, the mannequins that is
produced is for female, male and kids. The needs of the consumer from this company is
providing the model of different colour, size and fit. The consumer of these company will be the
the store who want to display their catalogue through using the fashion models. Customer
expectation are of different types like core expectation which means nucleus belief for the
product offer such as that they can easily communicate using the mobile phones or internet with
the manufacturer, as the company is suited in Gujarat so they need to be so profound that buyers
can easily interact with them. Next is Service expectation which means the experience that they
get when they buy the product. If the product is god but the service, they get while making the
purchase is also one of the type of customer expectation. So mannequins will provide the best
sale service to the buyers (Ma and Ren, 2018).
Brand loyalty
In the view of Atulkar (2020), Brand loyalty is the positive approach in the eye of the
organisation. The more the brand loyalty, the much market growth of the business. Brand loyalty
is defining as a technique which help to measure the level of attachment of buyer towards the
particular brand. Buyer who are loyal for the specific company then this will help the company
as purchaser will make a repeated purchase of the goods and services. The business makes a
huge investment in marketing so that they can maximise the brand loyalty and also increase the
brand awareness of the company. If the people are so loyal about the brand, then they will buy
the good in respect of the price and convenience. This will also help the company to gain the

competitive benefit in this dynamic environment. Brand loyalty is done by attracting the
consumer in making an innovative message, ideas, content so that they can target the specific
customer and in wide section. There is certain factor that influence the loyalty, these are:
Product quality: If business manufacture high quality goods and services then the
customer satisfaction will enhance which directly maximise the brand loyalty. As there are such
measures which helps the organisation to manage brand loyalty as for some customer’s quality is
regarded as the major aspect which lead the customers to manage their buying decisions.
Brand image: The more image of the brand the buyer will become more loyal toward the
company and will buy the product. Brand image helps the business in such a manner that
prominent edge can be received by the organisation in terms of gaining high customers. This is
analysed that brand image is the major aspect which is related with acquiring market image and
when an organisation is having significant brand image which means that the organisation will
have separate market edge.
Perceived value: The next factor which influence the brand loyalty is that the price that
is offered by the company and the amount paid by the buyer. Customer paying capacity is always
match to the value of the product. This will satisfy the customer purchasing power and will
enhance the trust (Kim, Choe and Petrick, 2018). The customers are related with gaining
perceived value in which the customers may take decision in terms of buying and this is the
aspect in which customers are associated with managing their needs and demands in appropriate
manner.
Switching Cost: This is also important as if the purchaser will get the same product in
cheaper price and the quality will match the brand product then they will switch to that
organisation. So it very important to pay attention on the price of the product from the
competitor. When customers are having zero switching cost then this is easier for the customers
to switch and this is regarded as the situation in which businesses may face issues. When
customers are not thinking regarding switching cost then they have higher brand loyalty towards
a brand. This is the scenario in which customers try to develop their belongingness towards the
brand and would be helpful in gaining benefits. This is stated that with the help of such
minimised switching cost but also retaining customers is one of the significant movement which
is related with managing customers and their needs.

There are various type of brand loyalty. Some of them are as follow:
Hard core loyal: These are those buyer who are so loyal to the company that they will
buy the product again from the same organisation and are strongly exponent towards the
business.
Spilt loyal: When the consumer are loyal for two to three brand and they have high
goods and service preferences.
Shifting loyal: These are those people who keep on switching from one brand to another.
They buy the branded product but from different companies.
Switchers: When the consumer are not loyal fro any brand and always look for the
product which is cheap in price.
Brand loyalty is very important in this fast changing environment, were taste and preference of
the buyers keeps on changing. There are certain benefits of brand loyalty as it will save the cost
which is required to be invested by the business to retain their buyers for longer time period. It
will also increase the marketing as mouth publicity of the company will automatically take place,
organisation need not to invest more of promotion (Joseph, Sivakumaran and Mathew, 2020).
Recognize the significance of customer satisfaction in business
According to Ilyas and et. al (2021),Customer satisfaction is keen so that the organisation
can retain the old buyers as well as can retained the new consumer for their goods and service.
Gone are the days when buyers purchase anything that is available. In the recent time the
consumer has wide option for the same product so it is very vital for the company to satisfy their
customer. They look for those product which is best in quality as well as they are satisfied by the
amount that they pay. If the buyers are satisfied with the product then company can get so many
benefits out of it. Some of them are:
Repeated customers: One of the significance of Customer satisfaction is that company
get the repeated customer. So if the buyers of the Kanaknidhi is satisfy by the goods and service
they offer then they will get the same consumer over and over. Kanaknidhi can know about the
satisfaction level of the buyers then they can know the buying round is through CSTS. This will
help the brand to know whether the consumer will buy in the future or not. This will also help to
retain there buyers from longer period of time. This Repeated customer will also act like an
assets for the Kanaknidhi (Huang, Lee and Chen, 2019). th

Competition differentiator: Today's era is so competitive. Every company fight to get
the number one position in the market. So in this huge competition customer satisfaction act as a
focal point for the brand. So if the customer satisfaction of Kanaknidhi is high then they can be
easily be differentiate from their competitors. This will also help the company to gain more
market share and increase the sale of the company. Competition differentiator will also help the
Kanaknidhi to be strong and be at the positions were no other company of Mannequins can
compete with them and customer will also prefer them among the other. Customer satisfaction is
highly important and significant for business organisation as it helps them in increasing their
sales and profitability. Competitors of an organisation love when other business provides bad
services as well as products, so they can swoop in along with convince customers to provide
them a try instead. Along with this, customers can feel a large difference between brands which
value their experience as well as brands that don’t. Therefore, customer satisfaction highly
significant for business organisation in attainment of competitive advantages as well as
maintaining strong brand position in marketplace.
Decrease the negative publicity: When the customer is unhappy with the brand product,
then they will give bad comments upon the goods and services of the company. So it is very
important for the company to satisfy their customer so that negative publicity of the brand cab be
eliminated. Customer satisfaction also act as promotional tool, the more happy the buyer, much
publicity can be done. One of the promotional activity that is done by them is mouth publicity. In
recent era mouth publicity is the key tool of marketing which help the company to gain more
customer and done marketing without incurring any cost (Park and et. Al, 2019). This is related
with managing market image and when an organisation is associated with significant publicity
aspects then this will lead into managing customer satisfaction.
Decrease customer churn: Customer churn means the degree of percent of consumer
that stop buying or using the company's goods and service for some time period. Customer
satisfaction plays a significant role were they reduce the customer turnover so that they market
share will remain same. For Kanaknidhi it is very important to minimise the churn because the
company manufactured those product were the competitor is low. So if it will increase then it
will affect their profit as well as their performance. This discontinue of the buyer is a great loss
for the brand and this will also decrease their image in the market (Slack and Singh, 2020).
When customers are happy with organisational offerings then this will lead the organisation to

manage their customer churning in which an organisation can manage customer satisfaction
level. With the help of customer satisfaction this is easier for the organisation to minimise
customer churning and this would be helpful in managing customers to longer duration of time.
Retention of the customer: Retaining the buyer for longer period helped the company to
achieve their goals and objective by enhancing the sale f the organisation. This not only help in
attaining the goals but also cut the cost which was required to gain more new purchaser for the
business. If Kanaknidhi will retain the buyer then this will help the company to cut the cost to 6-
7 times which is incurred to gain more new customers. This will also help the company to invest
that amount to improve the satisfaction level of the existing buyers in more better ways.
Customer loyalty: When the customer is satisfied by the product of the brand in terms of
quality and the price, then they will become loyal for the company. Customer loyalty is so
important that it help to grow in the future in more effective way. These loyal consumer will
make repeated purchase which will increase the sale and profit of the company. Loyal customer
are the main factor of the enhancing revenue for the organisation. So Kanaknidhi need to satisfy
their customer because it will help them to gain more loyal buyer for their mannequins and
increase the revenue which can be invested to expand their business in different parts
(Golovkova and et. Al, 2019). with the help of customer satisfaction this is easier for the
business to manage customer loyalty as this assists the business to take
Support pillars: One of the major significance of customer satisfaction for Kanaknidhi is
that it will act as a pillar at the time of uncertainty. If any crisis occurs while running the
company, theses purchaser will support the business as they care for the brand and will ready to
cope up the company from the threats. Because these satisfy customer trust the business and will
understand about any uncertainty. They will strongly cope up with the business and will do
whatever they can do for the organisation. In this fast changing environment, uncertainty can be
arose anytime so if customer will act as pillar then they can fight with the threat in more effective
manner (Zhou and et. Al, 2019).
To identify various methods for increasing customer satisfaction
As per the view of Hallencreutz and Parmler (2021), In this competitive market it is very
important for the brands to use various tools and techniques through which they can improve the
level of satisfaction of their buyers in great manner. The power of customer satisfaction is so
high that in this era they play a vital role for the company. Retaining the buyer and adding new

ones is beneficial for the business so that they can increase the production level and enhancing
the profit margin for there organisation. This profit that they can be used to do the market
research so that desire and wants of the buyer can be get according to the future need .
Some of the ways through which customer satisfaction can be improve are:
Understand the customer: The foremost factor that can be used by the company to
improve the level of satisfaction is that they should understand the buyers in more better way.
Understanding the consumer is very focal because the product is always consumed by the buyer
and if that is not made according to their desire then they will feel unhappy or unsatisfied.
Kanaknidhi should adopt this strategy as it will improve their understanding and will help them
to deliver the best experience to the buyers. Knowing the consumer help the business to connect
with them and make strong relationship and communication (Lucini and et. Al, 2020).
Provide Omni channel support: The next strategy that can be provide by the Kanaknidhi
is that they can deliver the Omni channel support to their buyers. In one of the study it is been
found that this is the best way to improve the customer satisfaction. This means the giving
service were the customer are, no need for then to make the physical appearance to
communicate. Omni Channel support will help the Kanaknidhi to streamline all the network like
text, email, phone, social media to make interaction. This strategy will boost the business
credibility. This will help the buyer to gain more insight about the brand profile and products.
Chatbots system: Kanaknidhi should designed their own chatbots so that they can provide
instant solution to the problem of the buyers. Instant reply is very important to satisfy the buyer,
if company does not do this then the customer will get frustrated and will make a bad reflection
of the business in their mind. Response time plays a vital role in satisfaction level. If this is
developed by the brand then the level of fulfilment will be high and they will become loyal about
the company's goods and services. There are so many option of chatbots like live chat, email,
customer support number and many more (Goshime, Kitaw and Jilcha, 2019).
Using customer etiquettes: It is very important for the business to use the proper norms,
ethics and values while they are making any transaction or communication with the buyers. It is
found that if proper ethics are not followed by the brands then the consumer will stop making
any purchase with the company. Kanaknidhi should use the proper etiquettes so that they can
improve the customer satisfaction. They will need to set some rule and regulation while they are

delivering services to the buyers. Some ethic are, language, using proper words and phrases,
listen properly, offering gratitudes and maintaing opacity.
Providing feedback option: having the feedback is one of the strategy that will help the
company to know about the brand products and service. This will also help to know the
satisfaction of consumer. If Kanaknidhi want to improve the level of customer satisfaction then
they need to provide an option to the purchaser so that they can give their view point. This
feedback need to be address by them in more effective manner because if the problem of the
buyer about the goods get solved then this will help them to build a strong relationship . This will
also develop a sense of belongingness (Zhang, Zhang. and Zhang, 2019).
Help the customer to help themselves: Another great factor that can be use to improve the
satisfaction level of the buyer is providing self service to them. This concept will work to
minimise the gap that arose between customer services. Kanaknidhi should designed there own
self service customer portal so that buyer can solve their problem by themselves. Some of the
self services tools are users forums, videos, tutorial guide and many more. This will help the
customer to gain the detail knowledge about the product use, date of manufacture, benefits of
using it and many more. This will help in enhancing the level of customer satisfaction toward the
brand and gain more market share.
Measuring the customer satisfaction: If the customer satisfaction is not measured on
regular basis then this will affect the performance level of the brand. It is very important for
Kanaknidhi to analysis the level on regular basis so that necessary steps can be taken by them to
improve the customer satisfaction. This will also help the brand to gain the opportunity and
remove the threats that are being placed. If this is done then it will give detail insights into the
business performance. There are so many tools that can be used to evaluate the degree some of
them are customer satisfaction surveys, customer satisfaction score, Net promoter scores,
Customer efforts score, social media monitoring and many more.
So theses all are the strategy that can be used by the company to improve the customer
satisfaction and gain the brand image (Solimun and Fernandes, 2018).
Impact of customer satisfaction on organizational brand loyalty
There is an positive relationship between the customer satisfaction and brand loyalty. If the
satisfaction level of the buyer increases then automatically the brand loyalty will enhance. The

quality and the price of the goods and services depends upon the customer satisfaction and in
return they are related to loyalty. In many of the research it is found that buyer satisfaction
influences the brand loyalty which in turn impact the profit of the company. If consumer are
satisfied by the goods and service they receive then they will become loyal, will make repeated
purchase. This repeatedly purchase increases the sale of the company. If the sale of the company
will enhance then the revenue will be increased. The company thus invest this in providing more
valuable product and enhance the fulfilment level. Not only this brand loyalty plays a major role
in enhancing the image of the company because it will create a good picture on other buyers
about the brand. One of the major impact of customer stratification is that if brand loyalty
increases then this will attract various investor towards the company which will ready to invest
their capital on the company. This will help the organisation to raise the fund and then use this
capital in different sector. They can use it for diversification and expansion. So if Kanaknidhi
satisfy their customer this will enhance the customer loyalty and in turn they can get capital
which they can use to expand their business In other part of the India. Kanaknidhi is the SMEs so
if they create a direct relationship between then then this will help them in great manner. The
company can also gain a large market share. In today's era if company want to earn more
revenue then they need to gain the market share because the customers are the ultimate
individual who is the assets for the company to earn great profit. Brand loyalty will also help
them to do modification in the goods and services because the buyer will definitely try the new
product that company produce. Sale plays a major role to run the brand for longer period of time
and this can be done only when the customer are loyal and will not switch to the substitute
goods. This will help them to reduce the switching cost and reduce the customer turnover. One of
the greatest benefit that can be get when the customer are satisfy and brand loyalty increase is
mouth publicity. The company does not need to invest more on gaining new buyers as automatic
publicity can be made by the loyal customer. Mouth publicity is the greatest source of marketing
and promotional activity.
Customer satisfaction and brand loyalty are regarded as two interdependent concept
which is regarded as the vital aspect within the business and would be helpful in changing
customer's purchasing intent as well. For an organisation their major objective is to manage their
market image in such a way that customer satisfaction can be attained by them which results the
business to grow and sustain to the longer period of time. In the current time market competition

is very fierce which means that businesses have to develop such specific methods in their
business by which they can deal with their competitors and acquire significant market edge as
well. Brand loyalty is defined as an association in which devotion of customer regarding
particular brand is examined. This leads the customer to make repetitive purchase from the brand
so that loyal customers can be developed by the organisation. Brand loyalty is related with
developing such measures in which an organisation may develop their edges in such way that it
can be helpful in managing resources and acquiring success as well. Brand loyalty is regarded as
one of the major element which helps the company to manage strong relationship with their
customers so that customers can be retained and significant image can be pertained in the minds
of customers. Brand loyalty is associated with repurchasing intent by the customers in which
repeated behaviour can be exerted by the customers.
Brand loyalty in the perspective of customers is related with psychological aspects in
which customers get to know about aspects of the organisation so that they can be attached to
business offerings and meet their own needs. This is need of the business that they create such
measures by which customers can be attracted and retained for longer duration. There are various
methods that can be used by the organisation in order to develop appropriate brand image into
the market and prominent in this is related with using significant marketing tactics. On the other
hand, with the help of managing brand image this is significant that to have involvement of
customers in which greater brand image can be developed. The company is associated with
managing brand image in such a way that brand loyalty can also be created and at the same time
this is related with examining performance and customer satisfaction as well. This is analysed
that customer satisfaction is directly linked with pertained brand image into the market which
leads the organisation to make strategies in proper way so that goal attainability can be rendered.
Brand loyalty is one of the essential measure which helps the brand to grow and acquire required
position into the market, in this manner such measures are to be used by the businesses so that
they can cover larger number of customer and maintain their pace into the market. Brands play
significant role in decision making of a customer and helps in attaining competitive edge as well.
This is one of the prominent move which is used by the organisation so that to cover number of
customers and to inhale higher degree of success. In order to build customer satisfaction brand
loyalty and brand image are two major aspects which are required to be maintained and could be
helpful for the business to attain required market edge. Customer satisfaction is the guiding

principle for the business in which actual purposes are analysed and at the same time marketing
strategies can also be developed. Some customers prefer to go with brand over products in
which purchase decision can be made and this is helpful in developing purchasing intent as well.
Customer satisfaction is related with loyalty and this is helpful for the organisation to develop
business insight and to assist in gaining market edge as well. Brand loyalty is regarded as the
commitment which is given by buyer to their company so that customers can be retained and at
the same time new customers can be attracted. Role of customers in enhancing brand image is
high as this is one of the significant measure which helps the business to acquire success and
manage brand belongingness in required manner ad this is the major reason that an organisation
is providing such measure in which succession opportunities can be enhanced. There are various
opportunities in which businesses in which brand equity can be managed. Brand's success is
dependent upon various aspects and in this manner such analysis is required to be performed.
This analysis is linked with gaining customer satisfaction in such a way that longevity of
customers can be enhanced and this is one of the major constraint in which brand is leading to
develop their succession opportunities. Customer satisfaction is having greater impact on getting
higher relevance with profitability of the organisation in which an organisation may be
succeeded to develop edges within the business.
Kanaknidhi Enterprise is one of the prominent manufacturer of mannequins, so this is
analysed that in the context of the company various measures are used by the company so that
they can convey their customers that they have higher quality of their products as in comparison
of competitors. This is the reason for which the company is able to attain required edge into the
market which is one of the situation in which organisation may deal with managing market
scenarios in most appropriate manner (Cheng, and et. al, 2019). Similarly this is the stage in
which the company is associated with having such measures into the business by which they are
able to attain market edge as well. There are different marketing activities which are associated
with acquiring benefits in terms of managing business benefits and to gain higher profitability as
well. Customer satisfaction is the goal which is related with gaining higher brand image and this
is associated with attaining customers attention and keeping them for longer duration of time.
Satisfaction and loyalty are two major element which are linked with managing sustainability of
the business and developing such measures into the business in which the business offerings can
be enhanced and at the same time brand can also be encouraged. When customers are satisfied

this is easier for them to stick to a brand for longer time and this will lead the business to acquire
success in prominent way. Customers are regarded as the final destination for the organisation in
which they are helping the business to grow and acquire such belongings to their customers in
which sustainability is the major positive impact which is seen by the organisation in terms of
gaining high customer satisfaction. Customer affinity towards particular brand is helping to
deeply develop brand loyalty which is the measure in which behaviour of customers can be
developed and at the same time activities of repurchasing can also be developed. However the
issue of customer satisfaction and brand loyalty are trying to develop significant angle for the
organisation in which prominent succession opportunities can also be inhaled which is one of the
greatest move for the business (Rastegar, 2018). The customer may have various factors which
leads them to acquire connection with some specific brand and customer perception and their
needs are regarded as the major constraint in the same. Brand loyal customers are associated with
gaining such purchasing intent in the business by making positive choices and this is helpful for
the business to grow and sustain in significant manner. Brand loyalty comes when customers is
not using any other offerings given by any other organisation and this is the reason for which
businesses are focused on developing brand loyalty so that they can sustain in the market for
longer period of time. This is regarded as a psychological step in which consumption in which
market analysis can be performed in which the customers can be retained and at the same time
organisational offerings can be enhanced.
Kanaknidhi Enterprise has been preferred over any other brand by the customers in
which the company has become favourite brand of customers due to their prominent quality and
interactive way to deal with customers. In the terms of UK the customers are prone towards
developing brand loyalty so that to adhered to a brand and to manage their needs in appropriate
manner. The brand equity model is having various dimensions in which aspects regarding
managing brand image by the organisation (Chien and Chi, 2019). The concept of marketing is
related with managing customers needs in such a way that customers in such a way that customer
satisfaction can be attained. A brand is associated with reflection in which the customers are
acquiring such benefits in which quantity can be developed in appropriate manner. The
contribution related with clarity in which various variables in which customers may make
decision in accordance with their needs and acquisition. There are various models in which brand
identity is undertaken and this is associated with developing such edges to the business in which

customers may acquire appropriate benefits in terms of sustainability. The brand design is one of
the major constraint on which decision of customers is dependent as customer may recognise
such aspects related with dealing with needs and demands of individual. The word of mouth is
one of the major aspect which helps the customers to take decision in terms of developing their
needs in appropriate manner. This helps the customers to manage their needs and manage
functionality of the business in which promotional tools can be used by the business which are
related with managing customer needs and aligning the same with market trends as well. When
customers are delighted by business offering of the organisation then this leads the business to
manage brand loyalty and customers as well (Budur and Poturak, 2021). This is one of the
sustainable measure which helps the business to manage their competitors and develop their
business as well. This is the matter of subjectivity in which mental satisfaction is received and
this is the major reason which is related with consumption relayed to acquiring market insight.
Perception of customers is higher degree of significance for the organisation in which
sustainability can be attained and prominent measures which are exerted by the business in such
a way that separate edge can be attained.

RESEARCH METHODOLOGY
Research methodology refers to process of gathering information through different methods.
Main purpose of methodology within a research is to facilitate investigator by providing accurate
and reliable information regarding the topic. Moreover, this is undertaken as the framework that
involves various techniques as well as tools which are applied through study while conducting
the investigation in order to conduct the certain set of practices that includes into investigation in
efficient way. Additionally, the methodology of research is regarded as that section of study that
conducts systematic and theoretical analysis of several approaches which are used to research
area in order to bring effective findings for resolving problem areas that are explained into study.
Respective chapter of research enables researcher to check its reliable and valid based upon
the techniques or methods which are utilised through investigator for conducting study. It is so as
the research methodology represents the explained discussion regarding techniques utilised as
well as wherein this aids to perform investigation in appropriate and effectual way. Therefore,
the combination of those tools highlights its efficiency in research and also develops the scholar
trusts regarding information authenticity that obtains outcomes. Also, there are different types of
methodologies that helps investigator in gathering information regarding the impact of customer
satisfaction on brand loyalty. There are different types of methodologies explained below;
Research philosophy: This is the process used for collecting, evaluating and using data
regarding the topic. Additionally, this is also undertaken to be that highlights the understanding
nature as well as reality which is performing to research with aids of study. Moreover, the
philosophy into investigation is basically opted through investigator based of the form of
knowledge that investigator desires for extracting by particular research. In addition to this, there
are two types of research philosophies such as positivism and interpretivisim. Both types of
philosophies are essential but within this research positivism is a selected philosophy. There are
numerous reasons behind the selection of positivism type of philosophy such as provides results
in numerical form, not require maximum time and cost, helps in achieving valid outcomes and
many others (Foxall, 2022). All these are main reasons regarding the use of positivism
philosophy in current investigation. On the other hand, interpretivisim is another type that is not
valuable within current investigation because it requires maximum time and cost.
Positivism philosophy: Based upon the respective philosophy, the understanding of belief to
be independent related to particular research that is performing to be conducted. Moreover, the

positivism philosophy is essentially incorporates developing hypothesis or research questions
which are being determined to collect acknowledgement about topic so that with assistance of
accumulated data which may be effective and reliable.
Interpretivism philosophy: Respective philosophy aids to perform the investigation upon
conception of individuals regarding few phenomenons that in future integrates the willingness of
people addition to conception and thereafter evaluates this based on the research aim and
objectives. Also, this helps scholar towards monitoring the perception of person for gathering
data relate to study.
Justification: The reason behind using the positivism research philosophy is such that the
investigator has found benefits of positivism research philosophy in terms of the current
investigation made on the research topic customer satisfaction. Researcher has benefited with the
quantitative data which further has supported in valuing the freedom of research. It depicts the
various trends and patterns of the topic area which demonstrates the reliability on the content
delivered by the investigator. Moreover, it also provides advantages of representative and
generalizable along the usage of objective data which showcases the facts and figures that
renders the practical approach of investigation.
Research approach: There are two approaches that are essential in evaluating or analysing
gathered information through an effective approach. There are two main approaches of the
research that are inductive and deductive. These are main approaches but within this research,
deductive is a selected approach as it assists in evaluating quantitative data within less time
period (Kaye, 2022).
Deductive approach: Respective approach belongs to the investigation in which existent
theory is being evaluated through developing hypothesis upon this for providing reliable data to
prove them effective or ineffective. Additionally, the deductive approach is much relevant for
quantitative research that assists in determining the statistical information as well as render
relevant data. There are various advantages regarding the use of deductive approach such as
facilitate in evaluating numerical information, helps in collecting quantitative data from larger
samples, cost and time effective approach etc.
Inductive Approach: On the other hand, inductive is another type of research approach that
is not useful in this research because it takes maximum time and not assists in getting valid
outcomes. Within it, the qualitative information is accumulated and is basically represents to

evaluate the data patterns so that effective theory may be formed for efficient knowledge of
investigation. In addition to this, the inductive approach is undertaken to become muc
appropriate for qualitative research that concentrates towards formation of new theory that is
emerged with accumulated information.
Justification: The reason behind using the deductive research approach is such that the
investigator has found benefits of deductive research approach in terms of the current
investigation made on the research topic customer satisfaction. Researcher has benefited with the
possibility to describe the general or casual interrelationships among the concepts and different
variables. Moreover, investigator got the chances to measure the concept effectively on the
quantitative basis. Researcher has also gained the advantages of getting the possibility to
normalise the findings of the research to a certain area of extent. This approach is preferred when
there is an abundant of sources and when there is short time to complete the study and also to
avoid the risk in context of the research area.
Research strategy: This describes about how the investigator intents for performing the
task. Additionally, there are different strategies that are effective in collecting data about the
topic. These are action research, experiment, survey and many others. All these are main but
within this research, survey will be a selected strategy. There are different advantages regarding
the selection of survey strategy such as provides numerical information, helps in gathering data
from larger population, not require maximum amount of capital and many others. All these are
main benefits about the selection of survey strategy in present investigation. On the other hand,
action research and experiment are not useful within this research because it requires maximum
time and not assist in getting quantitative outputs (Addeo and D'Auria, 2022). Some strategy are
described below:
 Experimental research: This considered as the strategy of developing a procedures of
study which evaluates the outcomes of an experiment against anticipated outcomes.
Moreover, this may be utilised into whole areas of investigation as well as it generally
includes the relative consideration restricted to number of factors.
 Survey: Respective strategy is often related to deductive approach. Moreover, this is
known to be one of the fundamental as well as economical strategies. In addition to this,
the researcher may accumulate the relevant information by particular method.
Additionally, it tends to be applied into quantitative projects of research and includes

sampling which is a representative portion of population. Also, it is mainly utilised for
observing the variables within various information. This enables the gatherings of huge
data which would be applied to answers the study questions. Also, it provides numerical
information, helps in gathering data from larger population, not require maximum
amount of capital and many others. All these are main benefits about the selection of
survey strategy in present investigation.
 Case Study: Respective strategy is concentrated upon a singular or above individuals.
Moreover, this facilitates an offer an insight in particular nature of any illustration as well
as may develop the effectiveness of culture and relation into differences among cases. In
addition to this, it is much helpful into monetary study. Additionally, case study research
is regarded as the evaluation of singular unit for forming their main characteristics as well
as drawing generalisations. Also, this kind of study is efficacious into financial
investigation like comparing two firms’ experiences or comparing the impact of
investment into different aspects.
 Action research: Respective kind of study is much common into professions like teaching
and others in which the individuals may evaluates the ways. Also, into that they may able
to improve its professional approach as well as acknowledgement. Respective research
strategy is essentially utilised to identify the solution which may be applied for resolving
certain issues. Action research are not useful within this research because it requires
maximum time and not assist in getting quantitative outputs
Justification: The reason behind using the survey research strategy is such that the
investigator has found benefits of survey research strategy in terms of the current investigation
made on the research topic customer satisfaction. Researcher has benefited with one of the most
inexpensive method of conducting the research and it is also considered as one of the most
practical method of the collection of data. Moreover, they provides the faster results as per the
needs and requirements of the research. It also renders the various opportunities for the
scalability. It facilitates with the gathering of data from more than one sources at a time.
Comparison of results becomes easy while using the surveys. Furthermore, it also offers the
analysis and visualization of data in a straightforward manner where the respondents are
anonymous with this research strategy. It provides the benefits of limited time constraints
through which every component of the research is covered with the help of surveys.

Research choice: There are two choices of the research that are qualitative and quantitative.
Both are essential but quantitative is a useful choice in current investigation. There are various
benefits about the selection of quantitative research such as helps in collecting numerical
information, not require maximum cost, time effective and many more. On the other hand,
qualitative is another choice that is not useful in current study because it consumes maximum
time and not assist in getting numerical information.
Justification: The reason behind using the quantitative research choice is such that the
investigator has found benefits of quantitative research choice in terms of the current
investigation made on the research topic customer satisfaction. Researcher has benefited with the
rapid way of data collection in which its samples are based on the random results. Moreover, it
offers the repeatable and reliable information to the investigator which helps in generalizing the
findings in an effective and efficient manner because this provides the research to be anonymous
in nature in a potential way. It facilitates the remote research in which data from the larger
samples is used.
Data collection: It is undertaken as the ways by that data would be accumulated through
researcher related to specific area of investigation which aids to reach up to an effectual result.
Moreover, respective method are undertaken to be much crucial into study as upon it the
relevancy as well as validity get evaluated through investigator. Additionally, there are two
methods of data collection that are primary and secondary. Within this research, both methods of
data collection are useful in collecting information regarding the impact of customer satisfaction
on brand loyalty..
Primary data: This is regarded as one of the effectual data collection method that is gathered
through researcher for initial period that is not yet been determined through any other individual
earlier. In order to gather primary important, questionnaire is used by researcher (Ebrahimi,
2022). It is basically performed while there is not any lack of period to researcher.
Secondary data: Respective form of data collection method is essentially regarded as one of
the efficient techniques that is already researched through few other individuals as well as
currently, this is being utilised through scholar through representing various perspectives related
to present investigation area for developing appropriate knowledge. In addition to this, the
secondary information aids investigator in obtaining efficient acknowledgement about
investigation so that through forming this the appropriate guidance may be rendered to primary

research based upon the secondary information findings. For collecting secondary information,
there are various sources such as books, articles, publication research and many others are used
for literature review. Therefore, primary and secondary are essential in attaining research aim
and objectives in successful manner.
Justification: The reason behind using the both the types of research data collection
methods is such that the investigator has found benefits of both primary and secondary research
data collection in terms of the current investigation made on the research topic customer
satisfaction. Researcher has benefited with the primary research as it draws out solutions for the
specific research issues. It provides better accuracy and high level of control with up to date
information and acquiring the ownership of the information. Data quality which is collected is nit
doubtful but it is meaningful in nature which results in the discovery of additional information at
the time of data collection. Researcher has benefited with the secondary research as it is easy to
access the data sources with free or low of cost of data collection. It is time saving in nature
which develops new insights and analysis from any previous examination of data. It helps in
handling the larger sample size which further helps in the longitudinal analysis.
Time horizon: Time is important and significant part of the research because it helps in
completing full research in given time period. Moreover, time horizon explains the needed
period for accomplishment of research. In addition to this, it has two approaches that are cross-
sectional and longitudinal.
 Cross- sectional time horizon: This is undertaken as one which has been already
developed in which the information should be gathered. Additionally, it is applied when
the study is concern along with investigation of specific phenomenon at particular time
duration. Also, it helps in completing full dissertation within minimum time period
(Hayes, 2022). There are also certain advantages behind the selection of cross-sectional
approach that are variety of outcomes and exposure, not require maximum time etc.
 Longitudinal time horizon: Respective time horizon for data accumulation considered as
the gathering of information which repeatedly upon extent durations as well as is utilised
in which the essential factor for study is analysing the change over time. Also,
longitudinal is another approach of time horizon that is not useful in current research
because it needs long time.

Justification: From the above in this, cross-sectional is a chosen approach because it
helps in completing full dissertation within minimum time period (Hayes, 2022). There are also
certain advantages behind the selection of cross-sectional approach that are variety of outcomes
and exposure, not require maximum time etc. On the other hand, longitudinal is another
approach of time horizon that is not useful in current research because it needs long timeThe
reason behind using the cross sectional research time horizon is such that the investigator has
found benefits of cross sectional research time horizon in terms of the current investigation made
on the research topic customer satisfaction. Researcher has benefited with the flexibility of
proving or disapproving the assumptions made from the research. It is highly time and cost
efficient which helps in captures the specific point of time. It consists of more than one variable
during the tie of the snapshot of the information. The current data can also be used in different
research due to the short term duration of the entire investigation. It also facilitates with the
findings and outcomes which can be analysed in order to formulate new theories in an in depth
research format.
Sampling: This is the process applied by researcher for selecting samples from larger
population. Additionally, sampling techniques are undertaken as the manner wherein an effective
sample size for boarder research. There are two techniques of sampling such as probability and
non-probability. These are effective but within this research, probability is a selected approach.
There are various benefits regarding the use of probability sampling such as provides valid
outcomes, helps in selecting larger samples from total population, not require maximum time and
many others. By using probability sampling, 10 employees of kanaknidhi enterprise are selected
randomly (Heyl and Ekardt, 2022). On the other hand, non-probability is another technique that
is not useful within this research because it requires maximum time.
Probability sampling: This is regarded as the techniques which depend upon random
selection which aids to stay stronger numerical inferences of overall groups as well as every
participants which have equal chances of selection. Also, there is not any particular criterion
which is utilised in case of particular study. There are various benefits regarding the use of
probability sampling such as provides valid outcomes, helps in selecting larger samples from
total population, not require maximum time and many others.
Non- probability sampling: Within it, there is usages of non- random selection which
depends upon the criteria or convenience which may enables simple accumulation of

information. In addition to this, there is sample chosen depends upon the non- random criteria in
which not all member have equal possibilities of being opted. Also, non-probability is another
technique that is not useful within this research because it requires maximum time.
Justification: The reason behind using the probability research sampling is such that the
investigator has found benefits of probability research sampling in terms of the current
investigation made on the research topic customer satisfaction. Researcher has benefited with the
convenience and ease of usage of sampling method which helps in creating the samples which
are highly representative of the population. It also creates layers or strata which further facilitates
in the proper representation of the facts and figures along with the information collected from the
populations.
Research instruments: There are various instruments of the research such as interview,
questionnaire, observation, focus group and many others. These are main instruments but within
this research, questionnaire is a selected instrument because it helps in collecting numerical
information from larger samples within minimum time period (Neves and Pombo, 2022).
Justification: The reason behind using the questionnaire research instrument is such that
the investigator has found benefits of questionnaire research instrument in terms of the current
investigation made on the research topic customer satisfaction. Researcher has benefited with the
survey using questionnaire instrument because it is inexpensive in nature which has proven as
the practical form of collecting the opinion from the specific sample size. Moreover, it provides
fast results and it is scalable in nature as well. Furthermore, it renders the facilities of
comparability and easy analysis along with the validity and reliability of the information. It
considered as the standardised and no pressure research instrument while performing the survey
with proper respondent anonymity.
Data analysis: This is the process of evaluating gathered information via research analytical
tool. Within this study, quantitative data will be collected from questionnaire. In order to
evaluate such type of data, frequency distribution analysis will be used by researcher (Neumann
and et. al., 2022). This is an important tool in evaluating data within minimum time period.
Justification: The reason behind using the frequency distribution analysis in data
analysis is such that the investigator has found benefits of frequency distribution analysis in
terms of the current investigation made on the research topic customer satisfaction. Researcher

has benefited with the representation of the raw data in an easy to read and organised format. It
helps in identifying the frequently occurring scores which ranges from lower to upper limits.
Conclusion
Based upon the above facilitated information related to research methodology, it has been
concluded that quantitative research method is applied by researcher for gatherings as well as
evaluating reliable data associated with particular topic. In addition to this, positivism philosophy
and deductive approach within investigation are used by investigator. Additionally, these
techniques helped researcher to gather and determine quantitative data. The use of quantitative
nature of research method would be made within current study as it supports a much more
practical and systematic nature of the investigation to effectively meet the set objectives through
collection of data in numeric form. Further, use of survey strategy comprises of collection of data
with the help of questionnaire would be made as it ensures most cost and time efficient technique
and method for gathering of data from a larger section of the participants. Moreover,
questionnaire is used by researcher as it assists them by rendering accurate information related to
selected topics. Furthermore, random sampling has been applied.

DATA ANALYSIS AND FINDINGS
Frequency Distribution Table
Q1 What is your gender? Frequency
a) Male 2
b) Female 6
c) Others 2
Q2 What is your age? Frequency
a) 25-30 4
b) 30-35 3
c) 35-40 3
Q3 What is your position in the kanaknidhi enterprise? Frequency
a) Managers 4
b) Employees 3
c) Higher management 3
Q4) Do you think mannequins hold great importance in changing
perception and shopping attitude of customers within different clothing
outlets?
Frequency
a) Yes 7
b) No 3
Q5) What is the expectations and needs of your customers towards
kanaknidhi enterprise?
Frequency
a) Providing the model of different colour, size and fit 2
b) Display their catalogue through using the fashion models 3
c) Using the mobile phones or internet 3
d) Provide quality in products 2

Q6) How well kanaknidhi enterprise and its competitor meet the
expectation and requirement?
Frequency
a) Very well 5
b) Well 3
c) Not well 2
Q7) What is the significance of customer satisfaction for your business
i.e. kanaknidhi enterprise?
Frequency
a) Improved business performance 3
b) Increased sales 4
c) Enhanced organisational reputation 3
Q8) What are the methods used by kanaknidhi enterprise for increasing
their customer satisfaction?
Frequency
a) Understand the customer 2
b) Provide Omni channel support 3
c) Chatbots system 3
d) Using customer etiquettes 2
Q9) How strongly do you agree with the methods used by kanaknidhi
enterprise helped in increasing customer satisfaction?
Frequency
a) Strongly disagree 2
b) Somewhat disagree 1
c) Neither agree nor disagree 2
d) Somewhat agree 2
e) Strongly agree 3

Q10) What is the impact of customer satisfaction on your
organizational brand loyalty?
Frequency
a) Positive impact 5
b) Negative Impact 3
c) Neutral 2
Q11) Does customer satisfaction has positive impact over brand loyalty
of kanaknidhi enterprise?
Frequency
a) Yes 7
b) No 2
c) Not prefer to said 1
Q12) Do you satisfied that customer satisfaction helped kanaknidhi
enterprise in improving its organisational reputation?
Frequency
a) Very satisfied 2
b) Somewhat satisfied 4
c) Neither satisfied nor dissatisfied 2
d) Somewhat dissatisfied 1
e) Very dissatisfied 1
Q13) As per your perspective, what is the main benefit experienced by
Kanaknidhi enterprise through brand loyalty?
Frequency
a) Positive brand value 3
b) Up selling and cross-selling 2
c) Customer retention and acquisition 3
d) Reduced costs 2
Q14) Do you think customer satisfaction and brand loyalty is
interrelated within an organisation?
Frequency
a) Yes 7

b) No 3
Q15) As per your perspective, which strategy is best for Kanaknidhi
enterprise for improving brand loyalty?
Frequency
a) Engage through mobile 2
b) Deliver value 1
c) Stay connected between projects 3
d) Offer great and an exceptional customer experience 2
e) Combine connectivity and functionality 1
f) Build a community within client base 1
Q16) According to your opinion, when customers are happy with the
service then do they help in increasing prospective customer base for
Kanaknidhi enterprise?
Frequency
a) Yes 8
b) No 2
Q17) Does Kanaknidhi enterprise gain competitive edge through
improving its brand loyalty?
Frequency
a) Yes 7
b) No 3
Q18) Do you think digital marketing channels help in increasing
customer satisfaction within Kanaknidhi enterprise?
Frequency
a) Yes 8
b) No 2
Q19) Do you think Kanaknidhi enterprise should focus on making
mannequins that are made up of plant based materials so that more
number of customers could be attracted?
Frequency

a) Yes 7
b) No 2
c) Prefer not to say 1
Q20) Do you think every manufacturer company should invest its time
and funds in the process of research and development so that they can
satisfy their existing and prospective customers?
Frequency
a) Yes 6
b) No 4

Question 1: Gender
Q1 What is your gender? Frequency
a) Male 2
b) Female 6
c) Others 2
a) Male b) Female c) Others
0
1
2
3
4
5
6
2
6
2
Interpretation: As per the assembled data in tabular form it is interpreted that there are
total 10 respondents. Out of these respondents, 2 respondents are male who are selected for
answering the questions of questionnaire. The other 6 respondents have said that they are female
and the rest 2 respondents have responded that they belong from the category of others.
Question 2: Age
Q2 What is your age? Frequency
a) 25-30 4
b) 30-35 3
c) 35-40 3

a) 25-30 b) 30-35 c) 35-40
0
0.5
1
1.5
2
2.5
3
3.5
4
4
3 3
Interpretation: With the above assembled piece of information there are 10 participants.
4 respondents have answered that they belong from the age group of 25-30, the other 3
respondents have said that they are from the age group of 30-35 and the rest 3 respondents have
responded they are the age group of 35-40.
Question 3: Position in the kanaknidhi enterprise
Q3 What is your position in the kanaknidhi enterprise? Frequency
a) Managers 4
b) Employees 3
c) Higher management 3

a) Managers b) Employees c) Higher management
0
0.5
1
1.5
2
2.5
3
3.5
4
4
3 3
Interpretation: As per the collected information, it is analysed that 4 respondents have
said that they are working in the position of managers. The other 3 participants have said that
they are operating in the position of employees and the rest 3 respondents have said that they
work at the position of higher management.
Question 4: Mannequins hold great importance in changing perception and shopping attitude
of customers within different clothing outlets
Q4) Do you think mannequins hold great importance in changing
perception and shopping attitude of customers within different clothing
outlets?
Frequency
a) Yes 7
b) No 3

a) Yes b) No
0
1
2
3
4
5
6
7
7
3
Interpretation: With the above assembled piece of information, it is recorded that 7
respondents have answered yes that mannequins hold great importance in changing perception
and shopping attitude of customers within different clothing outlets. This helps customers to
predict the way clothings would look on them and hence these help in improving the behaviour
of customers towards the clothing shops and outlets. The rest 3 participants have said no that
mannequins are not that important in clothing outlets because it does not help in changing
perception and shopping attitude of the customers.
Question 5: Expectations and needs of your customers towards kanaknidhi enterprise
Q5) What is the expectations and needs of your customers towards
kanaknidhi enterprise?
Frequency
a) Providing the model of different colour, size and fit 2
b) Display their catalogue through using the fashion models 3
c) Using the mobile phones or internet 3
d) Provide quality in products 2

a) Providing the model of different colour, size and fit
c) Using the mobile phones or internet
0
0.5
1
1.5
2
2.5
3
2
3 3
2
Interpretation: From the above highlighted information it is interpreted that 2
respondents have answered that providing the model of different colour, size and fit is the main
expectations and needs of customers towards the organisation because it helps customers to get
mannequins as per their requirements so that they can easily grab attention of their existing and
prospective customers. The other 3 respondents have said that displaying their catalogue through
using the fashion models is the other expectation of customers towards company because it helps
in getting more detailed view of the mannequins. Another 3 participants have said that using the
mobile phones or internet is the other main expectation and need of the customers through
company because this helps in giving out demonstration of their products on smartphones. The
rest 2 respondents have said that providing quality in products is the other need of customers
towards the company because this is directly connected to grab the attention of customers.
Question 6: Kanaknidhi enterprise and its competitor meet the expectation and requirement
Q6) How well kanaknidhi enterprise and its competitor meet the
expectation and requirement?
Frequency
a) Very well 5
b) Well 3

c) Not well 2
a) Very well b) Well c) Not well
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
3
2
Interpretation: With the above collected data, it is interpreted that 5 respondents have
said that kanaknidhi enterprise and its competitor meet the expectation and requirement very
well. They have said that company makes efforts so that they could fulfil expectations and
requirements of the customers. Another 3 respondents have said that Kanaknidhi enterprise
perform well for the meeting and fulfilling the needs of customers in a systematic manner. The
rest 2 respondents have answered not well as Kanaknidhi enterprise is unable to fulfil the needs
and requirements of customers.
Question 7: Significance of customer satisfaction for your business i.e. kanaknidhi enterprise
Q7) What is the significance of customer satisfaction for your business
i.e. kanaknidhi enterprise?
Frequency
a) Improved business performance 3
b) Increased sales 4
c) Enhanced organisational reputation 3

a) Improved business performance
b) Increased sales
c) Enhanced organisational reputation
0
0.5
1
1.5
2
2.5
3
3.5
4
3
4
3
Interpretation: From the above assembled piece of information it is analysed that 3
respondents have said that improved business performance is one of the importances of customer
satisfaction for business because more number of customer means more number of sales and
profit. The other 4 participants have answered that increased sales is the other main significance
of customer satisfaction for business because when customers are satisfied with the company's
product then they visit company again and again and this directly increases the sales of the whole
organisation. The rest 3 respondents have said that enhanced organisational reputation is the
other main significance of customer satisfaction for the business as customers are the people who
spread great word of mouth about their experience. When their experience is great then they help
in improving the reputation of the whole organisation.
Question 8: Methods used by kanaknidhi enterprise for increasing their customer satisfaction
Q8) What are the methods used by kanaknidhi enterprise for increasing
their customer satisfaction?
Frequency
a) Understand the customer 2
b) Provide Omni channel support 3
c) Chatbots system 3
d) Using customer etiquettes 2

a) Understand the customer
b) Provide Omni channel support
c) Chatbots system
d) Using customer etiquettes
0
0.5
1
1.5
2
2.5
3
2
3 3
2
Interpretation: From the above mentioned information, it is analysed that 2 respondents
have answered that understanding the customers requirements and needs is one of the greatest
method considered by organisation so that satisfaction level of customers could be improved.
When company focuses on understanding the customer then this helps in coming up with the
product they could fulfil needs of customers. Whereas 3 respondents have said that using omni
channels customer satisfaction can be attained by the organisation as omni channels are used in
order to maximise sales and in this manner an organisation may get high sales and customer
attention. On the other hand, 3 respondents have said that with the help of chatbox an
organisation may develop their level of customer satisfaction as customer may share their
thoughts and feedbacks to the organisation and the same can be used by the organisation in order
to improve overall business offerings. At last 2 respondents have said that using customer
etiquettes an organisation is able to manage their business and increase level of customer
satisfaction so that in significant manner organisation may grow and touch new business heights.
For any business their customers are regarded as their asset so in terms of gaining customer
satisfaction there are various efforts which are required to be placed by the organisation so that
competitive market edge can be received and at the same time higher customer significance can
also be attained.

Question 9: Methods used by kanaknidhi enterprise helped in increasing customer satisfaction
Q9) How strongly do you agree with the methods used by kanaknidhi
enterprise helped in increasing customer satisfaction?
Frequency
a) Strongly disagree 2
b) Somewhat disagree 1
c) Neither agree nor disagree 2
d) Somewhat agree 2
e) Strongly agree 3
a) Strongly disagree
b) Somewhat disagree
c) Neither agree nor disagree
d) Somewhat agree
e) Strongly agree
0
0.5
1
1.5
2
2.5
3
2
1
2 2
3
Interpretation: From the above graphical representation this can be concluded that there are
various methods that can be used by the organisation in order to manage their customer base and
to provide higher satisfaction to their customers. In this manner out of 10 respondents, 2 have
said that they are not agreed with the methods used by the organisation in order to increase their
customer satisfaction which means that organisation may use some other methods in order to
boost their customer satisfaction level. On the other hand, 1 respondent has said that they are
somewhat disagreed with the strategies adopted by their organisation in order to boost customer

satisfaction within the organisation. Similarly, 2 respondents have said that they neutral with
their opinion of used strategies by the organisation in respect of managing customer satisfaction.
Besides this, 2 respondents have said that they are somewhat agreed with strategies or methods
used by their organisation in respect of gaining higher customers satisfaction and at last 3 have
said that they are strongly agree with methods used by the organisation as these methods are
helping the business to grow and sustain for longer duration of time.
Question 10: Impact of customer satisfaction on your organizational brand loyalty
Q10) What is the impact of customer satisfaction on your
organizational brand loyalty?
Frequency
a) Positive impact 5
b) Negative Impact 3
c) Neutral 2
Interpretation: From the above bar chart this can be concluded that brand loyalty is regraded as
one of the major aspect which is used within the business in order to upgrade the business and to
manage business functions as well. In this manner for organisation this is significant that to
acquire brand image by using various methods so that their brand image can be developed and at
the same time business prominence can also be developed. In this manner out of 10 respondents,
5 have said that the impact of customer satisfaction over brand loyalty is positive which means
that when customer are satisfied then organisation will have developed brand image into the
market. On the other hand, 3 respondents have said that customer satisfaction is having negative
impact of customer satisfaction over the brand loyalty as when customers are not satisfied then
this will lead the organisation to face negative brand loyalty.

a) Positive impact b) Negative Impact c) Neutral
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
3
2
Question 11: Customer satisfaction has positive impact over brand loyalty of kanaknidhi
enterprise
Q11) Does customer satisfaction has positive impact over brand loyalty
of kanaknidhi enterprise?
Frequency
a) Yes 7
b) No 2
c) Not prefer to said 1

a) Yes b) No c) Not prefer to said
0
1
2
3
4
5
6
7
7
2
1
Interpretation: From the above information, it is interpreted that customer satisfaction
has positive impact over brand loyalty of kanaknidhi enterprise. This is because out of 10
respondents there are 7 people who are agreeing with this statement and there are two people are
disagreeing and one person who do not want to disclose. That is why it is being analysed that
customer satisfaction has positive impact over brand loyalty of kanaknidhi enterprise. Therefore,
it can be concluded that company is effectively working on gaining the satisfaction from the
customers so that they can get the positive impact on the loyalty of the brand.
Question 12: Customer satisfaction helped kanaknidhi enterprise in improving its
organisational reputation
Q12) Do you satisfied that customer satisfaction helped kanaknidhi
enterprise in improving its organisational reputation?
Frequency
a) Very satisfied 2
b) Somewhat satisfied 4
c) Neither satisfied nor dissatisfied 2
d) Somewhat dissatisfied 1
e) Very dissatisfied 1

a) Very satisfied
b) Somewhat satisfied
c) Neither satisfied nor dissatisfied
d) Somewhat dissatisfied
e) Very dissatisfied
0
0.5
1
1.5
2
2.5
3
3.5
4
2
4
2
1 1
Interpretation: From the above information, it is interpreted that customer satisfaction
helped kanaknidhi enterprise in improving its organisational reputation. This is because out of 10
respondents there are 2 people who are very satisfied with this statement and there are seven
people are somewhat satisfied, two people are neither satisfied nor dissatisfied, one person is
somewhat dissatisfied and again one person is very dissatisfied. That is why it is being analysed
that customer satisfaction helped kanaknidhi enterprise in improving its organisational
reputation. Therefore, it can be concluded that company is effectively working on gaining the
satisfaction from the customers so that they can improve the reputation of the business in the
market place.
Question 13: Main benefit experienced by Kanaknidhi enterprise through brand loyalty
Q13) As per your perspective, what is the main benefit experienced by
Kanaknidhi enterprise through brand loyalty?
Frequency
a) Positive brand value 3
b) Up selling and cross-selling 2
c) Customer retention and acquisition 3
d) Reduced costs 2

a) Positive brand value
b) Up selling and cross-selling
c) Customer retention and acquisition
d) Reduced costs
0
0.5
1
1.5
2
2.5
3
3
2
3
2
Interpretation: From the above information, it is interpreted that main benefits
experienced by Kanaknidhi enterprise through brand loyalty are the positive brand value and
customer retention and acquisition. This is because out of 10 respondents there are 3 people who
are saying the positive brand value and there are two people are saying up selling and cross
selling, three people are saying customer retention and acquisition and two people are sating
reduced cost. That is why it is being analysed that main benefits experienced by Kanaknidhi
enterprise through brand loyalty are the positive brand value and customer retention and
acquisition.
Question 14: Customer satisfaction and brand loyalty is interrelated within an organisation
Q14) Do you think customer satisfaction and brand loyalty is
interrelated within an organisation?
Frequency
a) Yes 7
b) No 3

a) Yes b) No
0
1
2
3
4
5
6
7
7
3
Interpretation: From the above information, it is interpreted that customer satisfaction
and brand loyalty is interrelated within an organisation. This is because out of 10 respondents
there are 7 people who are agreeing with this statement and there are three people are not
agreeing with this statement. That is why it is being analysed that customer satisfaction and
brand loyalty is interrelated within an organisation. Therefore, it can be concluded that company
is effectively working on creating the relationships between the brand loyalty and customer
satisfaction.
Question 15: Strategy is best for Kanaknidhi enterprise for improving brand loyalty
Q15) As per your perspective, which strategy is best for Kanaknidhi
enterprise for improving brand loyalty?
Frequency
a) Engage through mobile 2
b) Deliver value 1
c) Stay connected between projects 3
d) Offer great and an exceptional customer experience 2
e) Combine connectivity and functionality 1
f) Build a community within client base 1

a) Engage through mobile
c) Stay connected between projects
e) Combine connectivity and functionality
0
0.5
1
1.5
2
2.5
3
2
1
3
2
1 1
Interpretation: From the above information, it is interpreted that strategy is best for
Kanaknidhi enterprise for improving brand loyalty is staying connected between the projects.
This is because out of 10 respondents there are 2 people who are saying engagement through
mobile and there is one person who is saying delivering the value, three people are saying
staying connected with the projects, two people are saying offer great and an exceptional
customer experience, one person is saying combine connectivity and functionality and one
person is saying build a community within client base. That is why it is being analysed that
strategy is best for Kanaknidhi enterprise for improving brand loyalty is staying connected
between the projects.
Question 16: Customers are happy with the service then do they help in increasing prospective
customer base for Kanaknidhi enterprise
Q16) According to your opinion, when customers are happy with the
service then do they help in increasing prospective customer base for
Kanaknidhi enterprise?
Frequency
a) Yes 8
b) No 2

a) Yes b) No
0
1
2
3
4
5
6
7
8
8
2
Interpretation: From the above information, it is interpreted that customers are happy
with the service then do they help in increasing prospective customer base for Kanaknidhi
enterprise. This is because out of 10 respondents there are 8 people who are agreeing with this
statement and there are two people are not agreeing with this statement. That is why it is being
analysed that customers are happy with the service then do they help in increasing prospective
customer base for Kanaknidhi enterprise. Therefore, it can be concluded that company is
effectively working on creating the prospective base of the customers in order to make their
customers happy.
Question 17: Enterprise gains competitive edge through improving its brand loyalty
Q17) Does Kanaknidhi enterprise gain competitive edge through
improving its brand loyalty?
Frequency
a) Yes 7
b) No 3

a) Yes b) No
0
1
2
3
4
5
6
7
7
3
Interpretation: From the above information, it is interpreted that enterprise gains
competitive edge through improving its brand loyalty. This is because out of 10 respondents
there are 7 people who are agreeing with this statement and there are 3 people are not agreeing
with this statement. That is why it is being analysed that enterprise gains competitive edge
through improving its brand loyalty. Therefore, it can be concluded that company is effectively
working on generating the competitive advantages in order to enhance the loyalty of the brand.
Question 18: Digital marketing channels help in increasing customer satisfaction within
Kanaknidhi enterprise
Q18) Do you think digital marketing channels help in increasing
customer satisfaction within Kanaknidhi enterprise?
Frequency
a) Yes 8
b) No 2

a) Yes b) No
0
1
2
3
4
5
6
7
8
8
2
Interpretation: From the above information, it is interpreted that digital marketing
channels help in increasing customer satisfaction within Kanaknidhi enterprise. This is because
out of 10 respondents there are 8 people who are agreeing with this statement and there are two
people are not agreeing with this statement. That is why it is being analysed that digital
marketing channels help in increasing customer satisfaction within Kanaknidhi enterprise.
Therefore, it can be concluded that company is effectively working on the application of the
digital marketing so that its implementation can increase the customer satisfaction.
Question 19: Kanaknidhi enterprise should focus on making mannequins that are made up of
plant based materials so that more number of customers could be attracted
Q19) Do you think Kanaknidhi enterprise should focus on making
mannequins that are made up of plant based materials so that more
number of customers could be attracted?
Frequency
a) Yes 7
b) No 2
c) Prefer not to say 1

a) Yes b) No c) Prefer not to say
0
1
2
3
4
5
6
7
7
2
1
Interpretation: From the above information, it is interpreted that Kanaknidhi enterprise
should focus on making mannequins that are made up of plant based materials so that more
number of customers could be attracted. This is because out of 10 respondents there are 7 people
who are agreeing with this statement, there are two people are disagreeing and one person who
do not want to disclose. That is why it is being analysed that Kanaknidhi enterprise should focus
on making mannequins that are made up of plant based materials so that more number of
customers could be attracted.
Question 20: Every manufacturer company should invest its time and funds in the process of
research and development so that they can satisfy their existing and prospective customers
Q20) Do you think every manufacturer company should invest its time
and funds in the process of research and development so that they can
satisfy their existing and prospective customers?
Frequency
a) Yes 6
b) No 4

a) Yes b) No
0
1
2
3
4
5
6
6
4
Interpretation: From the above information, it is interpreted that every manufacturer
company should invest its time and funds in the process of research and development so that they
can satisfy their existing and prospective customers. This is because out of 10 respondents there
are 6 people who are agreeing with this statement and there are 4 people are not agreeing with
this statement.

DISCUSSION
Theme 1: Customer satisfaction along with their expectation and needs
It is being identified from the above information that customer satisfaction plays an
important role in organisation in order to improve the performance and productivity of business.
Customer satisfaction helps in determining how customers are happy with the products,
capabilities and services of company. In order to determine the satisfaction level of customer,
organisation can use ratings and survey method so that they can make changes and improve the
products and services of business. There are various factors that helps in measuring the
satisfaction level of customers such as CSAT survey, net promoter score, customer effort score,
customer experience metric and many others. Customer satisfaction helps in increasing the
profitability and productivity of business (Hamzah and Shamsudin, 2020). The satisfaction level
of customer can be influenced by various factors such as perceived product quality, convenience,
communication, perceived product value, complaint handling and customer expectation. Through
understanding the satisfaction level of customer, company can increase brand loyalty, build trust,
attract positive word of mouth, attract audience and also boost sales. Kanaknidhi enterprise must
focus on satisfying the need and preference of customer in order to create strong customer base
and gain competitive advantage in market. By collecting the data of customer satisfaction,
Kanaknidhi enterprise can determine what is working well with their products, services and
internal process and what changes company required in order to increase their product
awareness. Through identity the customer satisfaction, company can fulfil the needs and
requirements of consumers and also make them satisfied with the product and services. Customer
satisfaction helps in identifying the unsatisfied customer so that company can focus on
improving their experiences. The unsatisfied customer can create a negative impact on the
performance and image of company. Negative customer reviews and bad word of mouth creates
a great impact on the longevity of organisation. It is important for the company to make
customer as top priority by asking feedback from surveys, addressing problems of consumers
and making adjustments. When customer are unhappy, company generally care about them and
offer them product according to their taste and preference (Basari and Shamsudin, 2020).
Customer satisfaction also helps in reducing churn rate due to which the customer service
process of company increases. It is important for organisation to focus on providing good quality

of customer service so that they can attract and retain consumers. The poor quality of customer
service will influence the buying process of customers due to which the profitability and growth
of business get affected. It is important for the Kanaknidhi enterprise to take continuous
customer feedback in order to track the progress of company. When the consumers are satisfied
they helps in improving the success rate of organisation and also improve the profitability of
business. The satisfied customer become loyal and believe in brand. If the consumers are loyal,
they give brand repeat business and also form a major part of revenue. Satisfied customer helps
in promoting the brand to their loved ones for the great experiences they gain through business.
Losing customers can create a huge impact on the revenue of company and also affect the
customer churn numbers. When Kanaknidhi enterprise focuses on customer satisfaction it
actively leads to healthy sales revenue. It is essential for company to focus on existing and new
customer so that they can focus on streaming the revenue from repeat business.
Theme 2: Concept of Brand loyalty
It is being identified from the above information that brand loyalty means when people
choose to repeatedly purchase the products produced by company rather than choosing substitute
product produced by competitor. Customer generally purchase the same product when they are
satisfied with the product. In order to build brand loyalty, it is important to offer high quality of
product and services to its customers so that they can satisfy with the product. Organisation must
focus on understanding the need and preference of customer so that they can offer the products
accordingly and create strong customer base (Kurdi, Alshurideh and Alnaser, 2020). It plays an
important role for several reasons as it helps in reducing the cost of production due to which the
sales volume of company increases. If the organisation gain loyalty of customer, they don't need
to invest money on marketing and promoting the products and services. It also helps in retaining
more earnings and investing resources in other areas. Through having strong brand loyalty,
Kanaknidhi enterprise can create strong customer base and gain competitive advantage in
market. For creating strong customer base, it is necessary to surpass the competitors and gain
competitive edge in market so that business can be succeed in marketplace. In organisation, there
are less loyal customer who get influenced by marketing efforts of competitors (Zhang, Zhang
and Zhang, 2019). Thus, it is important to create strong brand loyalty so that they can grab the
opportunity to enjoy increasing customer base. If the customer are loyal towards the brand they
turn into brand ambassadors as they are satisfied with the brand and also spread brand awareness

by providing business costless marketing. Company can achieve the brand loyalty when their
customer uses the product and services and satisfy with the offerings. When there is high brand
loyalty, company can leads to successful brand extensions, high return on investment, high
market share and high brand equity. Through having brand loyalty, organisation can also create
continuous profit, decrease in operational cost reduction in marketing cost and switching barriers
among loyal customer. There are various factors of brand loyalty such as product quality, brand
image, perceived value, switching cost, availability and services and customer psychology (Lin,
Zhang and Gursoy, 2020). Brand loyalty helps in creating positive brand value and word of
mouth that helps in creating positive image of company in market. Through brand loyalty,
Kanaknidhi enterprise can save cost on customer retention and also get the new customer
onboard. Thus, by creating brand loyalty in market, company can give edge over competitors by
higher brand recall.
Theme 3: Significance of customer satisfaction in business
As per the research conducted, it is being analysed that there are various significance of
customer satisfaction in business as it helps in attracting maximum number of customer towards
the brand and also create strong customer base. Customer satisfaction plays a vital role in
organisation as it helps in improving the profitability and performance of business. It is
important to ensure that the buyers of Kanaknidhi enterprise must be satisfied with the products
and services as it helps in attaining various benefits (Khairawati, 2020). Company can gain
repeated customers, competition differentiator, decrease in negative publicity, decrease in
customer churn, retention of customer, improve customer loyalty and also support pillars.
Through customer satisfaction, organisation can gain repeated customer. When consumers are
satisfied with the products and services of Kanaknidhi enterprise they become loyal towards the
business due to which they purchase the products in repetitive mode. It is important for the
company to understand the satisfaction level of customers so that they can identify their taste and
preference. The repeated customer helps in increasing the profitability and growth of business. In
this era of competitive work, there are various competitors that compete with each other in order
to gain competitive advantage and attract more and more customer towards the brand (Al-Omari,
Alomari and Aljawarneh, 2020). For gaining competitive edge in market, it is necessary to fulfil
the need and preference of consumers. Competition differentiator helps company to remain
strong in market and gain competitive position in market due to which no other companies can

compete with them. It also helps in decreasing negative publicity by offering them product
according to the taste and preference of competitors. Therefore, it is necessary for Kanaknidhi
enterprise to satisfy the need and preference of customers so that it helps in reducing the negative
publicity. Company can also use mouth publicity in order to reduce the negative impact of
publicity and increase the customer base. It helps in increasing the market image and also create
strong brand image in market. Organisation can also gain reduction in customer churn due to
customer satisfaction. It is necessary for company to reduce the churn rate of consumers so that
they can manufacture the product accordingly. When the customer is happy with the product and
services of Kanaknidhi enterprise, they can manage customer churning and also attract them for
longer period of time (Lim, Tuli and Grewal, 2020). Customer satisfaction also helps in retaining
the customer due to which the profitability and sale of company gets improved. In order to retain
the customer, it is necessary to put customer on priority and also fulfil their need and demand
due to which the growth and profitability of business increases.
Theme 4: Various methods for increasing customer satisfaction
As per the collected information it is being identified that there are various method that
helps in increasing the customer satisfaction, it is important to implement the methods in order to
enhance the profitability and productivity of business. Kanaknidhi enterprise must focus on
understanding the need of customer so that they can fulfil their preference and make them loyal
towards the company. Through understanding the need, company can make their customer happy
and also influence their purchase decision. In order to understand the customer, it is important to
adopt various strategies that improve their understanding (de Souza, Damacena, Araújo and
Seibt, 2020). Organisation must also focus on improving the experience of customer in order to
create strong bond and retain them for long period of time. Kanaknidhi enterprise must also
focus on providing omni channel support to customer so that they can connect and interact with
company on different channels and solve their queries and issues. In order to improve the
customer satisfaction. Omni-channel support plays an important role as customer don't need to
interact with company offline, they can also connect with business through online channels.
Through using this strategy, the credibility of business increases. Chatbots system is another
method through which company can increase the customer satisfaction, it is important for
Kanaknidhi enterprise to adopt chatbot system so that they can communicate with customers
24*7 and also reduce their complaints in effective and efficient manner. The few options of

chatbots are email, live chat, customer support numbers and many others (Razak and Nayan,
2020). Organisation can also use customer etiquettes in order to increase the satisfaction level of
customer. By using customer etiquettes, company can win the loyalty of customer and also
improve their satisfaction level. It is the responsibility of Kanaknidhi enterprise to provide
training and development opportunity to employees so that they can interact and present
themselves in attractive manner and deal with the consumers in efficient way.
Theme 5: Impact of customer satisfaction on organizational brand loyalty
As per the above information it is being analysed that there are various impact which can be
created by customer satisfaction on brand loyalty. In organisation, there is a positive relationship
between brand loyalty and customer satisfaction. If the customers are satisfied with the company,
it directly increases the brand loyalty. Customer satisfaction helps in increasing the sale and
profitability of business. If consumers are happy with the products and services of company, they
become loyal towards the brand. It is important for the company to focus on investing on
valuable product that satisfy the customer need and preference. As customer are satisfied with
the products and services, they become loyal towards the brand. If the brand loyalty of company
increases, it attracts various investor towards the brand due to which they invest in the capital of
business (DAM and DAM, 2021). Through brand loyalty, company can modify the products and
services in order to attract more and more people towards the brand. Brand loyalty helps in
increasing the growth and profitability of business. The role of customer in increasing the brand
image is high due to which they can acquire success and manage the brand belongingness in
effective and efficient manner. The satisfied customer can also increase the loyalty of customer
and also create the positive effect on the organisational profitability (Budur and Poturak, 2021).
There are various factors that influence the brand loyalty such as quality, price, great customer
service, past interaction, strong ethics, creative marketing, company culture and many others.

CONCLUSION AND RECOMMENDATION
Conclusion
It is being concluded from the above information that customer satisfaction plays a
significant role in improving the performance and productivity of business. Customer satisfaction
means fulfilling the need and preference of customer so that they can remain loyal towards the
brad and helps in increasing the profitability of business. Through customer satisfaction,
company can determine the satisfaction level of customers and also identify how happy they are
with the product and services of business. The satisfaction level of customer can be measured by
various tools and techniques such as face to face interaction, survey, filling the form, etc. These
are the tools through which company can identify the satisfaction level of customer and also
improve the market share. It helps in improving the products and services of company due to
which the profitability and sale of business increases. Customer satisfaction have various
advantage as it helps in maximising the customer lifetime value and also increase the customer
base of company. It also helps in improving the brand image of company by offering them
product and services according to their taste and preference. Customer satisfaction helps in
gaining competitive advantage in market due to which the profitability and sale of business
increases. Company can gain customer satisfaction when they offer premium quality of products
and services to customer at affordable price. By offering high quality of products and services,
the sale and productivity of company increases. Customers generally expect high quality of
products and services from business due to which it is mandatory for business to satisfy the
consumers and fulfil the need and requirements.
For organisation, brand loyalty also plays an important role as it helps in measuring the
attachment of customer towards the brand. When buyers are loyal towards the brand, they
purchase the products on repetitive basis which helps in increasing the profitability and growth
of business. In order to maximise the brand loyalty, businesses generally invest in marketing
activities in order to promote and create strong brand awareness in market. When customer are
loyal towards the brand, they purchase the product without thinking its cost and convenience. It
is the responsibility of company to implement various strategies and techniques in order to
improve the satisfaction level of customers. The strategies helps in gaining competitive
advantage in market. Brand loyalty of company can be increased by offering attractive content

and fulfilling the need and wants of customers. Organisation can focus on developing innovative
message, ideas and content so that they can attract wider section of market. There are various
factors that influence the brand loyalty such as product quality, perceived value, brand image and
switching cost. When company offer high quality of products and services to its customer it
helps in maximising the brand loyalty and also improve the image of business in market. The
product quality must be good that attracts and retain customer and make them loyal towards the
brand. There are various types of brand loyalty that helps in increasing the profitability and
productivity of business such as hard core loyalty, spilt loyalty, shifting loyalty and switchers.
Hard core loyalty is a type of brand loyalty in which customers are loyal towards the company
and they buy the products again and again and show their loyalty towards the brand. Spilt loyalty
is another type of brand loyalty in which customers are loyal towards more than two companies
and also they can choice to choose the brand. Shifting loyalty is other type of brand loyalty in
which customers shift their brand according to their taste and preference, price and various other
factors. The other type of brand loyalty is switchers in which customers are not loyal towards
any company. Brand loyalty plays an important role in changing environment. Thus, it is
necessary for company to focus on attracting customers in order to improve the brand loyalty of
business.
There are various significance of customer satisfaction which helps in improving the
performance and efficiency of company. Customer satisfaction helps in increasing repeated
customers, reduce negative publicity, competitor differentiator, reduce customer churn, retain
customers and improve the loyalty of people towards the brand. It is necessary for organisation
to focus on improving the satisfaction level of customers as they are the key ingredient of
business. When consumers are satisfied with the products and services of organisation they
become loyal and purchase the product from the same brand. Thus, if customers are satisfied
with the brand they come over again and again in order to purchase the products and show their
loyalty towards the company. It also helps in understanding the perception of consumers due to
which firm can identify whether they will buy the product in future or not. Company can also
gain competitive advantage in market when their customers are loyal and satisfied with the
product and services. There are several companies who fought with each other in order to attract
and retain consumers. When there is competitor differentiator, it helps to remain strong and
increase the market presence. Customer satisfaction also helps in decreasing the negative

publicity. There are various consumers who get dissatisfied with the products and services due to
which they create negative image of brand. It is the responsibility of brand to focus on reducing
the negative publicity by collecting feedback and satisfying the need of consumers. The negative
publicity can ruin the image of company due to which it becomes difficult to attract and retain
customers for long run. In order to reduce the negative publicity it is necessary to manage the
market image and also out customers on priority by identifying and satisfying their wants.
Customer satisfaction also helps in reducing the churn rate of customers as it can affect the
performance and growth of business. So, by reducing the churn rate, organisation can make their
customers feel happy by offering them product and services according to their taste and
preference. Through customer satisfaction, company can also retain their customers and improve
the sale of business. There are various benefits of retaining consumers as it increase brand
awareness and also helps in measuring product success. By retaining the customers, organisation
can increase their customer lifetime value and also boost revenue. Customer retention also helps
company to engage consumers by providing them more feedback.
Customer satisfaction helps in increasing the loyalty of people towards the brand. It is
important for the organisation to gain the loyalty of consumers so that they can expand business
in effective and efficient manner and also reach to maximum number of customers. Organisation
can also implement various methods through which the satisfaction level of customers can be
increased. The few methods for increasing the customer satisfaction is understand the consumers,
providing omni-channel support, Chatbots system, using customer etiquettes, providing feedback
options and measuring the customer satisfaction. Through these methods, company can attract
more and more people towards the brand and also increase the profitability of business. It is
important for the organisation to understand the taste and preference of consumers so that they
can provide accordingly and gain competitive advantage in market. In order to increase the
satisfaction level of customers, it is necessary to provide omni-channel support. Through
providing omni-channel support, company can interact with customers through multiple channels
and solve the problems frequently. Chatbots system is another method through which company
can increase the satisfaction level of customers. It is essential for company to implement latest
technology in order to improve the experience of consumers. Through Chatbots system,
organisation can handle the queries of consumers and also deal with them in effective and
efficient manner. Customer satisfaction also plays an important role for increasing the loyalty of

brand. If consumers are satisfied with the goods and services, organisation can gain their loyalty
due to which the growth and profitability of business increases.
Recommendation
 It is being recommended from the above information that organisation must focus on
improving their brand image and reputation in market in order to attract more and more
customers towards the company and generate maximum revenue. For creating strong
brand image, it is necessary for Kanaknidhi enterprise to communicate their business
personality and shape their client perception Organisation must focus on setting
expectation and promises in terms of quality, reliability, service and trustworthiness as it
helps in creating loyalty and trust among the audience.
 In order to increase the customer satisfaction, it is necessary for Kanaknidhi enterprise to
understand the customer expectation, experience their journey, treat customers right,
provide training and development opportunities to team and also offer multi channel
platforms. Through focusing on these factors, company can increase the customer
satisfaction and also create strong brand image in market.
 For making customer feel happy, organisation must focus on creating customer focused
content so that company can make their existing and potential customers feel valuable.
Through offering customer focused content, company can create emotional connection
with customers. They must focus on educating customers on product updates, address
troubleshooting issues, share breaking new and current events, feature customer success
stories and also provide them information of new arrivals. Kanaknidhi enterprise must
also focus on building strong relationship with customers on social networking sites.
Customers generally get happy on social media when they get the respond on post
frequently, run contest, share funny, educational or entertaining content, aligning with
relevant current events and also ask questions and engaging with them in conversation.
Organisation must focus on asking feedback from customers so that they can make
changes and improve the products and services.
 For building the strong brand loyalty in market, it is necessary to deliver high and
valuable products and services. For building brand loyalty, it is important to interact with
the customers on regular basis and identify their problems. Organisation must also focus
on improving the experience of customers so that they become loyal towards the brand

and also boost the sale of business. In order to increase the brand loyalty, it is necessary
to create engaging content, build community with consumers and design smooth and
personalised user experience. By creating distinct value proposition and maintaining
consistent branding, company can increase the brand loyalty. It is important to create
personalised customer experience and also focuses on creating customer loyalty programs
so that they can create effective brand loyalty.
 Kanaknidhi enterprise must also focus on increasing the customer base by asking them
feedback and solving their queries so that they become loyal towards the brand. They
must maintain excellent customer support and service in order to improve the customer
experiences and creating strong customer base. It is the responsibility of organisation to
keep their website content fresh so that customers can visit the website again and again
and improve the profitability of business. Company can also focus on promoting their
business on social media networks as it is a platform that helps in reaching to maximum
number of audience and increase the customer base.
 For creating strong customer base, it is important to build values and also create strong
presence on social media marketing. It is a platform that helps in reaching to wider
market and increase the profitability of business. Social networking sites helps in
increasing the trustworthiness and brand recognition, increase level of customer service
and also foster online community. Social media marketing helps marketers to get
informed about the target audience, dislikes, likes and interest so that company can create
better marketing strategy. It is important for company to focus on identifying the need
and preference of consumers so that they can fulfil their needs and satisfy the customers.
Company can also increase the market reach and also enhance the revenue by building
customer networks and advertising. The effective social media marketing helps in
creating direction and also makes company to remain active.
 It is important for organisation to improve the customer experience by empowering
employees, value employee ideas, use tech to create breakthrough customer experience
and also embrace omni-channel support.

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Appendix
Q1 What is your gender?
a) Male
b) Female
c) Others
Q2 What is your age?
a) 25-30
b) 30-35
c) 35-40
Q3 What is your position in the kanaknidhi enterprise?
a) Managers
b) Employees
c) Higher management
Q4) Do you think mannequins holds great importance in changing perception and shopping
attitude of customers within different clothing outlets?
a) Yes
b) No
Q5) What is the expectations and needs of your customers towards kanaknidhi enterprise?
a) Providing the model of different colour, size and fit
b) Display their catalogue through using the fashion models
c) Using the mobile phones or internet
d) Provide quality in products
Q6) How well kanaknidhi enterprise and its competitor meet the expectation and
requirement?
a) Very well
b) Well
c) Not well
Q7) What is the significance of customer satisfaction for your business i.e. kanaknidhi
enterprise?

a) Improved business performance
b) Increased sales
c) Enhanced organisational reputation
Q8) What are the methods used by kanaknidhi enterprise for increasing their customer
satisfaction?
a) Understand the customer
b) Provide Omni channel support
c) Chatbots system
d) Using customer etiquettes
Q9) How strongly do you agree with the methods used by kanaknidhi enterprise helped in
increasing customer satisfaction?
a) Strongly disagree
b) Somewhat disagree
c) Neither agree nor disagree
d) Somewhat agree
e) Strongly agree
Q10) What is the impact of customer satisfaction on your organizational brand loyalty?
a) Positive impact
b) Negative Impact
c) Neutral
Q11) Does customer satisfaction has positive impact over brand loyalty of kanaknidhi
enterprise?
a) Yes
b) Not
c) Not prefer to said
Q12) Do you satisfied that customer satisfaction helped kanaknidhi enterprise in improving
its organisational reputation?
a) Very satisfied
b) Somewhat satisfied
c) Neither satisfied nor dissatisfied
d) Somewhat dissatisfied

e) Very dissatisfied
Q13) As per your perspective, what is the main benefit experienced by Kanaknidhi enterprise
through brand loyalty?
a) Positive brand value
b) Up selling and cross-selling
c) Customer retention and acquisition
d) Reduced costs
Q14) Do you think customer satisfaction and brand loyalty is interrelated within an
organisation?
a) Yes
b) No
Q15) As per your perspective, which strategy is best for Kanaknidhi enterprise for improving
brand loyalty?
a) Engage through mobile
b) Deliver value
c) Stay connected between projects
d) Offer great and an exceptional customer experience
e) Combine connectivity and functionality
f) Build a community within client base
Q16) According to your opinion, when customers are happy with the service then do they
help in increasing prospective customer base for Kanaknidhi enterprise?
a) Yes
b) No
Q17) Does Kanaknidhi enterprise gain competitive edge through improving its brand loyalty?
a) Yes
b) No
Q18) Do you think digital marketing channels help in increasing customer satisfaction within
Kanaknidhi enterprise?
a) Yes
b) No
Q19) Do you think Kanaknidhi enterprise should focus on making mannequins that are made

up of plant based materials so that more number of customers could be attracted?
a) Yes
b) No
c) Prefer not to say
Q20) Do you think every manufacturer company should invest its time and funds in the
process of research and development so that they can satisfy their existing and prospective
customers?
a) Yes
b) No