Impact of Word of Mouth on Consumer Brand Loyalty: A study of Airblue Pakistan

Abstract

This study explored the effect of informal exchange or word of mouth on customer brand dedication concerning Airblue ltd. in Islamabad. For that reason, the focal point of consideration was the private area airline carrier utilized by customers for making business and leisure trips to a number of domestic destinations in Pakistan. The investigation incorporated an all out 200 respondents for information assortment through field study utilizing an adjusted survey. Fundamental factors of the examination were verbal (Independent Variable) and shopper brand devotion (Dependent Variable) Sample size was drawn from the absolute populace utilizing purposive inspecting procedure. At long last the connection and relapse test were utilized for testing the proposed theory and the outcomes indicated that there was a positive and noteworthy effect of informal exchange on purchaser brand dependability in Airblue ltd. administrations. In this way, the current examination endorsed the proposed elective speculation.