THE MEDIATING IMPACT OF CUSTOMER SATISFACTION IN RELATION OF BRAND EQUITY AND BRAND LOYALTY

Abstract

Purpose -This study was to identify the link among the factors ofCBBE and loyalty ofbrand with the mediating effect of customer satisfaction for the garments industry segment which includes unstitched and stitched clothes which are located in Karachi. Design/methodology/approach - To achieve the objectives of the study the conceptual framework was tested through statistical techniques correlation, regression and mediation by using SPSS and Jamovi. For the data was collected through questionnaire of 307 respondents. Findings - The results indicates that as per the correlation perceived quality, brand identity, trust and life congruence has positive impact on customer satisfaction while perceived valve of cost has a vice versa impact and customer satisfaction has positive impact on brand loyalty. As per regression perceived quality and life congruence has a significant impact on customer satisfaction while the perceived value ofcost, trust and brand identity had no significant impact on customer satisfaction. Customer satisfaction had a significant impact on brand loyalty. As per the mediation customer satisfaction strongly mediates the perceived quality with brand identity but partially mediated all the other variables. Limitations- This study is limited to the population ofKarachi only, sample size was small to carry out more accurate results.