Effect of Brand Image on Service Industry and Relationships between Service Quality, Brand Image, Customer Satisfaction and Customer Loyalty

Abstract

For the economic development of any country; service industry has a significant role. With the changing dynamics of business environment and the rise in competition has resulted in increased pressures on the businesses to provide their customers with a high service quality; as it allows them to satisfy their customers which in turn improve their brand image and customer loyalty. The purpose of carrying out this study's is to assess the relationship between the quality of service, brand image, customer loyalty and customer satisfaction. In order to complete the research the data has been gathered from a sample of 299 customers who purchased at supermarkets in Islamabad and Rawalpindi cities of Pakistan. The sampling technique used for the data collection is convenient sampling. We recommend the conceptual model borrowed from previous studies and contextualized it locally. The approach of deductive and the quantitative strategy have been employed for gathering the data from the target population. For generating the results from the collected data, SPSS software was used. The findings of the study indicate that quality of service is positively linked with the satisfaction of customers and loyalty in customers. Similarly, the results also showed that the image of the brand positively mediates the relationships among service quality, satisfaction and loyalty in customers. In addition, customer satisfaction is also positively linked with consumer loyalty. The implications of the research findings for the management of the business along with its limitations and the future research directions are also discussed in the study