ISSN: 2222-6990
Open access
Customer satisfaction is one of the major objective of the organizations because satisfaction leads the customers to be loyal and this can be source of competitive edge for the organization. Therefore, this study is designed to investigate the mediating role of customer satisfaction between service quality and brand loyalty, corporate image and brand loyalty, perceived value and brand loyalty in the four distinct service sectors of Pakistan i.e. hospitals, educations, banks and hotels. The data were collected by using nonprobability sampling and snowball sampling from the students for determining educational sectors results and customers of other sectors to examine their results. The total 500 questionnaires distributed to respondents from which 440 (88%) were usable and able for testing. The results indicate that service quality, corporate image and perceived value are the key drivers in enhancing brand loyalty when customer satisfaction mediated in their relationship. The findings confirm the mediating role of customer satisfaction in the relationship of service quality and brand loyalty, corporate image and brand loyalty, perceived value and brand loyalty.
Aktepe, C., Ba?, M., & Tolon, M. (2009). Mü?teri ili?kileri yönetimi. Ankara: Detay Yay?nc?l?k
Alam M, Khokhar R (2006). "Impact of Internet on Customer Loyalty in Swedish Banks". J. Econ. Psychol., 16: 311-29.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction. Marketing Science, 12(Spring), 125-143.
Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7-23.
Ashraf, S., Ilyas, R., Imtiaz, M., & Tahir, H. M. (2017). Impact of CSR on Customer Loyalty: Putting Customer Trust, Customer Identification, Customer Satisfaction and Customer Commitment into Equation-A study on the Banking Sector of Pakistan. Int. J. of Multidisciplinary and Current research, 5.
Back, K. J., and Parks, S. C. (2003). “A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction.” Journal of Hospitality & Tourism Research, 27 (4): 419-35.
Back, K. J., and Lee, J. S. (2009). “Country Club Members’ Perceptions of Value, Image Congruence, and Switching Costs: An Exploratory Study of Country Club Members’ Loyalty.” Journal of Hospitality & Tourism Research, 33 (4): 528-46.
Bitner, M. J., & Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality. Service quality: New directions in theory and practice, 34, 72-94.
Bloemer, J. M. M. K. de., Wetzels. (1999). “Linking Perceived Service Quality and Service Loyalty: A Multidimensional Perspective.” European Journal of Marketing, 33 (11/12): 1082-1106.
Chaudhuri, A., and Holbrook, M. B. (2001). “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.” Journal of Marketing, 65 (2): 81-93.
Chaudhuri, A., Holbrook, M. B. (2002). "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty April." J. Mark. 65(2): 81-93.
Connor, D., & Davidson, J. (1997). Marketing your consulting and professional services. New York: John Wiley and Sons
Cronin, J. J., Brady, J., Michael K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Culiberg, B. (2010). Identifying service quality dimensions as antecedents to customer satisfaction in retail banking. Economic and Business Review, 12(3), 151-166.
Davies, G., & Chun, R. (2002). Gaps between the internal and external perceptions of the corporate brand. Corporate Reputation Review, 5, 144-158.
Day, E. (2002). The role of value in consumer satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 22.
Dick, A., Basu, K., (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, 22, 2,00-133.
Donaldson, B., and Runciman, R. (1995), Service quality in further education; An insight into management perceptions of service quality and those of the actual service provider, Journal of Marketing Management, 11(1-3):243-256.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th eds.). Fort Worth-Tokyo: The Dryden Press, -992 pp.
Ford, P. (1998), ``Slow down ahead'', Lodging, May, pp. 58-64.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose and findings. Journal of Marketing, 60, 7-18.
Haigh, D. A. K. J. (2004). ‘‘how to define your brand and determine its value’’. Marketing Management (13), 24-28.
Han, H., and Jeong, C. (2013). “Multi-Dimensions of Patrons’ Emotional Experiences in Upscale Restaurants and Their Role in Loyalty Formation: Emotion Scale Improvement.” International Journal of Hospitality Man
In-Text Citation: (Ashraf, Ilyas, Imtiaz, & Ahmad, 2018)
To Cite this Article: Ashraf, S., Ilyas, R., Imtiaz, M., & Ahmad, S. (2018). Impact of Service Quality, Corporate Image and Perceived Value on Brand Loyalty with Presence and Absence of Customer Satisfaction: A Study of four Service Sectors of Pakistan. International Journal of Academic Research in Business and Social Sciences, 8(2), 444–466.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode