Record Details

An Empirical Examination of Brand Loyalty via Customer Delight in Pakistan

The Journal of Management and Research

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Field Value
 
Title An Empirical Examination of Brand Loyalty via Customer Delight in Pakistan
 
Creator Assistant, Editorial
Anam, Hera
Faiz, Dr. Rafia
 
Description The purpose of this study is to examine brand loyalty in Pakistan. This is in relation to investigating the relationship between brand attachment, surprise, customer brand engagement and customer satisfaction with customer delight. This innovative study addresses a clear research gap in the brand loyalty literature. A model is developed by the author. Empirical data for the study is collected from 350 self-administered questionnaires in Lahore City of Pakistan. Data analysis in SPSS shows that surprise or customer satisfaction do not have significant relationship with customer delight, but brand attachment has a significant positive relationship with customer delight. The findings also show that brand loyalty has significant positive relationship with customer delight. In the context of current global economic downturn and inflation, brand loyalty is of rising concern. The policy makers can build up on the findings of this study to emphasize on customer delight and exceed customer’s expectations, rather than the traditional limited concept of customer satisfaction.
 
Publisher University of Management and Technology
 
Date 2019-11-29
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://ojs.umt.edu.pk/index.php/jmr/article/view/196
10.29145/jmr/31/0301002
 
Source Journal of Management and Research; Vol 3 No 1 (2016): Volume 3, Issue 1, 2016; 1-28
2519-7924
2218-2705
 
Language eng
 
Relation https://ojs.umt.edu.pk/index.php/jmr/article/view/196/80
 
Rights Copyright (c) 2019 Editorial Assistant; Hera Anam, Dr. Rafia Faiz
http://creativecommons.org/licenses/by/4.0