Impact of Customer Satisfaction on Brand Loyalty in Durable Goods
DOI:
https://doi.org/10.17697/ibmrd/2026/v15i1/174518Keywords:
customer satisfaction, brand loyalty, purchase decisions, reliability.Abstract
Customer satisfaction has been acl^nowledged as a captious factor of brand loyalty. Especially in durable goods context where purchase decisions are active involvement and long term. Customer satisfaction is a predictor of brand loyalty. This research identifies the relationship between customer satisfaction and brand loyalty in durable goods. Purchasing decision of durable goods involved high engagement and forecasting of quality for long term. This study gives a clear understanding of the key drivers to influence the purchase decisions of durable goods. Key drivers refers to post purchase engagement, deep emotional connection, reliability and brand reputation. Reliability and durability play a major role while purchasing a product. The scope of the study is understanding the relationship of brand loyalty and customer satisfaction to get a competitive edge for businesses. For analysing the impact of customer satisfaction Correlation and Regression statistical tools are used in this research. Both primary and secondary data is collected and sampling technique is convenience sampling method is used in this study. This study clarifies the significant difference of brand loyalty among customers in different satisfaction levels. For this measurement ANOVA analysis is used. The main purpose of this study is to find out the impact of customer satisfaction on brand loyalty in durable goods with some key influencing factors.
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