Influence of consumer satisfaction on brand allegiance: An empirical investigation in Pakistan's safety and luxury automobile sector

Abstract

Purpose

This study aims to evaluate the influence of customer satisfaction on brand loyalty within Pakistan's safety luxury automobile sector, featuring Toyota Indus, Honda, and Suzuki as key players.

Methods

Employing a quantitative approach, the research collected data from 275 customer questionnaires. The study examined the relationships between customer expectations, perceived quality, perceived value, and brand loyalty.

Originality

This study contributes original insights by exploring the unique dynamics of brand loyalty within Pakistan's safety luxury automobile sector. It sheds light on the specific challenges faced by major players in this market and emphasizes the critical role of effective customer communication and the strategic use of Customer Relationship Management (CRM) data to enhance the customer experience and promote brand loyalty. These findings offer valuable perspectives in a sector integral to Pakistan's economic development.

Findings

The research uncovered significant associations between customer expectations, perceived quality, perceived value, and brand loyalty. Despite their market dominance, these companies faced challenges in cultivating brand loyalty due to issues such as subpar quality, high pricing, and inadequate service.

Practical implications

This study emphasizes the pivotal role of effective customer communication. It suggests that leveraging Customer Relationship Management (CRM) data can enhance the customer experience, ultimately fostering brand loyalty. These insights are particularly relevant in the context of a sector that plays a crucial role in Pakistan's economic development.