Effect of Customer Satisfaction on Brand Image & Loyalty Intention : A Study of Cosmetic Product

Abstract

The Purpose of the study was to investigate the effect of customer satisfaction on  brand image and Loyalty intention directly and indirectly based upon hypothetical model in the current study for a cosmetic brand (Fair lovely) at Gwalior (M.P) in India. The measures were restandardized to make it suitable for the purpose of the study. Number of factors were identified through Exploratory  factor analysis for all the variables.  Structual Equation Modeling was used in the current study through AMOS 16. The results of SEM indicate that there is strong  relationship between customer satisfaction and brand image. The result of SEM also indicates that there  is strong relationship between Brand Image and Loyalty intention and the relationship between Customer satisfaction and Loyalty intention was found little weak. While the indirect relationship between customer satisfaction and loyalty intention via brand image was found to be very strong.  The measure of benefit of brand image was constituted of Functional, Social, Symbolic, experiential and appearance enhance. A survey was carried out using  250 respondents. The results also indicated that overall satisfaction does influence customers' loyalty which imply that marketers should focus on brand image benefits to achieve customer loyalty.