ANTECEDENT OF BRAND LOYALTY: A CASE OF PAKISTAN AIRLINE INDUSTRY
No Thumbnail Available
Date
2023-05-15
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,
Abstract
Nowadays, when customers make their choices on any company’s products or services, they take into account their perceived past experience such as product/service quality, packages, attributes, etc. Brand Experience is an important variable in building brand loyalty and customer satisfaction. Another variable based on brand experience is brand trust. For the business to compete in a cutthroat market, retaining and maintaining customer loyalty to the brand loyalty is crucial (Heskett, 2002). This study would contribute and give assistance to the Pakistan airline industry in emerging future strategies on how to enhance brand loyalty. This research aims to find out the antecedents of brand loyalty in the Pakistan airline industry. Previous studies on brand relationships had a tendency to ignore the mediators between brand experience and brand loyalty. Hence the primary aim of this research is to examine the mediating role of customer satisfaction and brand trust on the brand experience and brand loyalty relationship. In order to collect data from airline passengers for this study, convenience sampling and a quantitative research approach have been selected. For this purpose, a total of 297 valid questionnaires were collected from customers who had experienced the Pakistan Airlines services. The SPSS21 program was used in the analysis of the data. The findings of this research recommended that customer satisfaction positively and significantly mediates the relationship between brand experience and brand loyalty in the Pakistan airline industry. Besides, brand trust was found to has a positive and significant mediating effect on the relationship between brand experience and brand loyalty in the Pakistan airline industry