Impact of Quality, Innovation and Customer

Satisfaction on the Brand Loyalty,

A Case Study of Mobile Phone Users in
Pakistan

Student’s Name (Muhammad Arsalan Mujtaba)

Class (Mba 26 stream)
MB-F15-260037
Specialization (Marketing)

ARMY PUBLIC COLLEGE OF MANAGEMENT

SCIENCES (APCOMS)
RAWALPINDI

NUML
 2017

THESIS BRIEF

Thesis Title : __________________________

Student’s names : __________________________

Supervisor Name: ___________________________

Starting Date : __________________________

Ending Date : ____________________________

DEPARTMENT OF MANAGEMENT SCIENCES

ARMY PUBLIC COLLEGE OF MANAGEMENT SCIENCE

2
 FINAL APPROVAL

It is certified that we have read the thesis submitted by following students.

(Names of students: Muhamnamd Arsalan Mujtaba). It is our judgment
that this report is of sufficient standard to warrant its acceptance by Army
Public College of Management Sciences, Rawalpindi for the MBA degree of
Business Administration.

COMMITTEE

1. Supervisor Signature……………………………………………..

2. Internal Examiner Signature…………………………………….

3. HOD (R & D) Signature………………………………………….

3
 A DISSERTATION SUBMITTED TO THE DEPARTMENT OF
MANAGEMENT SCIENCES, ARMY PUBLIC COLLEGE OF
MANAGEMENT SCIENCES AS A PARTIAL FULFILLMENT OF
THE DEGREE OF BBA/MBA/M.com/BSc-A&F - BUSINESS
ADMINISTRATION

DECLARATION
It is hereby declared that this thesis, neither as a whole nor as a part
thereof has been copied out from any source. It is further declared that I
have developed this report entirely on the basis of our personal efforts
made under the sincere guidance of our Supervisor Mr. Sohrab Ahmed

____________
Students Name

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 Abstract

The purpose of research is to find out how the Quality, innovation and customer
satisfaction effect on brand loyalty. Respondents focused in study are mobile phone
users (Samsung mobile) in Pakistan. Data was collected from the users of Samsung
mobile phone from the area of Rawalpindi and Islamabad. Random sampling method is
used to collect the data. The data was collected from 200 users through questionnaires.
Results indicate that Quality, innovation and customer satisfaction have positive and
significant impact on brand loyalty.
Keywords: Quality, Innovation, Brand Loyalty, Customer Satisfaction

5
Contents
Abstract .........................................................................................................................................................2
1. Introduction ...........................................................................................................................................4
1.1 Background of the Study .............................................................................................................. 7
1.3 Problem Statement/ Research Questions .......................................................................................8
1.4 Scope of the Study ...................................................................................................................... 10
1.5 Rationale / Significance of Study ............................................................................................... 12
1.6 Study Objectives......................................................................................................................... 10
2 Review of the Literature ..................................................................................................................... 13
2.1 Innovation ................................................................................................................................... 14
2.2 Customer Satisfaction................................................................................................................. 18
2.3 Brand Loyalty .............................................................................................................................. 20
2.6 Theoretical framwork ................................................................................................................. 23
3 Methodology .............................................................................................................................. 26
4 Results ................................................................................................................................................ 25
5 Discussion ........................................................................................................................................... 28
6 References .......................................................................................................................................... 51

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 1
Impact of Quality, Innovation and Customer Satisfaction on the
Brand Loyalty
“A case study of Mobile Users in Pakistan”

INTRODUCTION
It has been generally observed that the success of the organizations depends only on the
capability they have. By applying, it may be possible to attract the large numbers of the
consumers towards the brands. When the consumer feels that the branded products he/she
using is excellent then they find them willing to pay even high prices. Brand loyalty
provides a competitive advantage to organizations. If organization wants to remain and
survive in the market for long time period, it’s necessary to touch the stage of brand
loyalty to attain greater market share. (Lydia et al., 2015). Positive word of mouth is the
result of the customers who are loyal. (Hussain et al., 2015). Competitive environment
has completely altered the followed business practices in the past.
It has been noticed that there is rising awareness of the product users and their available
choices in the market has revolutionize the marketing job. There is a need of deep
understanding of such circumstances and relationship building on long term basis with
customers to feel pleasure on repeating sales. Now businesses focusing on the brand
loyalty on the end of the consumers with the purpose to have the benefits of repeat sales.
(Singh, 2016).
Brands Loyalty will play a vital part in the organization's wealth by creating value in
items through marking convey various advantages to the business organizations which
incorporate building predictable amount and salary for quite a while, opposing assault,
getting higher decent amount, in addition to all the more imperatively much better
income and profit (Berry, 1988 ; (Yovovich, 1988).
Intense confirmation exists that up to 70 percent of profit can be credited to the brand
(Perrier, 1997). The touchy issue is in which the organization emerging theory, in which
brand loyalty plays an important role which is considered to be very effective and
customer satisfaction is also based on it. When Brand loyalty increases it means your
customer is satisfied with brand which company is making for consumers. The major

7
mission in the background that its improvement is to see the customer buying
buying practices that is essential for organization's execution to keep up and maintainable
development in the highly finishing in the external and internal environment.The concept
which giving value in the customer satisfaction, innovation and quality to the brand
loyalty is very sensitive issue and very focused due to its significance in business
execution and advantages for an association.
( Perrier, 1997).Past review of the study focused and Monitor that various factors
influence brand loyalty, It Investigate impact of consumer loyalty on brand dedication
and Measure the part of innovation on Brand quality in consumer loyalty and
faithfulness. It examines e the part of brand effectiveness to enhance Quality and brand
steadfastness. It empirically investigates the part of development for upgrading brand
devotion. It enhances the customer fulfillment. Through make quality in product and
services as a Result it provides brand loyalty (Berry, 1988)
Brand loyalty has come in various different ways It is an important factor for a successful
business. The rapid growth of the internet provide a direction to, new and existing
corporate saw the opportunity to create online brands in order to develop brand
loyalty.(Keller, 2008) which will result to gain a enormous market share.
A well-known an examination bouncier hold were large amount at variance factors
engrossed. Which tell about modeling 4of brand dependability and consumer loyalty that
is record for respectably purchasing bundled products. Comparable endeavors with buyer
tough goods, present study will be to depict the of consumer loyalty's and image
dependability with regards to Pakistani mobile Industry by the thinking of Bayus (1992),

Innovation focused within one area can be marked as a dressed to the teeth concept or
produce move from complete or scientific consider, or innovation will manage to be
called the developing the new product for customer and. innovation means something
new creativity make your product or enhance your product adding new technology new
features, new parts to attract the customer and also fulfill their needs and demands. The
creativity and innovation never end continues adding features in the product will enhance
the features of product. Customers will be satisfied bringing the innovating in the product
and also increase brand loyalty (Chernatony, 2001).

8
The quality means the Improvement which can help to makes strong customer
relationship. Quality is a tool which differentiate you with your competitor and attracts
more customer and give your company more share, brands more value able and unique
from competitor in the market and customer oriented market or focused customer market
Adding the quality in to the mobile phone it will give positive message to the customer,
Even that there will be increase market share and company profitability as well as market
share.
Quality saw by the client and their fulfillment laid at stake the indirect relate among
indict signal waving and business quality can be bounded (Chitty, 2007). Quality give
positive sign to the customer that brand is fluffing demand needs ,wants and desire of the
customers, Quality also increase the power of supplier and threat of new entrant also
decrease threat of substitute product. The customers buy their entire regular and best
products when quality remain in the product, and it will also increase brand loyalty of
customers (Rusta, 2008).
There is always race of companies to get the high market share and to lead the market to
demonstrate more distinguishing different features with uniqueness and attract more
consumers and customers. On the other hand the customers will try to find the best
product providers, the finding relation between the three concepts helps in improvement
of quality of the product provided by the mobile phone users. This is the one of the
greatest market challenges ahead of product/services institutes. (Rusta, 2008).
Making the quality of the product is very important for the rapid growth of sales of entire
product. Innovation and different features adding in the product, 2for extra
investigations, the components successful on the development of trust and consumer
loyalty are prescribed to look at in future. Besides, consider the diverse item while
researching brand devotion among clients since dependability outcomes may indicate
error reliant on item variation.2For the nitty gritty examination of brand dedication
among clients included more things in the study. This study was centered focused
essentially to undergrad and graduate students. Products were inspected or watched.
1.1 Gap Analysis
Study directs researchers to extend the research on the brand loyalty; it’s an important
area which needs to be investigated. (Dhurup, Mafini, & Dumasi, 2014). (Lydia,2015)

9
investigated brand loyalty of cosmetic products. there is further need to investigate the
brand loyalty of other products such as product of mobile phone (Samsung mobile).A
further study can also be done on customer satisfaction and service quality by examining
aspects of quality service.Past research has investigated to cover the aspect of regional
knowledge insufficiency by analyzing the impact of customers perceptions of corporate
social responsibility (CSR) on their loyalty towards mobile telecommunication
companies from one of the largest national market of Central and Eastern Europe.
In this research, it was found that there is insignificant relationship between the customer
loyalty of the Romanian mobile telecommunication and perception of the responsibilities
of the service provider with the view to their employees. On the other hand the
companies’ responsibilities towards the public authorities, the environment, community
development customers and sponsorship posses the significant impact on loyalty.
(Moisescu, 2015). This research provides the missing contextual factors of brand loyalty
such as quality, innovation, and customer satisfaction. Dhurup, Mafini, and Dumasi,
(2014),
Describe the value of his research which “provides valuable insights to managers of
companies on the need to continuously enhance their products’ packaging with
competitive pricing strategies in order to improve brand awareness and brand loyalty and
remain competitive in the market. The study also provides evidence of the relationship
between brand loyalty and packaging, price and brand awareness in a South African
context” there is need to study the factor of brand loyalty in relation to different factors,
play key role in determining the brand loyalty. Singh, (2016) pointed out that there is an
important determinant of brand loyalty such as customer satisfaction and satisfactory
pricing strategy. This study was limited and focused on the specific region with few
respondents; researcher recommends that there is scope of future research in this area.
“Brand loyalty is becoming increasingly important for brands in the competitive market.
To get brand loyal customers is something that every brand should strive for, since they
are a great source of possible income. Getting customers involved in a brand is a way to
create brand loyalty. Customers have stronger reactions when exposed to a brand and,
therefore, involvement is often seen as an important step in a company’s brand strategy.”
(Viktor et al, 2015) .

10
From the above discussion, our future direction is crystal clear, there is need to need to
investigate the Impact of contextual factors Quality, Innovation, Customer Satisfaction
On the Brand Loyalty.
1.2. Problem Statement/Research Questions
The empirical investigation demonstrated that customers could be brand loyal to low
involvement products through the facets pleasure, risk probability, quality, and
sentimentality. (Viktor et al, 2015). Brand loyalty is an important phenomenon to
understand with the aim to increase it in the perspective of products used by the
customers. It’s an important step towards the improvement on the part of customers to
enhance it. There is need to further explore the factors enhance the brand loyalty.

The research questions which guided the conduct of this study are:
1. What is current state of brand loyalty of mobile phone users (Samsung) in
Pakistan?
2. What are the factors that affect the brand loyalty of mobile phone (Samsung)
users in Pakistan?

1.2 Scope of the Study

Student using mobile phone with the of Brand name such as Samsung is focused in this
research All the respondents included in the study belongs to the Universities located in
Rawalpindi and Islamabad.

1.3 Study Objectives

1. To assesses the current state of Brand loyalty of mobile phone users (Samsung) in
Pakistan.
2. To identify factors effecting the Brand loyalty of mobile phone users (Samsung)
in Pakistan.

1.4 Brand loyalty

“Brand loyalty can be defined as the extent of consumer faithfulness towards a specific
brand and this faithfulness is expressed through repeat purchases and other positive

11
behaviors such as word of mouth advocacy, irrespective of the marketing pressures
generated by the other competing brands (Kotler & Keller, 2006).Brand loyalty may exist
when a consumer is unwilling to switch from a brand that he or she is familiar with”.

1.4.1 Quality
Quality research most commonly refers to the scientific process encompassing all aspects
of study design; in particular, it pertains to the judgment regarding the match between the
methods and questions, selection of subjects, measurement of outcomes, and protection
against systematic bias, nonsystematic bias, and inferential error” (Boaz and Ashby,
2003; Lohr, 2004; Shavelson and Towne, 2002). "Standards and norms for quality
research outlines are usually found in writings, reports, papers, and advisers for research
plan and strategy. A few researchers, notwithstanding, recommend the philosophical
supporting and motivation behind research techniques that are planned particularly to
produce rich subjective information requires an alternate portrayal Specialized Brief
National Place for the Dispersal of Inability Exploration Center principles (Spencer,
Ritchie, Lewis, and Dillon, 2003).
The concept of product quality can be critically defined from two different perspectives;
objective quality and the perceived quality (Brunsø etal, 2005).However, this study
focuses on perceived quality. Perceived quality is a result of consumers‟ subjective
judgment on a product(Zeithaml, 1988; Doddset al., 1991; Aaker, 1991).
1.4.2 Innovation
“Innovation "Development has broadly been acknowledged as a key vital component
which empowers brands to set up and keep up their upper hands (Moon, Mill operator,
and Kim, 2010)." "Being the main mover while getting to new markets with new and
imaginative items would furnish the brand with better chances to manufacture positive
client base, and it additionally can spare it from extreme competition(Beverland, Napoli,
and Farrelly, 2010).Obviously, a brand which every now and again presents very
inventive items can shield itself from value rivalry. Also, creative items can to a great
extent enhance future buys and upgrade mark execution "(Rosenbusch, Brinckmann,
and Bausch, 2011)
1.4.3 Customer satisfaction

12
According to Bolton (1998) Argus that Customer would become preferably hold back
and fit to your yield if befriend will furthermore keen close yet no cigar their pride of
place and satisfaction. Some valuable firms keep the ball rolling losses to organize their
easy make headquarters and loyalty”.
“Anton (1996) defined customer satisfaction as a state of mind in which the customer’s
needs, wants, and expectations throughout theproduct or service life haven been met or
exceeded, resulting in future repurchase and loyalty”.
1.5 Rationale / Significance of Study
There is need to conduct study on the Brand loyalty of mobile phone users in Pakistan it
will contribute in the enhancement of existing literature practically this study will
contribute to design marketing strategies to gain market share.
1.6 Delimitations of the Study
1. This is cross sectional in Nature
2. Variables are self-Report measurement they can lead to Business
3. The sample size is small

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 REVIEW OF THE LITERATURE

2.0 General
In this chapter of the literature review describe that how the Quality, innovation and
customer satisfaction effect on the Brand loyalty, this part explains the case study of
mobile user in Pakistan and all highlights the variables and their linkages.
2.1 Innovation
Innovation aim’s within one area be marked as a dressed to the new concept or produce
move from complete nifty tenor 1or logical consider, or development oversee be known
as the commercialization of the innovation. It be named as the style by which an upshot
or daydream is supplant a yearly generation or exchange for which family will pay. In
thought must be have the position of useful finish particular long for and execution at
cost to add a development. In the item appreciate (telecom mark)(Hem, Chernatony,
2001).(Hausman,1995) contended broadcast communications adapt markets are in the
then of an extreme turn as broadband.
Innovation gets to be distinctly across the board along commonly the unstable riches of
on the wing media communications and the second happening to Christ of nifty
technologies. Advancement is the PC helped direction of cleaned products, dressy
generation systems, purpose of and execution of dressy (Schickler,1994) ebb as opposed
to rein-drive critical constellations of force. Development is not to be around named as
creation of dressy yield in the mom and pop store notwithstanding it bouncier bring.
Evans and (Schmalensee,2002) of bold laissez faire economic requires evidence
approximately, with, the knee-jerk reaction of financial affair (particularly man or woman
of learning property and distribution Channels).
According to (O’Sulivan,2000) the innovation can be the improve in the and implement and
development in technology, processes, function, culture, ideas, a group of people, system,
organization, production, creating new society and Industries outcome combines the all
these new improvement in the current situation.
When we talked about the performance the effectiveness and efficiency is also be change
in to new function this also show in the impact in this research. There are different types
of innovation in the procedures, operation, administrative, management, department,

14
mass production, and the area of interest, beliefs, polices of the multinational companies
and rules and regulation. The innovation has different dimension and ways as a result in
the units. Innovation is to share new thoughts creativity, acceptance of new attitudes and
behavior, new vision. New hierarchy, new command and creativity in all strategy include
and discuss in the literature in the context of innovation.
Creativity in the human resources creativity in doing new work, creativity in handling the
issues, new solution, new approach to the adopting new resources are also the part of the
innovation adding up young people and giving the opportunity to the young people and
also give chance to females to enter in the organization this innovation give the positive
result and recycle the waste and utilize them to use them in the new ways (Damanpour,
1991)
2.2 Customer Satisfaction
Past research indicate that customer satisfaction has positive impact on brand loyalty.
“This paper investigates the linkages among service quality, service provider image,
customer expectations, perceived value, customer satisfaction and brand loyalty in a
Dubai-based airline”. (Hussain et al, 2015). Brand loyalty, which is a consistent
preference for one brand over all others, is characterized by customers experiencing the
highest level of satisfaction (Park et al., 2004). Literature provides evidence regarding the
link between customer satisfaction and brand loyal customer, customer satisfaction is
considered to be important drivers of the current study’s dependent variables such as
brand loyalty (Bloemer & Odekerken-Schroder, 2002).
Companies need to swear clients that they won't be snared whatever happens to go to or
showcase. Client help was base (Anderson and Sullivan, 1993). Client would turn out to
be ideally staunch and fit to your yield if become a close acquaintance with will
furthermore keen close yet no cigar their pride of place and satisfaction. Some valuable
firms keep the ball rolling losses to organize there easy make headquarters and loyalty.
According to Bolton (1998),easy make reprieve for client boot invent that mix cares
approximately them. And) hinge on that Telecommunication gadget are in the at the
agnate time as of a drastic critical point as generic band technology becomes widespread
along by the whole of the explosive high on the hog of mobile telecommunications and
the second coming of christ of dressy Technologies a well known as as Esmr and

15
Pcs.Most of the circumstances clients are to be sure around keen approximately the
design of the go to towards their gripes.
It is possible that they yielda emphatically or not. On the off chance that blend takes it
extremely it cut back increment Erson and Sullivan (1993), found that the client's help
influences the customer in their will to re buy entire thing. Arrangement of quick
objection dealing with and efficient shopper engagement in activity application bolster
the ministry to avert building of complete negative impressions individually customer.
Although sprinkling befriend bouncecel have as a matter of fact good action and produce
notwithstanding again they surmount seeing component of interaction by all of what is
coming to one the indistinguishable information virtually, (Grayson,1995)
a partnership may buried one head in sand to get ahead better customer help supposing
providing valuable quality service, inasmuch as the properties gone straight 1are not
predictable from the client's include of view. In extensive sum cases organization are not
earnestly collaborate by the whole of customers but they get what is coming to one
information virtually. 1their item) from their merchants and other super accommodation
store intelligence. Retailers and appropriations are aside agents of the organization. As
per Chu and Desai (1995) in a few circumstances if Manufacturers have constrained act
contact with the clients once endeavors compelled by a sense of honor by retailers for
client lightening cut back assume without a doubt essential part. In one circumstance the
client regards retailers as delegates of the partnership.
Organizations convey to one feet many changes and cleaned advancements to focus
customers and study them more respite since it is the need of lovely period. Fulfillment
laid on the line of customer changes at each associate that is subsequently its official for
the organizations to bring these progressions. Acquiring any basic point yearly creation
increment super convenience store imagines which is a totally poor power for an
organization in light of the fact that if these procedures entire hoard it can acquire a huge
perfection client's reprieve and super accommodation store share. It other than brings
signal waving of the client Fornell (1995) accomplishing more client help and higher
partake in the market. Industry needs to plow back in to a handwriting on the wall of am
a source of strength on potency and departure from the norm because innovation close
but no cigar any annual production or betterment in.

16
When product is according to the customer needs, want and desires it will increase the
production units and sales the buying pattern is increase more and more exchange of
good is transferring and customer is pleased and industries can get whole sale returns
many from the past. It upholds the annual production for betterment requires sleep
finance change in to active finance, recovered with produce which influence buyer to buy
more and bringing pregnancy you wish to happiness in the customers for the purpose of
outlook extracting highlighting relationship between customer alleviation and abundance
it come when customer is satisfied (Anderson, Fornell & Rust 1997) an arm and a leg
productivity, or favor fulfillment, or both at once.
The course of action of consumer loyalty will be assorted in how things stack up of
offbeat persons; comparatively it will be different in circumstance of item/administration
rivalry, legitimately idea of customer's fulfillment has expected in light of an adjust lift
providing food for both cerebral and fleeting parameters relating satisfaction behaviors a
well known as overcome and best liked rate. (Gans ,2002) dependable if we design a
mom and pop store having equivalent customers, the divided 1of people will have a
correlated contrast in super accommodation store behavior for longer circumstances.
A number of the studies agree that consumer loyalty alludes to the state of mind or result
assessment framed by a client checking distinction on pre-buy desires of what they would
get from the item or administration to their subjective view of the execution they really
received. Measures of general consumer loyalty ordinarily catch buyer desires towards
the administration gave, and additionally how far the gave administration is from their
optimal Consumer loyalty is a crucial determinant of long haul customer conduct.
To control client surrender, most organizations concentrate on overseeing consumer
loyalty Consumer loyalty has increased particularly consideration over the most recent
couple of decades in every aspect of creation. In an undeniably aggressive and dynamic
condition, more noteworthy consideration is persistently paid to client connections and
fulfilled clients. For organizations, consumer loyalty is a compelling approach to separate
themselves from contenders and increase upper hand yet it is likewise one of the key
issues in their endeavors towards enhancing quality .Fulfillment is frequently utilized as
an indicator of future customer buys. Fulfilled clients have a higher probability of
rehashing buys in time of suggesting that 14 others attempt the wellspring of fulfillment,

17
and of ending up plainly less open to the contender's offerings.
Then, client
satisfaction is the purchaser's satisfaction reaction. It is a judgment that item or
administration highlight, or the result of administration itself, gave (or is giving) a
pleasurable level of utilization related satisfaction, including levels of under-or overfull
filament Consumer satisfaction is an attitude change resulting from the consumption
experience .
The Perceived Customer satisfaction is to fulfill the mind set and feelings of the customer
which give conforms. Making Product and selling the product which attract and then
respond by the customers in the form of buying behavior and evaluate the consumer
dining experience. Kumar and (Ramani ,2006) proposed that interaction orientation leads
to high levels of customer satisfaction. For instance, studies have shown that empowering
individual customers to develop their own unique experience enhances their satisfaction.
Ramani and Kumar (2008), In this survey samples which indicate that firms has to focus
in the customer satisfaction and that have the major objective of the firms and give
superior integrations orientation result(Kumar ,2008)
The customer expectations is compete to the perceived performance towards perceived
performance and the product buys impact that which way you selling the product.
Product is effectively and correctly meets to the customer expectation it will give the
positive results and no customer complain against the product the right product at right
time it is sign of the loyalty. In that way the improvement came in to existing
performance which bring customer satisfaction and loyalty .If you are not forced to the
customer You lose the customer and your over sales is also decrease and customer
complaints are increasing and on other hand the high perception of performance give the
more customer satisfaction which lead to consumers loyalty.(Okoli Reilly 2003).

2.3 Quality
Product Quality can be measure through different tools, (Reliability, tangibility,
Responsiveness, assurance and empathy) these are factor which build relationship in this
research .How your product is according to the expectation and demand of customer.
Who you are delivered quality product to your customers..In basic principle to this, trade
status contains the disagreement of relationships between public relations expert and the

18
purchasers. Due to the product provided easy make wants to make the cut the product at
shop. This sire the sample coordination between public relations expert and consumer
product and how things stack up boot be most zoned.
As the diversity between easy make image seldom the work presentation and his/her
expectations for product. Product materialize is an essential item in hut the cast
investment and virtually zoned in at amendment words as the decisions that are resultant
from estimation by the number in which customers shun the enrollment provided to them
and the yield they shipped (Parasuraman et al, 1988) (Gronroos ,1984). The customer’s
decision barely the barring zero performance of the work product ( Zeithaml 1988). If the
action both feet on the ground individually customer is separately status they foresee
approximately the elect this engenders 3a better engagement in activity application and
happened upon how things stack up (Gronroos, 1988).
The epitome of service 3quality that got attention was perceived by (Parasuraman et al.
1985). There is a major imperil of trade quality on the use one hands waving of client
(Bolton and Drew 1991). Some scholars alluded to that me and my shadow those graphic
representation have major doom on diverge something on allegiance especially not
intangible concerning gives notable idea (Kayaman and Arasli 2007). The quality
perceived by the client and their satisfaction on the level the indirect connect among file
flag waving and engagement in activity application quality boot be most zoned (Chitty et
al., 2007).
In business organizations they essay have to facilitate the customer by their entire
uninterrupted and fine enrollment 3qualities that can figure them at the excel in the
laissez faire economic of services provided. The am a matter of to liberate in comfort
while in free enterprise is to portend customers with their steady and exceptional
products, flag waving of customers by the whole of name and mitigating oblige (Rusta,
2008). Practical look all over for 14 also definitely defined the sexual relationship outside
of marriage between the job quality, name investment and allegiance of customers
towards the brand.
The style of the customer and age towards the services and its multidimensional definite
business was practically by the restraint (Zeithaml et at. 1996). Positive fine of language
of mouth, circumstance of customers towards the brand, peaceful boiling connect in price

19
tag and behaviors of complaining roughly it are the inescapable four measurements that.
From one end to the other described the multidimensional framework review. As talked
about under the early on segment of this part, this section expects to look at the idea of
item quality. This would be accomplished by taking a gander at the significance of item
quality and speculations/models of item quality This would be achieved by looking
principally at the meaning of product quality and theories/models of product quality the
change in the product is also known as a Quality and justifies with satisfaction of the
customer change the mind of the customer. Quality of the product can be watched from
two different angles the concept of perceived quality has namely objective (Brunsø et al,
2005)
To adding new features in the performance, durability, process, Measurable, technical and
verifiable overall goal in the product and quality control. Customer can judge the quality
through the innovation adding value, characteristics in the product that will fulfill the
needs and desire of the customers, which focused the customer satisfaction in other way
we can say that Be that as it may, makers and shoppers have diverse

2.3 Brand Loyalty

Brand loyalty is the push and bonccel start motive effecting factor generally in a superior
way field is impaired once up on a time hang something on allegiance is understood. This
tiny study provides flea in ear of the holding the bag of variables contrasting than
foreshadow and indicates sprinkling of the benefits of field work it’s the intensity to
which a name is regularly purchased individually consumer. For advertising involve of
regard to move up in the world prosecute flag waving, the regular shopper be directed be
positive that the sue offered consists of close nonetheless no cigar suitable hoard of arm
and a leg and quality McConnell (1968).
The style and breadth of easy make based prosecute bankroll is noticed at the hand of the
violence, and crazy of sue associations stacked in hallucination (Dillon et al, 2001).
Customers boot be attracted by providing them the apparatus which are needed by them.
If formulate will laid at a well known feet them this saloon they will be gratify and loyal.
According to Bayus (1992), a well known an examination bouncecel hold manufacturers
and retailers confirm sue loyalty in restriction of the dominant client sources that a name
attracts. There are large amount at variance factors engrossed in repeat buy phenomena

20
which are again unexplored. May be it prosecute loyalty which urges customers hassle
this practice?
and Lenk (1995) intended that more strategically, the results come to the point that
consumer preferences for brands are not virtually as dyed in the wool as credible
expected. Our experiment suggests that a large end of repurchase fashion is discipline to
unexplained factors that are laid it on the line across tried to buy occasions. Brand
furthermore varies from decrepitude, gender culmination pattern. There are many factors
which brought pressure to bear the sue loyalty savor consumer medicine, brought
pressure to bear up on from society and disparate persons show and tell the evaluate of
summon, anthropoid relations of a buyer by the entire sales person. Customer help is
supportive principle to summon loyalty. Newman and Werbel (1973) found free from
doubt relationships between prosecute loyalty and satisfaction mutually the gray product,
and debility of the household front and the world of immature children. When clan annex
staunch to your hang something on it’s agile to launch dressed to the teeth name or make
up by all of any when push comes to shove in urgent product or brand. Sometimes it
increases mutually the distinctive incentives given by all of product. For concrete
illustration, any receive in which your summon is furthermore offered. Loyal customers
are less figure tag sensitive than non-loyal customers in the excellent decision (Tellis,
1988).
2.5 Major Conclusions
This research shows the impact of Quality, innovation and customer satisfaction on the
brand loyalty. This relationship is very strong but still it is an important element for the
loyalty of the customer towards the Samsung mobile phones. Samsung Mobile phones
are becoming a sensational part of technology. For brand loyally of customer, mobile
phone makers companies have to bring new changes and features to attracted customer.
For doing this kind of practices companies have to bring innovation and quality changes
through using standard of ISO 9000 for quality for improvement in the Samsung brand.
When any new product is introduced according to requirement of customer in cellular
products it automatically increases the Brand loyalty. There are also some other reason
for the brand loyalty. For example price is an important element for Brand loyalty. In the
country like Pakistan people become mentally satisfy. When they give high price for the

21
product it’s their mental phenomins.
The all three independent variable that is quality, innovation and Customer satisfaction it
has positive relationship with Brand loyalty And also negative also. The data which is
collected through questionnaire depicts that innovation has positively affect on brand
loyalty. Here for the brand loyalty again price is an important element because according
to the economic conditions of the country people love to buy the product which gives
them more features in an economical package.
we can say for the brand loyalty price is for more important the innovation. for example
after studying the environment of the country, researchers found that Samsung has the
largest market share in the mobile market of Pakistan. When it is studied thoroughly it
was found that in their market share there is a huge part for the economical mobile
phones. Although mobile phone which have less price sell more than the expensive ones.
Although factor for the dissatisfaction and un loyalty is the lake of interaction between
customers and producers because companies which are selling mobile phones are
foreigners and they do not have their customer’s centers in Pakistan,
Where people can come and interact directly to the company. For this reason they cannot
tell their demands directly to the companies and the companies are unable to fulfill the
demand of the people. Users have to follow and manage with the features provided to
them by the company. This thing increases dissatisfaction. As mention above price is also
an important element so if the companies have service centers so they can also find out
the economic need of the people, with the help of it they can increase loyalty among the
customers. Which is a huge and plus point for the producer companies. These are the
main and possible factors which do not let or hypothesis positive.

2.6Theoretical Framework

22
Figure 2.0

Quality

Innovation

Brand
loyalty
Customer
satisfaction

2.7 Hypotheses

 H1: Quality is positively and significantly related to the brand loyalty.

 H2: Innovation is positively and significantly related to the brand loyalty.

 H3: Customer satisfaction is positively and significantly related to the brand

loyalty.

23
 3

RESEARCH METHODOLOGY

3.1. Sampling Method

Convenient sampling method is use in the research
3.1.1. Population
Educational institute and universities of Islamabad and Rawalpindi
3.1.2. Sample Size
Group of 200 student those are using Samsung mobile phone is the sample size.
3.2. Data Collection Techniques

Primary data is collect from the 200 students of Islamabad Rawalpindi education institute
and universities through convenient Non probity data with Random sampling method

3.2.1. Primary data

Primary data is collect from the 200 students of Islamabad Rawalpindi education institute
and universities.

3.2.2. Research Instruments

Adopted questionnaire are used to collect the primary data.

Table 3.1

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 Variables Sources Items

Quality Yoo et al (2000) 9

Innovation (Ghundaz Ulusory,2014) 4
Customer satisfaction ( Ragunathan and Irwin(2001) 2
Brand Loyalty (Algesheimer,Uptal and 6
Hermann,2005;Fullertron,2005;

Table 3.1(specimen)
Variable
Chronbach’s Alpha
Quality .722
Innovation . .700
Customer .758
satisfaction
Brand .769
loyalty

3.3 Sample Characteristics

Table 3.2Frequency Distributions (specimen)

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Gender . Percentage

MALE 150 75%

FEMALE 50 25%

3.4 Data Analysis Techniques

The SPSS (version19.0) was used for processing the statistical data. Descriptive statistics
were calculated for the study variables. Correlation analysis was done to determine the
relationships as well as the extent of association’s Independent variable and dependent
variable. It also gave the significance of the relationships between the independent
variables and dependent variable. Regression analysis was carried out to find out how
much of the variance in the dependent variable Brand loyalty is explained by the
predictor variables.

4
RESULTS

26
4.1Descriptive Statistics

Table 4.1 (Specimen)

Variables Mean SD

Quality 4.963 0.547

Innovation 3.842 0.261

Customer 4.005 0.645

satisfaction

Brand loyalty 4.865 0.063

4.2Inferential Statistics

The independent and dependent variable from the random sample of the students of
educational institute and university of Islamabad and Rawalpindi in the large population a
get one member from independent in the students and one from dependent in the students
and considered their problem their mobile phone are not working and they are shifted
from the brand Nokia to Samsung simple the compression of dependent and independent
variables.

4.2.1 Correlation Analysis

27
Table 4.2 (Specimen)

Variables 1 2 3 4
1 Q.L 1 .191** .290** .224**
2 I.N .191** 1 .419** .423**
3 C.S .290** .419** 1 .456**
4B.L .224** .423** .456** 1

** Correlation is significant at the 0.01 level (2 – tailed)

This table shows the quality has significant and positively correlated with brand loyalty,
innovation has positive and significant correlated with brand loyalty and customer
satisfaction is positively and significant correlated with brand loyalty.

4.2.2Regression Analysis

Table 4.3(Specimen)
Predictors Outcomes
Beta t p
Q.L .340 4.292 .000
I.N .441 5.604 .000
C.s .396 5.096 .000
.

Investigate whether the two cognitive response dimensions of quality, innovation,

customer satisfaction and Brand loyalty that is brand loyalty perceived and the predict the
value that relationship of quality, innovation and customer satisfaction on brand loyalty is
effective and a simple relations.

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 DISCUSSION

Brand loyalty gives a high output to industry of the Samsung mobile when the brand
loyalty increases as a result it will increase the revenue and profit of the organizations.
Organizations can retain more consumers/customers for long time of period who buy
Samsung, when customer is satisfied as a result they will be loyal to the product. Brand
loyalty is very important in 2017 for the organization to survive. The presence of the
factor such as brand loyalty will give enormous satisfaction
When consumer is satisfy it will give positive word of mouth and it will build strong
relationship between buyer and seller. Brand loyalty increases the market share of the
organization. Brand loyalty gives strength to the company and it is the asset of the
company, brand loyalty also reduces the switching to substitute. Brand loyalty result into
bonus and reward of company’s sales personnel.
When customer is loyal with brand they will never go for substitute. They only prefer the
particular Brand. Brand loyalty is a sign that your customer will not switch off to other
brand, and company is fulfilling the need of the customer. Brand loyalty gives positive
word of the mouth to the people and it will attract more customers. Brand loyalty increase
when innovation come in the product, different variants in the product bring quality .The
standardized product made for the customers.
Brand loyalty increase the market share of the organization internal customer and also
external customer’s .Brand loyalty gives strength to the company and it is the precious
asset of the company. More locality increase when innovation comes in the product,
different variants in the product more choices in the colors, Body, each every part of the
product. Bring quality in the brand will bring more loyalty. The standardized product
made for the customers. More customers will attract towards products. When customer
will satisfied differently brand loyalty is increase. Customer are satisfied is important the
company has to know the demand and need of the the customer which full fill by the
particular Brand through this will increase customer satisfaction and Brand loyalty also
increase.
Due to the Brand loyalty the customer are coming back for purchase or use the products.
If company want Long-term sales growth. They have to focused on the brand loyalty

29
improve the existing situation. Companies are not focused to the Brand loyalty Customer
Loyalty is an important aspect of business the organization can never run and not to fulfill
their strategic goals. Brand loyalty its importance to a maintain brand loyalty.
When customer is loyal to the Particular Brand for the uniqueness value in the Brand the
Customers are sensitive to price changes. Due to reducing the customer retention can
Improve Business growth and brand loyalty, which lead to the continuous increasing
sales since in the same brand Loyalty Which lead to continuous increasing sales since in
the same brand purchase again and again or repurchase.
Brand loyalty come through customer feedback is create value in the band both the
positive & negative as well. Give knowledge to your customer and trained your
customers, change the brand into high love and high respect that is love mark in the
customer that is love mark in the brand of Samsung. Create innovation of love &
emotional into the mobile brand more retain the consumer life time,
Creates the message for the customer motivation and involve in the customer events this
will create the value in the brand will convert in the loyalty. If companies are focused on
the that points the definitely brand loyalty increase and also Sales increase and customer
will always prefer your Samsung when they have love feelings for Samsung.
When a customer bounded itself to buy a specific product or item it fall under category of
brand loyalty. In support to that manufacture focus to maintain the quality of their items.
Consumer now days focused on quality standards even paying more money the
organization should take practical steps by providing incentives to the customer to keep
them with brand. Brand loyalty plays a important role in an organization and it has many
advantages.

1. Production cost falls if the sales are increase. Great company is attracts the new
buyer and also keep on attracting their old consumer to retain for longer time.

30
 2. If the company is brand loyalty conscious their product does not need much
marketing saved the money can further be used for other schemes to benefit the
existing & expected buyers, increase the buyer family for their products.

3. Consumer who strict to the brand consistently can act as brand ambassador of the
product.

4. Care and mentioned the brand loyalty in the organization.

5. The moment a due care it’s not given to product customer can easily change
loyalty.
People are pulled in to specific brands because of every individual mental make up.
Subjective reactions can be coordinated with brand identities. Mark identities are
separated into 5 classes of qualities: earnestness, toughness, skill, advancement and
excitement.Consumers are typically attracted to brands in light of the fact that the brand
will unequivocally pass on one of these characteristics, and that attribute will reverberate
in the individual shoppers mind. These characteristics are coordinated to the five mental
components that the purchasers are impacted by. These are the recognition, learning,
inspiration, and convictions and attitudes.In connection to brand steadfastness, the most
critical variables are convictions and states of mind. A conviction that one may hold can
be founded on genuine learning, confidence or feeling and can convey an enthusiastic
charge.Consumers utilize these convictions to frame a brand picture in their psyches, and
advertisers attempt to either change or improve individuals' convictions to attract them to
their brand.Marketers can publicize messages,
for example, 'no additional sugar' and after that if this announcement reverberates in the
customers mind, they will trust that this brands convictions coordinates theirs [14] Beliefs
that shoppers hold against brands can likewise be false, as verbal, false promoting et
cetera can make false impressions. Advertisers will attempt to neutralize these negative
convictions so the buyer feels like they hold comparative convictions as the brand. States
of mind can be founded on brand remarkable quality and

31
availability. Shoppers make steady assessments on each part of their lives and these make
up dispositions. Ones mentality is typically hard to change, so advertisers attempt to fit
their brands and items into all out states of mind. Each time a purchaser reaches a brand
(through publicizing and advancement), they think about their dispositions to settle on
judgements and choices about that specific brand. On the off chance that a man's
demeanor harmonizes with what a brand is attempting to
pass on, the customer will put the brand into a "loving" classification in their psyche. The
purchaser will then probably build association with this brand, and on the grounds that
mentalities are hard to change, the odds of brand unwaveringness happening are
expanded.Other promoting methods, for example, relative publicizing have appeared to
expand the brand states of mind one may have.When a brand acclaims a contender,
instead of utilizing a negative correlation, shoppers are appeared to have more
positive brand dispositions, in this way attracting them to the brand.
may publicize themselves in ways that have nothing to do with their item, however
utilizing enthusiastic impacts that they know the normal buyer will draw in with. For
instance, utilizing religion, world peace, adore, demise, youngsters and numerous more
images that people can feel nostalgic about will pull in buyers to their image Through
publicizing,
Advertisers are starting to concentrate more on understood passionate messages, instead
of the real substance or data about their brand.Consumers consider battles, and a wave
impact can happen, because of the social feeling of the crusade to the regular people
feelings. Once a passionate hold has taken compel, customers will probably have the
capacity to review the brand than shoppers who have been liable to a lot of substance
information. Because of this expanded level of review, brand dependability will probably
happen,
As the brand name is reverberating in the purchasers mind because of a sentiment
enthusiastic attachment. Furthermore, buyers will pay more for an item that has a brand
name that impacts them sincerely High VS Low Involvement Consumers Buying choices
from buyers can be reliant on their level of association with the item or brand. Mark
dependability can originate from whether the purchaser is profoundly or modest required
with the brand. High inclusion shoppers interface with brands and items that are

32
imperative to them, are dangerous or costly and items that individuals who are essential
to the customer have solid suppositions on.
High Involvement buyers will as a rule advance through complex purchasing conduct to
choose whether they need to buy an item whose brand enormously contrasts from others.
This includes picking up learning of the item, determinations and traits, and besides
making states of mind that prompt the purchaser's decision. Similarly, cacophony
lessening purchasing conduct happens in a similar circumstance, yet rather with brands
they see little contrasts between. This procedure comprises of buyers discovering buy
comfort, appealing evaluating, and looking. High association shoppers look for more item
properties and take part in more item related exercises,
For example, hunting down more data on an item and examining the brands background.
This engagement makes buyers mindful and educated of the brands qualities, so
subsequently they can shape behavioral brand dependability, as the customer feels that
they know the brand well. Low inclusion shoppers go up against the periodic purchasing
conduct or assortment looking for behaviour. These procedures happen when a purchaser
is buying quick moving merchandise and requires a low item association level.Habitual
conduct happens when the customer doesn't see substantial contrasts between brands; so
hence don't scan for data. Shoppers more often than not buy on the premise of publicizing
or advancement making familiarity.
dispositions framed by being presented to notices and advancements are what can bring
about brand dedication to happen The constrained measure of data handling and absence
of intellectual work done to survey each brand can imply that these purchasers stay with a
brand essentially in light of the fact that it is less work. Low inclusion buyers are utilizing
alternate way assessments so a known brand name that they haven't thought sufficiently
profound to discover blames in will be a simple purchase choice for them. Ongoing
purchasing conduct can bring about brand unwaveringness intuitively.
The shopper isn't effectively mindful they need to buy over and over from a specific
brand, it is simply in their constant nature to do so. Alternatively, low association
customers who are utilizing assortment looking for conduct see contrasts amongst brands
and have a tendency to do a considerable measure of switching.To endeavor to convince
these purchasers into routine purchasing conduct, advertisers will attempt to overwhelm

33
rack space, cut costs or present new products. If a low contribution buyer keeps on
utilizing assortment looking for conduct, mark dependability is probably not going to be
built up.
A brand needs the client to return to them without a moment's notice. His/her
dependability towards the brand is measured as being specifically relative to the cash
spent. Be that as it may, a shopping center or an inn must tread an alternate course. In the
event that a shopper spends an equivalent sum at five unique stores/marks in a shopping
center, it guarantees the supportability of not only one shop, but rather five of them.
Toward the day's end, a shopping center needs whatever number stores involved as could
be allowed. A shopping center can't stand to have a brand or two being money cows while
others as slow pokes. A customer spending Rs. 10,000 at a solitary store is constantly less
reasonable than another customer spending Rs. 2,000 each at five unique stores.
The degree of the dedication of shoppers to a specific brand, communicated through their
rehash buys, regardless of the showcasing weight produced by contending brands." Let's
investigate why mark faithfulness is so imperative and the part that reliability cards can
play in this. Does Brand Loyalty Exist?
Yes, it does! While mark faithfulness still exists, it has positively changed throughout the
years. With an expansion in the quantity of alternatives for purchasers, the market has
turned out to be considerably more focused significance organizations regularly need to
discover innovative approaches to speak to their crowd.Notwithstanding these
progressions, dedication projects are as yet an extraordinary approach to draw in and hold
clients.
The article, Is Brand Loyalty Dying a Slow and Painful Death contends that individuals
are less faithful to their brands than they are to a decent arrangement. What that implies
for you is that you have to make a dependability program that works with your image. On
the off chance that you compel something that does not fit, clients will have the capacity
to tell and your organization won't profit.
Recurrence of shopping is likewise a basic variable to gauge faithfulness. An incessant
customer brings more into the table than a rush from-the-blue customer regardless of the
possibility that he/she spends as much cash a successive customer may have spent
through numerous exchanges. An incessant customer is fiscally more steady, for it's not

34
relied on upon the impulses of a modest bunch of purchasers. A fund proficient constantly
bats for consistent wellspring of wage than a regular income. Concurred, the diagram
outlining development of the undertaking may not be exponential but rather it guarantees
that the chart doesn't move southwards.
Dependability is not just about cash spent, but rather must be comprehended from mental
and sociological speculations and points of view. Feelings drive individuals and a man
short feelings is a robot.Reliability cards are those magnificent punch cards (or
computerized applications like Starbucks has) that enable clients to acquire free items or
reduced things for racking up a specific number of buys at your business. These are most
normally observed at eateries and cafés, yet can be utilized for a wide range of ventures
when done viably.
So why are unwaveringness cards so incredible? Consider this: Do you settle on choices
on where you will spend your cash in light of the advantages you will get? Many
individuals do. We as a whole like the advantages we get from the spots we shop, and it's
shockingly better when a business we support gives us something back consequently.
As an entrepreneur as well as advertiser, it is vital to remember this. Dedication cards and
motivators for existing clients will cost you not as much as procuring new clients. While
numerous substantial enterprises have culminated their reliability programs, Entrepreneur
traces the advantages they can have for independent companies in the article, Why Small
Businesses Should use Customer-Loyalty Programs.
Building up a powerful devotion program does not have to burn up all available resources
and putting resources into your clients will pay off for your business. As noted in the
Entrepreneur article, rehash clients spend overall 67 percent more than the individuals
who are going to your business surprisingly so recognizing
What you choose to decide for your reliability program will rely on upon the kind of
business you work. There is nobody measure fits all approach. For instance, the reliable
punch card may not work on the off chance that you have top of the line stock. Rather, it
might be more useful for you to outline an arrangement that offers a rate off a thing after
the client has spent a specific number of dollars.
Contingent upon the extent of your business and the assets accessible, you can work with
an improvement organization to plan an application that enables clients to monitor their

35
prizes on their cell phone. On the off chance that you don't have the limit with respect to
an application, cards are an awesome option. They can be kept in a man's wallet and go
about as an indication of your administrations.
After you settle on the choice to incorporate a prizes program into your strategy for
success, ensure you accept the open door to accumulate the client's data so you can get in
touch with them in regards to future advancements and updates about your business.
Remember that you would prefer not to over-burden them with messages which may
make them withdraw. Give clients the chance to give criticism and consider any remarks
they give you important.
They may have proposals that will be advantageous or give you thoughts on a more
fruitful program. All things considered, clients are the ones that need to discover your
impetuses beneficial and on the off chance that they are not, then you ought to invest
some energy conceptualizing new thoughts for your dedication program.
A brand is viewed as a thought or idea, not a product. This idea of a brand shows
symbolism and imagery for an item or scope of items. Brands can have the ability to
connect with shoppers and make them feel candidly attached. Consumer’s convictions
and states of mind make up brand pictures, and these influence how they will see brands
they come into contact with . Mark encounter happens when purchasers look for or scan
for, and devour products. Holistic encounters, for example, sense, connection, acting and
feeling happen when one comes into contact with brands. The more grounded and more
social these faculties are to the individual, the more for likely rehash buy conduct will
happen. After contact has been made, mental thinking will happen, trailed by a purchase
or not-purchase choice. This can bring about rehash buy conduct,
hence acquiring the start of brand loyalty.Brand steadfastness is not constrained to rehash
buy conduct, as there is more profound mental thinking in the matter of why an
individual will ceaselessly re-buy items from one brand. Mark reliability can be without
further ado characterized as the 'behavioral readiness to reliably keep up relations with a
specific brand' In a review of about 200 senior advertising administrators, 68 percent
reacted that they found the "devotion" metric exceptionally useful,Genuine brand
dedication happens when customers will pay higher costs for a specific brand, make a
special effort for the brand, or have a favorable opinion of it.Reason Mark dedication, in

36
promoting, comprises of a customer's sense of duty regarding repurchase or generally
keep utilizing the brand and can be shown by rehashed purchasing of an item or benefit,
or other positive practices, for example, informal support.
It has been recommended that faithfulness incorporates some level of pre-dispositional
responsibility toward a brand. Mark dedication is seen as multidimensional build. It is
controlled by a few particular mental procedures and it involves multivariate estimations.
Clients' apparent esteem, mark trust, clients' fulfillment, rehash buy conduct, and duty are
observed to be the key affecting components of brand unwaveringness. Responsibility
and rehashed buy conduct are considered as fundamental conditions for brand
unwaveringness taken after by saw esteem, fulfillment, and brand trust.
Fred Reichheld, One of the most powerful essayists on brand reliability, asserted that
improving client devotion could effectively affect benefit. Among the advantages from
brand dependability particularly, longer residency or remaining as a client for longer was
said to be lower affectability to cost. This claim had not been exactly tried up to this
point. Late research discovered proof that more extended term clients were without a
doubt less touchy to cost increments.
Mechanical markets In modern markets, associations respect the 'substantial clients' as
'significant records' to be dealt with by senior deals work force and even chiefs; while the
'light clients' might be taken care of by the general sales force or by a merchant.
Arrangement of brands Andrew Ehrenberg, then of the London Business School said that
customers purchase 'arrangement of brands'. They switch routinely between brands,
frequently on the grounds that they just need a change. Therefore, 'mark infiltration' or
'brand share' reflects just a measurable shot that the greater part of clients will purchase
that brand next time as a feature of an arrangement of brands they support. It doesn't
ensure that they will remain faithful.
Impacting the likelihood confronting a shopper looking over an arrangement of favored
brands, which is required in this specific situation, is an altogether different part for a
brand supervisor; contrasted and the significantly more straightforward one generally
portrayed of selecting and holding devoted clients. The idea likewise underscores the
requirement for overseeing progression.
Mark dedication is more than straightforward repurchasing. Clients may repurchase a

37
brand because of situational imperatives, (for example, merchant secure), an absence of
suitable options, or out of convenience. Such faithfulness is alluded to as "spurious
steadfastness". Genuine brand unwaveringness exists when clients have a high relative
state of mind toward the brand which is then shown through repurchase behavior.
This kind of steadfastness can be an awesome advantage for the firm: clients will pay
higher costs, they may cost less to serve, and can convey new clients to the firm.For
instance, if Joe has mark faithfulness to Company A he will buy Company An's items
regardless of the possibility that Company B's are less expensive or potentially of a
higher quality. From the perspective of numerous advertisers, reliability to the brand —
as far as purchaser utilization is a key variable. Utilization rate
Most vital of all, in this unique situation, is normally the "rate" of use, to which the
Pareto 80-20 Rule applies. Kotler's 'overwhelming clients' are probably going to be
excessively vital to the brand (normally, 20 percent of clients representing 80 percent of
utilization and of providers' benefit). Therefore, providers frequently portion their clients
into 'overwhelming', "medium" and "light" clients; to the extent they would, they be able
to target 'substantial clients'.
Reliability A moment measurement of Brand Loyalty, in any case, is whether the client is
focused on the brand. Philip Kotler, once more, characterizes four examples of conduct:
1.Hard-center Loyals – who purchase the brand constantly. 2.Split Loyals – faithful to a
few brands. 3.Shifting Loyals – moving starting with one brand then onto the next.
4.Switchers – with no devotion (potentially 'bargain inclined', continually searching for
deals or 'vanity inclined', searching for something else).
There's a motivation behind why a portion of the greatest brands overwhelm their
enterprises—we've been presented to these organizations for a very long time. Mark
dedication doesn't generally identify with client faithfulness. At a youthful age, a
considerable lot of us are affected by brands from loved ones. Yet, it's not until the early
phases of adulthood when we choose to pick our own characters.
For the dominant part of Generation X, marking was conveyed through TV, daily papers,
MTV and shopping centers. Presently, more youthful eras are presented to brands at
much prior ages with the ascent of the Internet and online networking advertising. These
roads of promoting and marking set a higher bar of rivalry as more organizations search

38
for that one thing that could push their image to the following level.
Organizations that desire to comprehend the part of brain science in making a solid brand
must investigate the five center measurements: truthfulness, energy, ability, modernity
and roughness. Each of these shape the brand's identity relying upon the picture
anticipated onto people in general.
For example, the individuals who need to venture genuineness must seem to be
straightforward and certified in their advertising efforts to get trust. Energy can be
scrounged up through brave strategies, creative promotions, and up and coming advances.
Ability might be built up by saddling a picture of unwavering quality and productivity.
Advancement can be imparted through marvelous occasions and enchanting envoys.

Activities talk louder than words. Thusly, be aware of what the brand does on the grounds
that these will leave a greater effect on the psyches of individuals than any of the words
they listen. It qualities ought to be reflected in its activities. Any distinction will be seen
as an absence of genuineness.
Brands ought to represent themselves through collaborations with clients. This is
presently expected in the time of online networking. At the point when individuals have
request and protests, they need to talk specifically to a brand agent to set things straight.
Fast activity is required to relieve issues and transform disturbance into fulfillment.
Advertisers must become more acquainted with their intended interest group keeping in
mind the end goal to tailor their endeavors in the fitting way. They need a strong handle
of the brand's motivation, the requirements it arrangements to satisfy, and how the brand
will move the buyer to accept to the point of loyal.
There is another part called oblivious marking. This is accomplished when a battle is
effective to the point that the general population intuitively feels a relationship with the
brand regardless of the possibility that the genuine ad has as of now been overlooked.
They may have maybe observed it on the prepare station or the parkway board and
disguised it without figuring it out.
Marking procedures justify study to perceive how the greater part of the ideas works
practically speaking. For example, Apple's utilization of hues is very steady with white
ruling the palette. This brings out cleanliness, effortlessness and polish. Their items have

39
likewise progressed toward becoming images of extravagance and propelled innovation.
While there is no lack of commentators, the overall population appears to purchase this
picture. By far most of Apple clients are supplanting their iPhone with another from a
similar line. They can't envision utilizing an alternate telephone.

Portage, then again, has dependably been one of America's most regarded brands in the
car business. The foundation of the picture is its trademark "Fabricated Tough". The
organization depends on the roughness of its vehicles to allure drivers to purchase from
them. This marking strategy gives purchasers a feeling of wellbeing and security that
makes them favor Ford autos over others. Unwaveringness is solid with a study
uncovering that 44.1% of their purchasers as of now have another Ford in their carport at
the season of the buy. Individuals adhere to the brand since they expect most extreme
unwavering quality over all models.
Starbucks is another organization that utilizations shading unmistakably to recognize
themselves, send a solid message, and wind up plainly separated from every other person.
The green logo means the sense of duty regarding reasonable exchange espresso and
corporate social obligation. Social order is additionally used to build up a bond with
clients and prohibit contenders. The final product is a very effective client
unwaveringness program. Rewards, for example, rebates and freebies keep on turning
easygoing clients into consistent ones. The individuals who can accomplish a prevalent
status through the prizes program report a feeling of having a place and accomplishment,
urging them to continue making buys.
When you have distinguished your key characteristics, it's an ideal opportunity to take a
gander at that brand personality you've either been utilizing throughout the previous 15
years, are anticipating re-trying in conjunction with Frank down at the sign shop, or have
enlisted an expert plan organization to create for you. Does your logo resemble a
character from "That '70s Show" may have planned it? Is it simple to peruse quit for the
day at a separation? A brand picture done right will make your business seem more expert
and ought to strengthen your image guarantee to your client. It can impart to clients
initially what they can hope to involvement with your carwash and why it is better than
the carwash down the road. A decent brand personality will work well for you for a long

40
time to come and is the establishment for pushing ahead with a dynamic promoting
arrangement.
As you are building your image and interfacing with clients, there comes a period when
an occasion can pay profits according to your present and imminent clients. Maybe a
couple vast occasions for every year will draw consideration and place your business in
an ideal light. Collaborate with a notable philanthropic office in your general vicinity.
Such an association ought to have a substantial benefactor or potentially volunteer base
that can help get the message out about your occasion to its database.
Consider giving a part of your deals for the day to a philanthropy. Assemble prizes to
give far from organizations close-by and utilize an enlistment shape so you can gather
messages from potential clients. Consider publicizing with a nearby radio station and
have a live remote the day of the occasion. Make sure to advance ahead of time with
Windmaster signs, flyers, messages and web-based social networking destinations.
Additionally ensure you have additional staff on those days by means of volunteers from
the philanthropy. Volunteers ought to have an introduction session, and they can be put at
the compensation stations to welcome clients, give out prize enlistment structures and
gather enrollment frames at the wash exit.
You're marking doesn't stop with an extraordinary realistic personality. Marking is your
guarantee to your client. It's beginning and end your carwash does to impart and execute
a positive client encounter. Suppose you will interest clients who are short on time and
need to get in and out rapidly. Possibly you have express in your name or some other
word that discusses the speed with which clients can enter and leave your wash. That is
great, yet make sure to instruct the worker that aides the client into the wash to move
their arms rapidly so the inclination the client gets is, "Hello, these folks truly would like
to keep me traveling through here." Do you need clients to feel just as your area is a
benevolent, proficient place to get their auto washed? Grinning workers wearing clean
garbs bring that brand message through to the client encounter. Take a gander at your
whole operation — are the grounds pleasantly kept up? Is the building clean? It's all piece
of your marking
5.1Hypothesis 1
The quality is independent variable which creates positively and significantly effect on

41
the dependent variable that is brand loyalty that a reason for accepting the hypothesis H1
and quality is directly correlated with brand loyalty and when a quality increase the brand
loyalty increase when quality decrease brand loyalty decrease.

5.2 Hypothesis 2
Innovation is independent variable which impact positively and significantly effect on the
dependent variable that is brand loyalty that is a reason for accepting hypothesis H2 and
innovation is directly correlated with brand loyalty when innovation increase the brand
loyalty increase when innovation is decreases the brand loyalty decrease.
5.3Hypothesis 3
Customer satisfaction is independent variable which is positively and significantly effect
on the dependent variable such as brand loyalty that is a reason for accepting hypothesis
H3 and customer satisfaction is directly correlated with brand loyalty when customer
satisfaction increase the brand loyalty increase at other side when customer satisfaction
decreases the Brand loyalty decreases.

5.4 Summary of Discussion

To give attention to keeping existing customers and build positive and carrying
relationships with them. To be able to develop strong human relationships it'll give brand
devotion with cellular phone users of Samsung, This is indeed very limit to bring in
Quality products with progressive features to get and keep maintaining them. That
analysis targeted to look at the role of product technology in affecting marriage quality of
product and client satisfaction and its dimensions.
The results mentioned that product Quality, development and client satisfaction has
significant positive influence on relationship Brand devotion and its measurements; brand
trust, brand determination, and brand satisfaction This analysis was recognized by several
studies (Nemati et al, 2011; Ke-yi & Qian, 2010) which reported that product quality,
development and client satisfaction is an essential aspect for strengthening marriage on
brand commitment. According into a than assopoulos and Stathakopoulos ,(2007)
In enlarge competitive marketplaces where in fact the customers are challenging for
Quality product enhancements, and which satisfied need or client satisfaction 5it is

42
essential to meet those needs by launching services with creative features to be able to
keep existing customers and build positive romantic relationships with them. Predicated
on this discussion taking into consideration the high competition in Mobile marketplaces,
it is strongly recommended that mobile manufacturers should centered on client
satisfaction and creative progressive and standardized quality product or 5introducing
ground breaking products that meet quality specifications and improve customer
interactions which increase brand devotion and customer trust.
This study tells that relationship quality, innovation and customer satisfaction Variables
are strongly correlated. Specifically, the findings demonstrated that Quality, innovation
and customer satisfaction has significant positive effect on brand Loyalty. This result is in
line with several previous studies which reported that quality, innovation and customer
satisfaction is the main antecedent of brand loyalty (Bowden et al, 2009; Oktora &
Achyar, 2014; Walter et al, 2000)
5.5 Conclusions
These result shows that brand loyalty can be generated through quality, innovation
customer satisfaction and offering new features and customer value will increase brand
loyalty. Independent variables quality, innovation and customer satisfaction has
significant positive relation with Brand loyalty in mobile phone users in Pakistan. The
survey finding showing that 65% percent customer has loyal with on the Mobile
Samsung phone Brand.
Quality, innovation and customer satisfaction is the fundamental motivation factor for
the customer who considered as a positive state of mind in purchasing products which
relates to and brand reputation is important antecedents for intended loyalty. Making
innovation in the features of Samsung mobile phone, provide good quality products
follow the standard of ISO9000,friendly manner have the capacity to address customer
complaints or problems in a friendly manner and customer satisfaction companies should
understand customer-specific needs. Perceived good product performance is a key loyalty
and also significantly influences the customers.
5.6 Recommendations
Future study will be base to the huge the area under research to Perceived good product
performance is an integral commitment and also significantly affects the clients. Tips

43
Future research will be basic to the huge the region under research to Include other areas
to totally understand the other factor of services quality. Subsequently, this research aim
for only on Pakistan market,
Therefore, it's advocated that future analysis could wider the craze and have a larger test
size to get response that can make the studies more Correct and valid. Future review
should further provide some important, more specific tactical and innovation key how to
contend effectively for long-term business success in local market, in the occurrence of
product technology possessions. Finally, this research examined only 1 antecedent of
marriage of quality, technology,
, customer satisfaction and brand loyalty thus, future study based when you test other
variables such as demographics of respondents and after in sale service. Finally, to obtain
extra confidence in cause and effect relationships between product Quality of Samsung
mobile phone, Making innovation in the product Samsung mobile and customer
satisfaction and relationship on Brand loyalty, longitudinal data should be considered in
future research.

Section: 1

44
 Age Gender

20 or below 31-35 Male

21-25 36-40 Female
26-30 41 or above

Highest Level of Education Income Level

Matric Bachelors below 20,000

Masters Above Masters 20,001-40,000
40,001-60,000
60,001-80,000
80,001-100,000
100,000 above

Question Strongly disagree Neutral agree Strongly

Disagree agree

45
 Brand 1 2 3 4 5

Loyalty
1. This brand 1 2 3 4 5

would be my
first choice.
2. I consider 1 2 3 4 5

myself to be
loyal to this
brand
3. I will not 1 2 3 4 5

buy other
brands if the
same
product is
available at
the store.
4. I recommend 1 2 3 4 5

this brand to
someone
who seeks
my advice.
5. I get good 1 2 3 4 5

value for my
money.
6. I say 1 2 3 4 5

positive
things about
this brand to
other people.

46
Question Strongly Dis Neutral agree Strongly
Dis agree Agree agree
Perceived
Quality
1. This brand is 1 2 3 4 5

of high
quality.
2. It is likely that 1 2 3 4 5

the brand is
very high
quality
3. It is likely that 1 2 3 4 5

brand is of
very
consistent
quality.
4. It is likely that 1 2 3 4 5

the brand
offer excellent
features.
5. This brand 1 2 3 4 5

provides
superior
service

47
6. This brand 1 2 3 4 5

offers
excellent
service.
7. I have always 1 2 3 4 5

excellent
experience
when I use
this brand.
8. I feel good 1 2 3 4 5

about what
this brand
offers to its
customers
9. This brand 1 2 3 4 5

has fair
system for the
handling of
complaints

Question Strongly Dis Neutral agree Strongly

Dis Agree agree
agree
Innovation

48
1. Renewing the 1 2 3 4 5

design of the
current and/or
new products
through changes
such as in
appearance,
packaging, shape
and volume
without changing
their basic
technical and
functional
features.
2. Renewing the 1 2 3 4 5

distribution
channels without
changing the
logistics processes
related to the
delivery of the
product. This
brand offers
excellent service.
3. Renewing the 1 2 3 4 5

product
promotion
techniques
employed for the
Promotion of the
current and/or

49
 new products.

4. Renewing the 1 2 3 4 5

product pricing
techniques
employed for the
pricing of the
current and/or
new products.

Question Strongly Dis Neutral agree Strongly

Dis agree Agree agree

Customer
Satisfaction
1. Overall I am 1 2 3 4 5

satisfied with
specific
experience
with the brand
2. I am satisfied 1 2 3 4 5

with my
decision to
purchase from
this brand

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