The Relationship Between Service Quality, Brand loyalty and Customer Satisfaction
Abstract
This study investigates impact of the customers perception of quality and its relationship with brand
loyalty of the customers. The relationship was examined among the variables of the study in different contexts.
But a need was identified to examine the same phenomenon in the context of Pakistan in the industry of
footwear. Therefore, the current study is conducted in the footwear industry of Pakistan. The customers of Bata
and Services were selected as the population, for this study. Data were selected from the participants of the
study through questionnaires. Mediation of customer satisfaction has been examined through Hayes (2016)
process macros. The relationship between perceived service quality and brand loyalty found significant, which
demonstrated that there exists a direct relationship between perceived quality and the brand loyalty. The results
approved the mediation role of customer satisfaction in the service sector of Pakistan. The results are important
and valuable for the managers who serve in the footwear industry in the context of Pakistan.
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