Exploring the Impact of Brand Equity and Customer Satisfaction on Customer Loyalty

Abstract

This paper examines the impact of brand equity and customer satisfaction on customer loyalty on the basis of information collected from 650 bank customers, selected through systematic sampling. The findings of the study indicate that perceived service quality has a most significant effect on brand trust. Brand equity exerts a positive and direct impact on customer satisfaction. However, only perceived service quality and customer satisfaction predict customer loyalty. Thus, the results imply that bank management has to pay attention towards staff skills, knowledge and attention towards customer needs so that fast and efficient services can be provided to their customers.