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Product or Brand? How Interrelationship between Customer Satisfaction and Customer Loyalty Work

Author

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  • GRUNDEY Dainora
  • VILUTYTE Gabriele
  • MARTISIUTE Sandra

Abstract

The purpose of the article is based on the assumption that there is a theoretical link between brand satisfaction and consumer loyalty. The article includes brand satisfaction and loyalty research links in the theoretical studies. Based on the analysis of scientific literature, stated that the brand is a key factor, it generates customer satisfaction. The paper analyzes and summarizes Sivadas and Baker-Prewitt (2000), Vasquez - Parraga and Alonso (2000), Zamora et al (2004), Bravo et al (2005) and Rowley (2005), Torres-Moraga et al (2008) and other scientists’ research results, demonstrating satisfaction of brand impact on consumer loyalty. According to the summary methodological elements, a theoretical model is created on consumer satisfaction and loyalty link based on brand aspects.

Suggested Citation

  • GRUNDEY Dainora & VILUTYTE Gabriele & MARTISIUTE Sandra, 2010. "Product or Brand? How Interrelationship between Customer Satisfaction and Customer Loyalty Work," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 01, March.
    • Handle: RePEc:jis:ejistu:y:2010:i:01:id:346
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    References listed on IDEAS

    as
    1. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    2. Philip Kotler & Waldemar Pfoertsch, 2006. "B2B Brand Management," Springer Books, Springer, number 978-3-540-44729-0, November.
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    More about this item

    Keywords

    consumer satisfaction; consumer loyalty; preferences; product; brand; Lithuania;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P2 - Political Economy and Comparative Economic Systems - - Socialist and Transition Economies

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