The Relationship Between Customer Satisfaction and Brand Loyalty
The Relationship between Customer Satisfaction and Brand Loyalty
Abstract
This study attempts to examine the impact of customer service (retail service quality and product quality) on brand loyalty. It focuses on the particular aspects of customer service: personal interaction, policy, reliability, and problem solving. Data will be collected through an in-person survey and an on-line survey immediately following the purchase or visit to the store or website. Another survey will be administered shortly after the customer obtains the product and has a chance to experience it. By contributing to the overall knowledge of customer service and brand loyalty, this research adds significant, valuable information on marketing to customers in regard to the sports apparel industry.
Introduction
The economic recession has affected business throughout the world; professional sports included. The National Football League owners have recently rejected the latest collective bargaining labor agreement thereby locking out the players. In the National Basketball Association, there is an expected player’s lockout at the end of the season. Both Major League Baseball and the National Hockey League have also gone through similar labor strife. During lockouts, strikes, or other labor disagreements in which games are not played, major revenue is lost. It is lost from ticket sales, game concessions, and advertising sales, thereby decimating each team’s bottom line. Few financial bright spots remain; one of which being income from sales of Licensed Sports Merchandise. Income from the sales of branded merchandise is an important piece of the puzzle now more than ever for both team owners and players. The attitudes and customer satisfaction by fans towards the league, the teams, and their players is a hotly contested issue. It is discussed by the media and strategically angled by both sides of the labor negotiations.
Theoretical Framework
The research to study the
Abstract
This study attempts to examine the impact of customer service (retail service quality and product quality) on brand loyalty. It focuses on the particular aspects of customer service: personal interaction, policy, reliability, and problem solving. Data will be collected through an in-person survey and an on-line survey immediately following the purchase or visit to the store or website. Another survey will be administered shortly after the customer obtains the product and has a chance to experience it. By contributing to the overall knowledge of customer service and brand loyalty, this research adds significant, valuable information on marketing to customers in regard to the sports apparel industry.
Introduction
The economic recession has affected business throughout the world; professional sports included. The National Football League owners have recently rejected the latest collective bargaining labor agreement thereby locking out the players. In the National Basketball Association, there is an expected player’s lockout at the end of the season. Both Major League Baseball and the National Hockey League have also gone through similar labor strife. During lockouts, strikes, or other labor disagreements in which games are not played, major revenue is lost. It is lost from ticket sales, game concessions, and advertising sales, thereby decimating each team’s bottom line. Few financial bright spots remain; one of which being income from sales of Licensed Sports Merchandise. Income from the sales of branded merchandise is an important piece of the puzzle now more than ever for both team owners and players. The attitudes and customer satisfaction by fans towards the league, the teams, and their players is a hotly contested issue. It is discussed by the media and strategically angled by both sides of the labor negotiations.
Theoretical Framework
The research to study the
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