Factors Affecting Customer Loyalty in Pakistan

African Journal of Business Management, Vol. 5, No. 4, pp. 1167-1174, February 2011

8 Pages Posted: 19 Jun 2011

See all articles by Abdus Sattar Abbasi

Abdus Sattar Abbasi

COMSATS Institute of Information Technology

Waheed Akhter

affiliation not provided to SSRN

Imran Ali

affiliation not provided to SSRN

Afzal Hasan

affiliation not provided to SSRN

Date Written: November 18, 2010

Abstract

Customer loyalty always remains a prime concern for business organization. The purpose of this is to identify key factors which influence customer loyalty around the globe in general and in Pakistan in particular. This study investigates the correlation between these factors and customer loyalty through hypotheses testing. The study was carried out by taking a sample of 150 respondents. Data were collected through questionnaire containing 14 items and analyzed in SPSS. Results of the study indicate a positive relationship among customer satisfaction, customer relationship, image of the product, trustworthiness and customer loyalty. This study concludes that long-term success and sustainable reputation of an organization depends on customer loyalty. The study recommends that the ‘customer is always right’ is a golden principle to attain customer loyalty.

Keywords: Customer satisfaction, customer relationship, product image, trustworthiness

Suggested Citation

Abbasi, Abdus Sattar and Akhter, Waheed and Ali, Imran and Hasan, Afzal, Factors Affecting Customer Loyalty in Pakistan (November 18, 2010). African Journal of Business Management, Vol. 5, No. 4, pp. 1167-1174, February 2011, Available at SSRN: https://ssrn.com/abstract=1866803

Abdus Sattar Abbasi (Contact Author)

COMSATS Institute of Information Technology ( email )

1.5 Defence Road
Off Raiwind Road
Lahore, Punjab
Pakistan

Waheed Akhter

affiliation not provided to SSRN ( email )

Imran Ali

affiliation not provided to SSRN ( email )

Afzal Hasan

affiliation not provided to SSRN ( email )

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