Brand Credibility: Navigating the Pathway to Customer Satisfaction and Loyalty

Abstract

Customers are a very valuable asset for any company or brand. Brand credibility is playing a key role in developing customers’ behavioral patterns. The credibility and integrity of a company play an essential role in making its customers contended with the services and also in maintaining their customers for a prolonged time. Considering the importance of customers and brands in marketing any product(s) or service(s), this study aims to analyze the influence of brand credibility on customer satisfaction and loyalty as well as to explicate the association between customer satisfaction or gratification and customer loyalty or devotion. The study was quantitative in nature and a close-ended questionnaire was distributed amongst the drawn sample to assess the influence of credible brands on clients’ satisfaction, devotion, and loyalty towards the brand. A convenient sampling procedure was adopted for acquiring data from the target population of Islamabad/Rawalpindi and the sample size was 160 respondents using the banking services of any public or private sector bank of Pakistan and residing in Islamabad and Rawalpindi. It was found that brand credibility is positively associated with customer loyalty and satisfaction. Besides, the findings also acknowledged a positive association of customer satisfaction with customer devotion and loyalty. This means that the more a brand is credible, the more customer satisfaction is achieved, which consequently influences customer loyalty trust, and devotion toward the brand in a positive manner.

Keywords: Brand, Customers, Brand Credibility, Customer Satisfaction, Customer Loyalty.