International Journal of Social Science Research (IJSSR)

A Study on the Role of Customer Satisfaction and Service Quality in Developing Brand Loyalty

The paper examines the relationship between customer satisfaction and perceived service quality and brand loyalty in the Indian retail apparel industry. The Rajasthan region is the setting of the research problem as the area has been very much influenced by urbanization as well as fashion awareness, which has in turn resulted in consumer expectations. A questionnaire was designed and was given to 300 consumers in Jaipur, Udaipur, Kota and Jodhpur. The study will indicate that an increased level of customer satisfaction and improved service experiences are strongly related to an increased level of brand loyalty using the descriptive statistics and chi-square analysis. The results provide a strategic guide to apparel marketers aiming to build long term relationships with consumers based on improved service and satisfaction-centered branding. Keywords: Customer Satisfaction, Service Quality, Brand Loyalty, Consumer Behavior, Retail Apparel, Rajasthan