The Loyalty Ladder: A Quantitative Exploration of Satisfaction and Commitment in Building Brand Loyalty

Abstract

Understanding the factors influencing customer loyalty is crucial for businesses to thrive in today's competitive landscape. This study investigates the impact of brand personality and satisfaction on customer commitment and loyalty. Highlighting the crucial role of customers, the research emphasizes the importance of quality products, service, and brand policies in fostering positive brand perception. While existing research suggests a link between a strong brand and customer loyalty, this study examines the specific influence of brand personality and satisfaction on commitment, acting as a mediator between these factors and loyalty. Through a quantitative study, the research explores the relationships between brand satisfaction, personality, relationship commitment, and loyalty. The findings reveal a moderate positive association between brand satisfaction and loyalty, signifying that satisfied customers are more likely to be loyal. However, brand personality did not exhibit a significant relationship with either satisfaction or commitment. These findings suggest that building strong customer relationships through satisfaction is a key driver of loyalty, while brand personality may require further investigation to understand its specific role in this context.