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Brand Loyalty And Customer Satisfaction Dissertation

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2013 dissertation for MSc in International Business Management. Selected by academic staff as a good example of a masters level dissertation. This research is focused on identifying the relationship between customer satisfaction and brand loyalty in the fast food industry. The researcher has considered the case study of the United Kingdom fast food industry in order to undertake this research. There are numerous studies which show that increased customer satisfaction results in improved loyalty of the customers with the brand. The customers which are satisfied with the products and services of the company are not price sensitive and they also don’t easily get attracted towards the competitor’s offerings. The satisfied customers always show significant interest in buying additional products which are offered by the organization and it also help a countless transaction in order to ensure the success of the newly launched brands of the firm in the long run. The customer satisfaction leads to brand loyalty which impacts the profitability of the organizational positively. The business firms which are successful in retaining more than 5% of its customers can easily increase their profitability by 25% to 125%. In the modern world, customer satisfaction is the most important requirements for the businesses and without satisfied and happy customers, there is no guarantee of organizational survival, therefore, it is essential for the firms to modify their business strategies in order to make their target customers happy. The most important consideration is that customer satisfaction results in brand loyalty which will create a broad impact on the overall business results for the organization. One of the major tasks nowadays for the organizations operating in the restaurant and service industries is to provide and maintain the satisfaction of their customers and ensure their brand loyalty. For this particular study, both primary and secondary data sources have been considered in order to gather the data for research analysis purpose. The primary data has been collected through the questionnaire survey method. The researcher has conducted the survey with the customers of five fast-food restaurants in order to identify the relationship between customer satisfaction and customer loyalty. The fast food restaurants which are selected by the researcher in order to gather the data from the participants include Pizza Hut, KFC, Mc Donald’s, Burger King and Dominos. The researcher has dispersed the questionnaires to the customers who were visiting the fast food restaurants for din-in and take away purposes. The information provided by the respondents of the survey has not only helped the investigator to identify the satisfaction of the customers about the products and services which are offered by the fast food restaurants but it also allows him to collect the first hand information essential to generate the study outcomes which are close to reality. The secondary data has been collected through the academic journals, books and articles which have been written on the topic of customer satisfaction and brand loyalty. The study outcome shows that significant percentages of the people living within the United Kingdom are visiting the outlets of the fast food restaurants on frequent basis. The research findings show that if the customers are satisfied with the existing brands of fast food companies then they are very less likely to get attracted towards the other brands. The main findings of the research reflect that brand loyalty generates significant benefits aimed at the firms functioning in the era of the increasing competition.

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