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STUDYING BRAND LOYALTY IN THE COSMETICS INDUSTRY

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Altaf M., Yousaf U., Zulfiqar R., Aslam M.

LogForum

2012

vol. 8

issue 4

Background: The purpose of this research is to know the brand loyalty and contribute to the knowledge that how brand credibility, brand awareness, brand association, perceived quality, and product knowledge is important to build brand loyalty. Method: Data were collected from the female's students of department from the university of Sargodha Final analysis was performed on 125 valid respondents. Cronbach's Alpha statistic was used in order to check the reliability of the scale. Regression was used in order to test the hypothesis. Correlation analysis was used to study the relationship between the variables such that this analysis studied the positive relation of all the independent variables (brand credibility, brand awareness, brand association, perceived quality and product knowledge) with the dependent variable (brand loyalty). Results and Conclusion: The results indicate the positive relationships between brand credibility, brand awareness, brand association, perceived quality, product knowledge (independent variables) and brand loyalty (dependent variables). Further among all the variables studied brand awareness has the highest impact on brand loyalty and according to this research L'Oreal consumer is more as compare to other brands. Although this research specifically studies the Brand Loyalty in University of Sargodha. However more importantly, the purpose of this study is that cosmetic industry must focus on brand association, perceived quality, product knowledge, brand credibility in order to build Brand Loyalty. To the best of researcher's knowledge, this research is first of its kind in the University of Sargodha which studies student's credibility, awareness, association, perceived quality, product knowledge and loyalty toward their favorite cosmetics brand. The results of this study are limited by the specificity of the geographic context by taking a sample of 125 students of one department from total population of University of Sargodha. This study can be expanded to different universities of Pakistan.

STUDYING CUSTOMER LOYALTY AT DAEWOO EXPRESS BUS SERVICE, PAKISTAN

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Yousaf U., Yousaf J., Altaf M., Bagram M. M. M.

LogForum

2013

vol. 9

issue 3

145-152

Background: Meeting service quality standards and striving for loyalty are two critical areas which have until now been overlooked by both the passenger transport industry and academia in Pakistan therefore the study sheds useful light on an issue hitherto untouched. Therefore increased sample size will help in increasing generalizability of study. Methods: This paper is designed to study the level of loyalty at Daewoo Express Bus Service in Sargodha by measuring customer satisfaction. Researchers used a small sample of only 96 respondents (passengers) and only studies customer's behavior in the service quality of Daewoo Express Bus Service however it may differ in other passenger transport services. Results and conclusions: This paper reveals that there is a positive and significant relationship between loyalty (dependant variable) and price perceptions, reliability, retrieving and smoothing (independent variables). However, the study found that reliability of services is the most important dimension among other independent variables (price perceptions, smoothing, reliability, retrieving) effecting customers loyalty at Daewoo Express. Paper under consideration would surely assist Daewoo`s management team to take care of the loopholes existing in the current service level and likely threats which Daewoo might face.

Wstęp: Spełnienie standardów obsługi klienta oraz dążenie do osiągnięcia wysokiej lojalności wśród klientów są dwoma krytycznymi obszarami, którym do tej pory poświęcano mało uwagi zarówno przez przemysł transportu pasażerskiego jak i ośrodki naukowe w Pakistanie. W związku z tym przydatnym powinna być poniższa praca, jak również badania te powinny być przeprowadzone na większych próbach w celu osiągnięcia bardziej uogólnionych wniosków. Metody: Praca bada poziom lojalności klientów Daewoo Express Bus Service w miejscowości Sargodha poprzez pomiar zadowolenia tych klientów. Autorzy przeprowadzili badania tylko na małej grupie liczącej 96 ankietowanych (pasażerów) i ograniczyli te badania tylko do Daewoo Express Bus Service, jednak wyniki podobnych badań mogą być inne w przypadku innych usług transportowych. Wyniki i wnioski: W pracy stwierdzono pozytywną i istotną zależność pomiędzy lojalnością (zmienna zależna) a postrzeganiem ceny, wiarygodnością, dostępnością i wygoda (zmienne niezależne). Badania wykazały, że wiarygodność usług jest najważniejszym czynnikiem wśród innych zmiennych niezależnych (postrzeganie ceny, dostępność i wygoda), która determinuje lojalności klientów Daewoo Express. Praca ta pomoże z pewnością kadrze kierowniczej w wyeliminowaniu istniejących braków w obecnym systemie obsługi klientów oraz uniknięciu zagrożeń przyszłości.

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2 Yousaf U.

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1 Bagram M. M. M.

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STUDYING BRAND LOYALTY IN THE COSMETICS INDUSTRY

STUDYING CUSTOMER LOYALTY AT DAEWOO EXPRESS BUS SERVICE, PAKISTAN