Exploring The Role Of Service Quality And Brand Image In Winning Customer Loyalty- A Study On Home Applainces

Abstract

Home appliances are rapidly growing in the consumer durable industry in India. The rise in demand attracts more competitors, national and international, in this sector. The study investigates service quality's impact on customer loyalty and the role of brand image in this relationship, focusing on air conditioners and washing machines. Data was collected from 160 households in Kochi, Kerala, using purposive sampling. Results show service quality directly and indirectly affects customer loyalty through brand image. Brand image plays a mediating role in the service quality-customer loyalty link. Quality services enhance brand image, encouraging customers to repurchase. The study enhances understanding of brand image in the service quality-customer loyalty dynamic. Service quality and brand image are crucial for customer loyalty in competitive markets like home appliances. Improving service quality involves training employees for customer interactions. Customized and prompt services during installation, repair, and maintenance enhance brand image and customer attachment.