True Brand Loyalty Essay

1661 Words Oct 20th, 1999 7 Pages
Introduction

A company's main question in relation to selling their products or services use do be:

,,How do I get people to buy my product?" Nowadays companies still greatly appreciate the answer to this question but they have also realized that getting customers is not the only thing they need to do. In today's rapidly moving world consumers don't stick with products for life. Advertisements and an increased feeling of independence have created consumers that will switch brands or products as soon as the feel the need to do so. What company's look for in this consumer environment is creating a so-called brand loyalty.

This paper will explore the ways companies go about in creating this brand loyalty and it will investigate the
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The linkage between satisfaction and brand loyalty

Many literatures have been written on the relation between brand loyalty and consumer satisfaction. This relation seems quite obvious. Later on we will deal with an article from Bloemer and De Ruyter (forthcoming) in which they introduce some moderating effects on this relation. But before we do this, we will describe factors that influence consumer satisfaction. In this respect Oliver (1981 & 1993) provides us with some interesting insights. Oliver describes the process of consumer (dis)satisfaction with help of the disconfirmation theory. Shortly explained, this theory assumes that consumer satisfaction or dissatisfaction results from a positive or negative discrepancy (or disconfirmation) between the outcome and the expectations regarding a purchase" (Antonides and Van Raaij, 1998) (See appendix I).

How exactly do these disconfirmations arise? With respect to services provided to consumers, the SERVQUAL model (see appendix II) gives some interesting explanations for these disconfirmations or discrepancies. The model goes further on Oliver's disconfirmation theory by defining and explaining other forms of disconfirmations than the one that arises out of the difference between expected and experienced service. These other discrepancies e.g. arise as a result of how consumer expectations are

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