Impact of Customer Satisfaction and Brand trust on Brand Loyalty: A study of mobile phone Industry

This study finds out the impact of customer satisfaction and brand trust on Brand Loyalty in the mobile phone industry. An unstructured questionnaire was used to collect the data of 200 respondents. Multistage random sampling and market intercept method was used in this study. Regression analysis was the analytical technique used in this study. The study found out that there is a significant impact of customer satisfaction and Brand Trust on Brand Loyalty. That means that if the customer is satisfied and he trusts the brand there are more chances that he will be loyal to the brand. Customer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses and hence enhance Brand Loyalty.