THE FACTOR OF CUSTOMER SATISFACTION ON BRAND LOYALTY AMONG PUBLIC CONSUMER IN KELANTAN

Abstract

Brand loyalty is very important in today's business area due to the rapid circulation of technology and plays a strong foothold for businesses. Brand has an enormous impact on the development of a business to be more recognizable and customer-conscious. The main objective of this research is to identify factors about the customer satisfaction on brand loyalty among public consumer in Kelantan. Using four factors that influence the brand loyalty are product quality, service quality, brand identification and lifestyle. The sample was identified in this study by using simple random sampling. This researchers use quantitative research methods and primary data. 384 sets of questionnaire will be evenly distributed to the public consumer in Kelantan. Data that has been collected will be measured and analysed using statistical software (SPSS). The result from the research indicates that the higher product quality, services quality, brand identification and lifestyle will lead to higher customer satisfaction on brand loyalty among public consumer in Kelantan. The researcher concludes that there is a relationship between customer satisfaction and brand loyalty. Thus, brand loyalty and customer satisfaction play a vital role in keeping the sustainable growth to the organization.