A Key to Win Customer Loyalty: An Empirical Study to Measure the Customer Loyalty in Apparel Industry of Pakistan

Abstract

This study aims to see the influence of price sensitivity, service quality, availability of substitutes, service recovery, word of mouth, convenience of products and customer satisfaction on loyalty of the customer in apparel industry of Pakistan. To test the theoretical framework, regression test was run on the data set. Data was collected from 300 respondents from different locations which include two biggest universities of the Lahore city in Pakistan. A lot of data was also collected from the biggest mall of the city. The results of the examination demonstrates that service recovery, word of mouth, convenience and satisfaction has positive effects on customer loyalty while service quality do not have noteworthy impact on loyalty of customer in apparel brands of Pakistan. A clear understanding of the relationship among factors will help companies to build and design strategies to enhance customer brand loyalty in apparel industry. Implications for managers, limitations and future research of the investigation are additionally examined.