International Journal of Academic Research and Development

International Journal of Academic Research and Development


International Journal of Academic Research and Development
International Journal of Academic Research and Development
Vol. 3, Issue 5 (2018)

The relationship among brand image, perceived quality, customer satisfaction and loyalty: an empirical study on Azadea group in Lebanon


Nabila Abbass, Rania Syam

Firms and different industries are nowadays investing hugely on developing loyalty among their customers in every possible way. Loyalty is a complex aspect which is defined by quite a lot of factors simultaneously; with some factors having direct effects while others having indirect ones. This study aims at studying the four main factors of perceived quality, brand image, customer satisfaction and customer loyalty to understand how they inter-relate. To do so a survey was developed and administered to 387 respondents using a convenience sampling technique with Azadea group customers over a three months period in the first trimester of 2018. The results will be interpreted by using suitable statistical tools for the analysis purpose. The study comes out with various recommendations and suggestions.
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