Impact of Product Quality and Customer Relationship Management Practices on

Costumer Loyalty with mediating role of Customer Satisfaction

Abstract

Key words: Product Quality, Customer Relationship Management Practices, Customer Loyalty,
Customer Satisfaction.

1.1 Introduction

Organizations, both manufacturing and service, belonging to any industry and thriving in the
local or foreign market in such a turbulent economic period caused due to the uncertainty of the
COVID 19 pandemic could only linger around by seizing their customer’s loyalty. Under the
consumer and relationship marketing perspective, the term Customer Loyalty is a popular
paradigm that defines a customer’s faithfulness to stick to a brand (Tabrani, Amin, & Nizam,
2018). It reflects the consumer’s emotional and psychological impulse to repurchase and
recommend the company’s products and services to other consumers (Baumann et al., 2012;
Bowen and Shoemaker, 1998; Hennig-Thurau et al., 2001; Wong and Zhou, 2006). Loyal
customers are considered an asset (Kandampully et al., 2015) for the organization as they tend
to be malleable to price changes and thus create a buzz word for the company in their social
circle (Shankar, & Jebarajakirthy, 2019; Kim et al., 2016). A loyal customers’ behavior
pattern is characterized by certain actions like visiting the company website frequently, availing
its products and services more often and a spreading a positive word of mouth for the company.

Abundant literature accentuate that two of the most effective means of earning customer loyalty
are to please customers (Oliver, 1999; Lee, et al., 2001) by delivering superior customer value
from excellent services and quality products (Parasuraman and Grewal, 2000).
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