Professional Documents
Culture Documents
LITERATURE
RPMS (University of the Philippines System)
This chapter presents the literature and studies, which are significant to present the
study. A synthesis of review of literature and Gaps Bridge by the present study was also
The literature and studies that were reviewed were found to have bearing on the
present study. They served as bases for the conceptualization the study’s problem, research
Brand image is the modern perception of the customers regarding the product. It can be
defined as exclusive package in the minds of targeted customers. It gives the positioning to the
product in the market. Brand image is basically set of beliefs and faith of the customer and it
basically generated when the customer have complete knowledge regarding their product/
service. When the customer is completely aware of the pros and cons of the product then it
emotionally attached with them but it’s a mental game because it is very important to tackle your
targeted audience through marketing strategies. It serves the company mission and vision
statement and helps the organization to complete its all goals and objectives effectively.
objectives and in streamline with the prime values of organizations which are core elements of
perspective and public image to influence the consumer of the product in order to trigger the
brand awareness and brand loyalty. Brand image is the overall impact in the customer minds that
is developed through different sources. Public relation, social networking creates positive brand
image of the product and its major chunk depend upon the community perception regarding the
Brand image is the key driver of brand equity, which refers to consumer’s general
perception and feeling about a brand and has an influence on consumer behavior (Zhang, 2015).
Different marketing strategies were being used by corporations. Its purpose is to get the attention
of every possible customer and make them purchase. Even though the consumption decision of a
customer will be influenced by qualities of the brand, it can be also concluded by the customer’s
perception. Regardless of the inevitable change of consumers’ life style and way of information
processing, brand image remains its primal impact factor of consumption decisions. Therefore,
the root and foundation of brand equity are brand image and brand awareness. The concept also
talked about linking unique and strong brand association with consumers’ memories about the
According to Hsieh, Pan, and Setiono (2006), a successful brand image enables
consumers to identify the needs that the brand satisfies and to differentiate the brand from its
competitors, and consequently increases the likelihood that consumers will purchase the brand.
Brand image is indispensable for marketing where customers infer the quality of products by the
by the brand image and are further stirred up the behavior of purchasing. Ballantyne, et al. (2005)
as mentioned by Lin (2011) defined brand image as the material property associated with the
brand, such as the product name and the packing, which could make profits or sense for
customers and help or increase describing the characteristics. The important point of brand image
in catering industry is the customer benefit brought by the brand that the brand essence is
delivered to the customers. Based on the process to gradually establish the brand image in
catering industry, studies on customer satisfaction and the integration of brand image could be
applied to the establishment of brand image to thoroughly meet customer satisfaction. The brand
image in catering industry presents comprehensiveness that deeper key point of brand image, the
connotation of the brand image, would be ignored when simply considering the superficial
images of name and mark. Consequently, the establishment of brand image in catering industry is
to firmly establish a brand image basis. It is crucial to internalize the spirit of the brand to brand
image so as to meet customer satisfaction. The meaning that a brand holds for a long period of
time lies in its value, from which the foundation of a brand is confirmed and the connotation of
brand image is originated. To speak more concretely, the connotation of the brand image in
establish brand in catering industry as it establishes a connection between customers and brand
image. If only the core value of the catering business is delivered to the target customer and
achieved customer satisfaction, the directivity of brand image in the catering business would be
more explicit. That is, only when the core value of brand image spreads to a customer will the
brand image in the catering business be clearly established in the brain of the customer (Lin,
2011).
and also to develop sustainable competitive advantages. Successful brands will increase trust in
products and intangible services, and customer will be able to better visualize and identify their
services. As well as, it will increase high rate of brand equity, customer satisfaction,
reacquisition intention, and the level of loyalty.The impact of a particular brand image on the
customer's mind, and the amount of his/her satisfaction toward buying product can affect
customer being loyal, therefore, the intention of loyalty, and customer satisfaction are widely
accepted as an important issue among all manufacturers (Naimi and Shahroudi, 2014). Also,
Saeed, et al. (2013) defined brand image helps the companies to make a distinct place for their
brands in the minds of the consumers and it is believed to have an immense influence on
the key indicators of customer satisfaction. In detail, the customer satisfaction upsurges when the
component of brand image, corporations could conclude the potential influence of brand image
on customer satisfaction by ascertaining the perceptual dissimilarity toward a brand between the
existing customers and non-users of the brand. There are many noteworthy impact on customer
satisfaction specifically the across E-banking, landline, mobile phone, bank and supermarket
industries. Chang et al. (2005), as mention by Zhang (2015), identified store infrastructure,
convenience, store service and sales activities as the four components of store image, and they all
attendant attitude, overall performance of the company, and the closeness to the ideal company.
Customer satisfaction (CS) is a measure of the degree to which a product or service meets the
which customers or users of an organization’s product or services are pleased with those products
or services. Customer satisfaction differs depending on the situation and the product or service. A
salesperson, store, service provider, or an attribute or any of these three (Upamannyu and
Sankpal, 2014). Other researchers defined customer satisfaction as an evaluation after purchasing
the products or services as it meets or exceeds their expectations ant it cannot be limited into
after consumption evaluation but it could be their overall experiences of purchasing and
consuming experiences (Ray, 2009); also pointed out that customer satisfaction resulted from the
measurement of products and service according to the customer's previous experiences as well as
the overall evaluation on the consuming experience and also believed that a company giving a
worthy service quality would satisfy the needs of customers (Wan and Schell, 2013).
Customers’ Expectations
According to Baig and Batavia (2014), when the product matched with the expectation of
the customer then it boosts its satisfaction which leads to profitability. But this kind of customer
satisfaction is not easy to frequently receive and achieve by just doing the total quality
management as it also allied with minor components. It was said that it is simple to evaluate
products when it has low expectations. High satisfaction also proves harmful sometimes as it
becomes essential to
was mentioned this study that the dissatisfaction came out whenever there were sensitivity and
anticipation about the product and its performance. In case of durable goods not only the
expectation but also the actual performance played important role in satisfaction or
dissatisfaction. Dissatisfaction can be only arises in non-durable goods when it did not meet with
corporation a competitive edge in this matter. Customer satisfaction ensures an increased life
time value of the customers by retaining them for a long time through superior quality and
satisfaction. It also stated that service value, quality and satisfaction mutually show a vital part
on consumer buying and behavioral phenomenon. Value and customer satisfaction which are
thoroughly linked elements add a lot to keep the customer’s buying intention on the product. It is
normal to invest money to boost the customer satisfaction elements as it is a crucial foundation
of customer loyalty and retention. A satisfied customer will save our cost of attracting a new
customer which will further lead to profitability and greater market share due to the words of
mouth of a contented customer. Customer satisfaction itself plays a role of moderator between
service quality and the purchase intention as it is a key element to generate future perceptions
about the product. Satisfaction levels will less harm by the service failure when the customers
studies define customer loyalty as repeated purchasing behaviors in a narrow sense. Generally,
customer loyalty stems from customers’ approval of a brand, which leads to their continuously
purchasing behavior of the brand and thus generates profits for the company. In the brand image
literature, brand image is perceived as an important driving force of customer loyalty. For the
2015).
Loyalty toward a product will create over time. The concentration of formation and
development of loyalty, initially, have been on products related to services, and then, according
to concrete and tangible commodities has concentrated on brand loyalty (Naimi and Shahroudi,
2014). It was also stated that loyalty is keenness to the brand that the customers continually buy.
Naimi and Shahroudi (2014) conclude that there was no direct relationship between brand image
and customer loyalty intention, rather the brand image due to customer satisfaction will affect
customer loyalty intention; and customers are satisfied as a result of using hygiene products with
According to the Lau et al. as mentioned in the study of Baig and Batavia (2014), the
marketers should emphasize to develop trust in the consumer’s mind as it will basically leads
toward the brand loyalty. This trust can only be gained by providing quality services, superior
values and ultimate satisfaction. Baig and Batavia (2014) also believed that loyal customers are
more sensitive choosing the brand but when the times come of quantity selection rather that the
price. Price elasticity has its impact on brand loyalty which means that when a brand will go to
exploit its customers more than they can bear then the loyalty will diminish. Baig and Batavia
(2014) agreed to the study of Chaudhuri, et al.that when the product has been controlled to create
brand trust and for positive brand effect then the loyalty emerged. Loyalty can be in two
dimensions either the purchase or attitudinal. Purchase loyalty helps to give better market share
According to Cronin and Taylor (2007) as quoted by Otaibi and Yasmee (2014),
additional products or services from the same company, willingness of recommending the
Brand loyalty is a dedication of the customer to the brand to purchase it over and over
again despite the influence of different marketing efforts of the competitors or other brands that
may cause switching behavior. According to a researcher with loyal customers companies can
increase profits because loyal customers are willing to purchase more often, pay out money on
trying fresh products, recommend products and services to others and give companies sincere
suggestions. There has also been a lot of work in classifying customer’s behavioral loyalty in
different categories e.g. According to a study three measures of loyalty could be used to segment
according to loyalty. These are Customer’s Primary Behavior- regularity and quantity of
purchase, Customer’s Secondary Behavior- customer’s word of mouth and Customer’s Intent to
Repurchase- is the customer eagerness to buy again in future (Saeed, et al., 2013).
Bondesson (2012) as quoted by Nazir, Ali and Jamil (2016) confirmed that various
methods can be used to measure the loyalty. He also stated that with the assist of measuring
purchase intension and commendation the Brand Loyalty can be measured. Moreover, the
researchers experimented that brand equity has two kinds of brand strength which are mostly
focused. Brand loyalty is one of them that are empirically captured via such actions as proposal,
In order to develop and sustain loyalty among the customers, it is important to find out
what drives loyalty in a particular market. The factors which lead to loyalty need to be uncovered
and understood before designing and implementing the strategies for customer retention and
loyalty. Literature proposes relationships between customer loyalty and various other business
constructs such as quality, satisfaction, trust and so on. These relationships need to be
investigated and understanding the effect of these constructs on loyalty will surely provide an
insight into customer loyalty formation. Loyal customers tend to stay with the company for an
elongated duration which results in higher buying frequency as well as larger volumes of
purchases over a period of time saving advertising and other promotional costs that generally
occur in case of attracting new customers. Companies with steady customer loyalty enjoy better
financial results triggered from higher and more frequent purchases, shorter sales cycles, positive
word-of-mouth and a strongly favorable attitude. The factors leading to loyalty and their
consequences in terms of loyalty behaviors are worth discussing as a clear understanding of these
factors can lead to effective loyalty practices for they provide a concrete base for designing
efficient loyalty programs. Moreover, awareness about the various manifestations or outcomes of
customer loyalty can pave the way for customizing these loyalty programs and bring out tangible
results in terms of cost efficiency, wide reach and increased profitability (Rai and Srivastava,
2012).
In the study of Chao, Wu and Yen (2015), The Influence of Service Quality, Brand
Image, and Customer Satisfaction on Customer Loyalty for Private Karaoke Rooms in Taiwan,
there was a positive relationship between both brand image and service quality as well as brand
image and customer loyalty, demonstrating the increasing importance of brand image in the KTV
industry. It was also argued that the customer satisfaction is vital for the brand loyalty as it is an
important reason to attach someone with a particular brand. High brand loyalty is always
followed by the least one. Different levels of customer satisfaction behave differently while
creating brand loyalty. Brand loyalty can determine with the occurrence and the consistency
which customer express while choosing brand product. Distortion in terms of frequent visits can
disturb the brand loyalty up to a great extent as it will make differences between the brand and its
loyal customers. According to Delgado-Ballester et al. as cited by Baig and Batavia (2014), trust
is a key player in creating brand loyalty as it leads towards repurchase and consumer retention.
This trust itself comes from fully achieved expectations and satisfaction.
There are studies conducted on general retail industry in Saudi Arabia, but they do not
attempt to draw a connection between the service quality perceived by Saudi customers and their
loyalty to the store. Although service quality and customer loyalty is linked through mediating
the influence of customer satisfaction, as suggested by the literature, this relationship cannot be
taken for granted in the context of different countries since culture and background differ across
countries. In the previous studies, there is an agreement on the link between perceived service
quality, customer satisfaction, and store loyalty. However, there is no consensus among
researchers on the nature of the links between these variables particularly on the causal ordering
of service quality and customer satisfaction. The non-conclusive findings of the mentioned
loyalty is complex, and it merits further investigation. Literatures indicate that studies on
perception about quality of the grocery retail environment have been primarily conducted in the
Western and Eastern countries, but only a few were conducted in the Middle East, particularly
Saudi Arabia. As a result, our interpretation on the service quality perceived by customers and
the factors that influence the provision of this service quality is somehow narrow view. This
suggests the need for further investigation in Middle East especially (Otaibi and Yasmeen, 2014).
Brand image has been viewed as an important instigator of customer satisfaction and
brand loyalty. A study affirmed that if the consumers favor the image of a store they would
definitely form a loyalty for it too and also authenticated the effect of brand image on brand
loyalty. A study found an indirect impact of brand image on customer loyalty with respect to
customer satisfaction. Customer satisfaction is a significant force informing customer loyalty and
the profitability of a business. At the end of this research we found a significant relationship
among all the three variables, i.e. Brand image and Brand loyalty and Customer satisfaction. The
identification of advantages of the brand image will assist the marketers to create successful
marketing strategies. It is very significant to learn the perception or judgment of the customer
about the brand image and whether these perceptions are aligned with their needs and goals.
Knowing this would help the practitioners reach the customers in an even more effective way.
With reference to satisfaction and loyalty, it is essential for the companies to determine
customers’ satisfaction in order to examine their product or service image, performance and
whether their satisfied customers are willing to advise their product to others in addition to
having the intent to purchase their product/service again in future. Lastly, in order to make a
flourishing brand the marketers must pay special attention to building a good brand image,
loyalty and satisfaction would play a vital role in shaping their brand popularity (Saeed, et al.,
2013).
To sum up above all debate the aim of this research is to show the Impact of Brand Image
on the customer retention by using customer satisfaction as mediating role with the point of view
of Pakistan. For this purpose Pakistan fashion wear industry selected because customers always
remain very conscious regarding brand in modern and dynamic environment. This study
described an impact of brand image on loyalty, awareness, experience and satisfaction. It’s very
important for the customer to comprehend brand image aspect judgments. From the view of the
customer, the brand awareness, brand experience and brand loyalty play a significant role in
selection of brand and positively build its image with satisfaction point. Brand image is also
acting an essential role to increasing the customer satisfaction towards brand conservatory
attitude. The above statistical results also show that fashion wear buying behavior is associated
and prejudiced by brand awareness, brand experience and brand loyalty. The examination also
shows the acceptance that impact of customer retention on brand awareness, brand experience
and brand loyalty is highly significant (Nazir, Ali and Jamil, 2016).
Brand names in the current global economy are considered as one of the fundamental
principles of business. Every brand wants to be powerful, should be able to correctly identify
themselves during the birth and growth stages and over time, through innovation, improve its
image in the minds of consumers. Today, the brand identity, as well as capital creates value for
the organization and its products. A powerful brand has a duty to be faithful to their identity. The
study analyzes the impact of brand identity on customer loyalty and word of mouth
advertising and
Brand image is a composite of perceived quality and esteem dimensions that a customer
holds and therefore reflecting a customer‘s overall impression. Koo (2003),as mentioned in the
study of Kariuki(2015), added that brand image is useful to drive loyalty, brand equity, brand
performance and purchasing habits of customers. In the paper of Mohammadian and Ronaghi
(2010), cited by Kariuki (2015), opine that in the present day business environment where there
are many products of one category that are not significantly different from each other, brands are
what cause important distinctions and the preference for one product over the other. These
differences are so important that nowadays many market leaders view their brand as a means to
create competitive advantages. Brands can play a key role in the company‘s success by
developing competitive advantages with brand performance and through non-brand related
Based on the study of Sonmez (2014), brand is the most powerful tool in order to create a
value in the customers’ mind about a company or product; it directly relates with the symbols
that take shape in their minds once hearing the name of the company. Understanding corporate
branding is vital because a positive corporate brand will help a company achieve higher levels of
performance, for example, by increasing sales without having to spend enormous amount of
money on advertising. A ‘good corporate brand’ speaks for itself. As a corporate brand is more
about the intangible and emotional values associated with a brand or company name, these
values are the most sustainable source of competitive advantage (Da Silva and Syed Alwi, 2008).
In this study, it is said that a strong positive corporate brand image does not only supports a firm
to attain a competitive advantage but also reassures repeat consumptions. It was discovered that
quality. On the other hand, it is more about the affect or the emotional feeling reaction that is
that reflects the way a brand is perceived, including all the identifying elements, the product or
company personality, and the emotions and associations evoked in the consumer’s mind. It can
be defined as a unique bundle of associations within the minds of target customers. Brand image
was viewed as an important factor in the service evaluation. There is ample evidence that image
Bloemer et al. (1998) investigated the image related issues in banks and pointed out that a
positive brand image of a bank significantly improves perceived service quality. That is, brand
image is a critical determinant of service quality. The idea behind brand image is that the
consumer is not purchasing just the product or service but also the image associated with that
product or service.
Brand images should be positive, unique and instant. Brand image has
not to be created, but is automatically formed. The brand image includes products' appeal, ease
of use, functionality, fame, and overall value. Brand image is actually brand content. When the
consumers purchase the product, they are also purchasing its image. Brand image is the objective
and mental feedback of the consumers when they purchase a product. Positive brand image is
exceeding the customers’ expectations. Positive brand image enhances the goodwill and brand
Oyancha (2013) quoted Oliver (1997)’s note that satisfaction is a general psychological
state which is about the expectation for emotions and experience from shopping behavior.
Customer satisfaction may be defined as expectation before purchase and perception about
performance after purchase. This is a term which is used as a measure of how products and
services supplied by a company met or surpass customer expectation. In the service environment,
customer satisfaction has been seen as a special form of customer attitude. It is a phenomenon of
post- purchase reflection on how much the customer likes or dislikes the service after
described by customers.
Huang (2000), cited by Lin (2011) , regarded four dimensions in measuring customer
satisfaction, as (1) customer expectation which reflected the expected product performance of
customers whose previous consuming experiences before purchasing would become the
that customers would compare the actual product performance after purchasing with the
expectation before purchasing; (3) disconfirmation, as a kind of major agent variable that a
expectation, and
(4) customer satisfaction, as an output after purchasing that, when the actual product
performance was larger than or equal to the expectation before the act, the customer would feel
satisfied. The brand image target in catering businesses is the targeted customers of the brand.
Modern customer- oriented marketing theory requires an enterprise to take customer satisfaction
into account when making decisions and establishing brand image. Because the establishment
of brand image in
first priority to establish brand image. Based on customer demands, studies on customer
satisfaction could help understand, associate, and expect the products of the brand in catering
businesses that would further benefit the conformation of brand image and the development.
satisfactions with the various attributes of the product or service. This therefore means that
customer satisfaction is expectation before purchase and perception about performance after
purchase. In the service environment, customer satisfaction has been seen as a special form of
customer attitude. Measurement of customer satisfaction can help to hold existing customer and
may provide directions about how to attract new customers from the competitive business
The results of Kazemi, PaEmami, Abbaszadeh and Pourzamani (2013) study confirmed
the significant relationship between brand identity and customer loyalty and word of mouth
organization. As a result, it can be said that brand identity is one of the most important
coefficient, it can be concluded that customer satisfaction, loyalty, and commitment are the main
mediating factors of trust, brand image, and word of mouth communications that have significant
positive effect on the word of mouth communications. With regard to the significant positive
effects of brand identity on the word of mouth communications and brand identity as an image
for consumer, it is suggested for bank managers to consider this relationship and
communicate a direct
that the bank managers identify the effective factors on the customer satisfaction and then do the
necessary activities for improving customer satisfaction and hereby increase word of mouth
communications among customers. Services quality is the main factor in customer satisfaction
especially. It is suggested that the bank managers improve quality of their services for increasing
their customers’ satisfaction. It is necessary to do primary studies for identifying effective factors
on the services quality from customer perspective and then seek to improve them. Finally,
suggested for bank managers to rank their customers’ trust and deliver the services for them
Perception of Branding
In the branding literature, there is a general assumption that a favorable brand image has
a positive impact on customer satisfaction. Brand image has been recognized as an important
antecedent of customer satisfaction. Hence, a positive bank brand image will tend to generate
high customer satisfaction in the bank. The first hypothesis is described as follows: H1: Bank
brand image has a positive effect on customer satisfaction. In addition, it is apparent from
preceding studies that brand image has direct and/or indirect positive effects on loyalty or
behavioral intention. As mentioned in the study of Andreassen and Lindestad (2008), Fry (2002)
discovered that brand image has a direct effect on loyalty; while in contrast, Chun (2002) found
that brand image has an indirect influence on loyalty via customer satisfaction. Moreover, brand
image could have both direct and indirect effects on loyalty. Nevertheless, brand image can be
certainly viewed as a predictor of customer loyalty. Thus, in the banking context, a positive
a positive effect on loyalty as measured by re-visit intention. The purpose of the research is to
investigate the relationship between brand image, customer satisfaction and loyalty intention at
Kenya commercial bank. The results show that brand image significantly related to customer
satisfaction and loyalty intention, hence we can say that the hypothesis are fully supported.
Finding of the study also suggested that customer satisfaction is the key of loyalty intention, on
the basic of the finding we can say that there is positive relationship between customer
satisfaction and loyalty intention, this is also to be say that if the users of banking services are
satisfied then they may create base of loyalty easily, therefore we can say that second hypothesis
is fully supported.
emerging as an issue for which the business firms are very sensitive of. As a result, the process of
building a reputed brand image and attracting new customers remains an important task for the
marketing managers in any organization. Moreover, the congruence between the brand image
and customers ‘self-image would enhance customer satisfaction and customers’ preference for
the brand. In the branding literature, there is a general view that a favorable brand image has a
positive impact on customer satisfaction. Furthermore, brand image could have both direct and
indirect effects on loyalty. Nevertheless, brand image can be certainly viewed as a predictor of
customer loyalty. Thus, in the service industry context, a positive brand image appears to
stimulate customer loyalty. It is accepted that positive brand image contributes to enhance
customer loyalty and also, customer loyalty has great roles in building strong brand image of a
The review of related literature and studies has an implication on the present study. All
reviews were focused on the corporate brand image, customer satisfaction and loyalty. The
researchers and works of different writers and authors like Nazir, Ali and Jamil (2016), Chao,
Wu and Yen (2015), Kariuki (2015), Zhang (2015), Baig and Batavia (2014), Ene and Ozkaya
(2014), Naimi and Shahroudi (2014), Otaibi and Yasmeen (2014), Upamannyu and Sankpal
(2014), Zakaria, et al. (2014), Kazemi, PaEmami, Abbaszadeh and Pourzamani (2013), Oyancha
(2013), Saeed, et al. (2013), Wan and Schell (2013)gave substantial and closely related
Various findings proved that brand image has either direct or indirect impact to customer
satisfaction and loyalty can be an outcome of customer satisfaction. Nazir, Ali and Jamir (2016),
Kariuki (2015), Zhang (2015), Upamannyu and Sankpal (2014), Oyancha (2013), Kazemi,
PaEmami, Abbaszadeh and Pourzamani (2013), Saeed, et al. (2013), Lin (2011) and Hsieh, Pan
and Setiono (2006) said that brand image is a significant factor for a good evaluation of the
customers. Also, it is a reflection of opinion and impression of a customer regarding the product
Kariuki (2015), Zhang (2015), Baig and Batavia (2014), Naimi and Shahroudi (2014),
Otaibi and Yasmeen (2014), Upamannyu and Sankpal (2014), Kazemi, PaEmami, Abbaszadeh
and Pourzamani (2013), Oyancha (2013), Saeed, et al. (2013), Wan and Schell (2013) and
Andreassen and Lindestad (2008) discovered that customer satisfaction is the overall assessment
of a customer regarding his expectations before and after consuming the product or receiving the
there were some dimensions and approaches that can measure and identify the customer
satisfaction.
Zakaria, et al. (2014), Oyancha (2013), Upamannyu and Sankpal (2014), Rai and
Srivastava (2012), Da Silva and Syed Alwi (2008) defined loyalty is the indication of approval of
a customer that leads to purchasing the product or availing the service continuously. Nazir, Ali
and Jamil (2016), Saeed, et al. (2013) and Sondoh, Omar, Ismail and Harum (2007) stated that
Some researchers agreed on the direct relationship of brand image and customer
satisfaction .Nazir, Ali and Jamil (2016), Chao, Wu and Yen (2015), Upamannya and Sankpal
(2014),Kazemi, PaEmami, Abbaszadeh and Pourzamani (2013), Oyancha (2013), Saeed, et al.
(2013), Palacio, Meneses and Perez (2012), Tu, Wang and Chang (2012) and Da Silva and Syed
Alwi (2008) stated that brand image has the main role in predicting customer satisfaction. Nazir,
Ali and Jamil (2016), Chao, Wu and Yen (2015), Zhang (2015), Baig and Batavia (2014), Saeed,
et al. (2013), Tu, Wang and Chang (2012) and Sondoh, et al. (2007) learned that customer
purchasing the product or availing the service. In addition, Kariuki (2015) and Upamannya and
Sankpal (2014) believed that brand image, customer satisfaction and loyalty has a positive
From the above review of related literature and studies, the following gaps were
determined:
1. There were no studies yet conducted on corporate brand image and customer
satisfaction on loyalty considering selected coffee shops customers as the respondents of the
study.
2. There were no studies yet conducted on corporate brand image and customer
satisfaction on loyalty in a selected coffee shop considering Makati City as the place of
investigation.
In view of the gaps identified, the study determined that corporate brand image and