An Investigation into the Key Drivers which Affect Brand Loyalty in Relation to NEXT, Plc.

Abstract

The paper presents findings from an investigation into the key drivers affecting brand loyalty at customers of Next Plc. On the basis of literature research six main factors such as product quality, product price, customer service, additional service, brand reputation and brand image were provided to customers to evaluate. The most affecting factor when making a purchase was analysed product quality closely followed by customer service. Four interviews with managers of Next Plc and the questionnaires have been selected as methods of data collection. The sample has 95 customers of Next Plc. In addition, customer satisfaction, brand perception and trust have been discovered as aspects strongly connected with brand loyalty. The closest rapport has been researched between customer satisfaction and brand loyalty. The most satisfied customers have been detected as the most loyal also having positive brand perception and the brand has been trusted by them too. Eventually, advertising and branding techniques have been found as very effective instruments of creating relationship between company and customers. In consequence, such a relationship is based on brand loyalty of customer conveying many benefits to the company.