WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 17, 2020
The Influence of Private Label on Customer Loyalty, the Mediating Role of Customer Satisfaction
Authors: , ,
Abstract: Current study aimed at examining the influence of PL on customer loyalty through the mediating factor of customer satisfaction. Depending on quantitative approach; and distributing (197) questionnaires on individuals; results of study indicated that private label has the ability to increase loyalty if it was accompanied by high customer satisfaction. Among variables chosen, it appeared that product quality and store followed by price are influential in increasing satisfaction and leading to better loyalty. Study recommended taking extra attention in managing and manufacturing private brands in order to increase loyalty through satisfying customers.
Search Articles
Keywords: Label, Private Label, Private Brand, Customer Loyalty, Customer Satisfaction, retail stores
Pages: 496-504
DOI: 10.37394/23207.2020.17.48