Customer satisfaction and loyalty in service brand

• Main Authors: Hashim, S., Che Ha, N.
• Format: Conference or Workshop Item
• Language: English
• Published: 2008
• Subjects: HF Commerce; Marketing. Distribution of products
• Online Access: http://eprints.um.edu.my/10342/1/10_-_295_-_FP.pdf; http://eprints.um.edu.my/10342/

Combined with the identified uniqueness of services and the growing prominence of service marketing, brand equity is applicable in managing the brand associations (Settle, 1989). Strong brand equity allows company to enjoy high brand satisfaction and strong brand loyalty associations with customers...