Published Paper Details:

Today brands are enormous in numbers and not all the brands attain their goal of establishment due to satisfaction of the customers and customer's loyalty towards the brand. Customer satisfaction is a measurement that determines how happy customers are with a company's products and service that the brand provides. Customer loyalty is the outcome of customer satisfaction. This customer loyalty comes from various criteria's of the brand which includes the price, quality, satisfaction of the need. This study identifies that the satisfaction of using the brand impacts the loyalty of not changing the brand or switching over other brands. The research is descriptive in nature. Furthermore, the customer trust impacted by customer satisfaction which proved that customer satisfaction is an antecedent of customer satisfaction, a direct relationship between customer satisfaction and loyalty was observed. The future studies may replicate in other service contexts and comparison of models of government and private banks will give more understanding. The study is mainly developed to find out the relationship between customer satisfaction and customer loyalty. How customer satisfaction impacts the loyalty of customers by not switching to other brands.