Published Paper Details:

In an increasingly competitive market environment, customer experience (CX) has emerged as a critical differentiator that influences brand loyalty. The Indian leather industry, known for its craftsmanship and export potential, faces challenges in retaining customers due to intense competition and inconsistent service delivery. This study aims to empirically examine the relationship between customer experience and brand loyalty in the Indian leather industry, with a focus on mediating factors such as customer satisfaction, trust, and emotional connection. Data was collected from 350 consumers using structured questionnaires and analyzed using statistical tools like regression analysis and structural equation modeling (SEM). The findings reveal a strong positive correlation between customer experience and brand loyalty, with customer satisfaction and emotional connection acting as significant mediators. Based on these insights, strategic recommendations are provided for Indian leather companies to enhance their market positioning through improved customer experiences.