Published Paper Details:

Abstract This research investigates the determinants of brand loyalty within the iron and steel sector of Musiri, specifically examining how product attributes, customer satisfaction, and relationship management influence repeat purchase behavior. Utilizing a descriptive research design and convenience sampling, primary data was collected from a diverse group of stakeholders, including professional contractors, civil engineers, and individual homebuilders. The findings identify product quality as the primary determinant of brand loyalty, significantly outweighing the influence of price or traditional advertising. Statistical analysis confirms a robust positive correlation between perceived quality and loyalty, while an even stronger relationship was found between relationship management--encompassing dealer trust and after-sales service--and future purchase intentions. The study concludes that brand loyalty in this region is primarily driven by technical excellence and deep-rooted dealer-customer trust, suggesting that firms should prioritize service quality and professional relationship building over aggressive price-based competition to secure sustainable market share.