RATIONAL AND EMOTIONAL FACTORS OF CUSTOMER

SATISFACTION AND BRAND LOYALTY ON J. AND KHAADI

Hafiz Abdul Basit
Umair Alam Durrani

Abstract
How to Reach customer satisfaction and brand loyalty in a business it’s a difficult and still
need area for researchers and practitioners for research. As we know and we compared
to consumer branding may be a terribly short identified concerning the
success parts of branding, and additionally a way to satisfy the consumers of {products} and the
way they get the products either rationally or showing emotion. Thus our analysis paper aims to
look at the success factors of stigmatization and rational or emotional factors and their
performance impact of client satisfaction and complete loyalty. The rational brand quality
consists of product quality, service quality, and distribution quality whereas consistent
advertising vogue, whole image, country-of-manufacture image and sale Person’s temperament,
habit, price-perception, and whole perspective area unit dimensions of
emotional whole associations. The technique which is adopt for sampling is convenience sampling
technique, Data was collected through the customers, mostly those customers who are the brand
conscious to distributing questionnaire and also use social media for data gathering, and also
experts of the manufacturing firms working in Pakistan as well as from the professional graduating
scholars. To examine more accuracy in the research it is highly preferred. Time is one of the
limitations. And research will be conduct in Karachi. The statistical technique confirmatory factor
analysis (CFA) was use to check the validity and reliability of the instruments. For the purpose of
testing the hypotheses, and has use structural regression modeling (SRM), t-tests, ANOVA. For
data coding, of CFA and SRM techniques the research has used Ms. Excel, SPPSS and AMOS
software’s. The research is highly preferred especially for the marketers and salespersons.
This analysis had been conducted on two completely different SMCGs J.J & KHAADI. Because
of the continuing commoditization, the product factory-made by firms and even their service and
distribution efforts area unit subject to an increasing uniformity inside world competition.
Keywords: Habit, Price-perception, Brand attitude, Customer satisfaction & BL.

Journal of Marketing and Logistics Volume - 1 August 2018 23

 Introduction

As a mediator (Kim & Hyun, 2011) How to create, hold, enhance consumer loyalty on a
firm’s items or administrations is for the most part which pushed for showcasing exercises (Dick
& Basu, 1994).Greater consumer loyalty suggests their best showcase which shows their capacity
to request moderately greater costs Contrasted with the individuals about rivals. (Chaudhuri A. a.,
2001). It is expanded consumer loyalty moreover offer assistance and promoting budget, request
for many customer, or successfully work exchanging use (Aaker J. , 1997). Furthermore, the
consumer raise clear communication advancement, resist competitors’ strategies (Dick & Basu,
1994) and produce incremental profit and revenue ( (Fornell & and Wernerfelt, 1988)
(Reichheld, Markey, & Hopton, 2000) Furthermore, the customer cultivate positive word - of -
mouth advancement , resist competitors’ strategies . (Zeithaml, Berry, & and Parasuraman,
1996)Be that as it may, what are the components affecting buyer loyalty? The predecessor
components of consumer loyalty have been examined broadly in various works, but the
relationship between open relations public relation & consumer loyalty needs assist work since
natural changes have driven Organizations should focus Concerning illustration significantly once
societal. Introduction (Kitchen., 1996)which conventional introduction of item and promoting. The
highlights turn in to expanded significance. (Cultip, Center, & & Broom, 1985)“The
administration work that distinguishes, builds up, and keeps up commonly useful connections
between an organization and the different open on whom its victory or disappointment depends.”
Eventually, promoting is around fulfilling buyer needs way better than competitors by giving the
leading esteem for cash, but promoting is continuously carried out inside the imperatives of a given
environment. Directors carry their societies with them when overseeing, as do customers when
expending. Buyers from collectivist societies put more prominent esteem on social obligation
activities than shoppers from more independent societies (Eisingerich & Rubera, 2010).
Companies progressively utilize worldwide brand techniques to increment their customer-based
brand value. They extract into their aimed customers’ supportive affiliation with corporate
competence and corporate social Responsibility exercises as well as their self-concept association
offers. By analyzing the cross-cultural contrasts in consumers’ self-concepts and their commitment
to the brand loyalty, this think about may offer assistance worldwide brand directors to survey how
their target customer see their (CSR) exercises and corporate competencies and choose which sort
of picture and affiliations they ought to contribute their assets to. Also, the proposed conceptual
system for understanding the relationship among corporate affiliation, consumer-corporate
association, and corporate brand loyalty over distinctive national societies may be valuable for
optimizing brand situating and fortifying customers’ brand loyalty over societies.
Brands are regularly centered on represent the picture of entity life community dependable
toward more approving between their partners (Tran, Nguyen, Melewar, & Bodoh, 2015).
Different brands are more engaged in being perceived as constant activity change and fresh growth
in their marketplace absence (Nguyen, Yu, Melewar, & Chen, 2015)In expansion, based on past
ponders, duty and movement are the two most significant brand characteristics (Clemenz, Brettel,
& Moeller, 2012) (Gordon, Zainuddin, & Magee, 2016)thus, the center on these two measurements
since of their pertinence and their incredible effect to their clients. The display consider in this way
contributes to the promoting writing in three distinctive ways. To begin with, this ponder includes
to the body of information on the relationship between brands. (Torres, Augusto, & Lisboa, 2015).
In the demonstrate proposed by this ponder, fulfillment intercedes the impacts on related brand’s
pictures on customer loyalty. Additionally, a brand picture directly impacts on customer loyalty.

Journal of Marketing and Logistics Volume - 1 August 2018 24

Particularly a brand picture May be guessed should have the ability should correspond mark.
Implications which emerge by the creation encounters which don’t implanted in products.
Interests, the accessible writing on business to business brand picture offers a few clues that appear
to be steady with these proposed impacts. In truth, coordinate impacts were basically found for
business to business administrations (Juntunen, Juntunen, & Juga, 2011) in which quality
Overview & Background
After periods of investigate, the significance of branding in Business to business. Businesses need
been generally evaluated. (Seyed ghorban, Matanda, & LaPlaca, 2016). Inside of this Study something like
need been led on the determinants about logo. pertinence on Business to business settings, counting buy
significance, buy complexity and chance (Brown, Zablah, Bellenger, & Donthu, 2012), link with the
process of vendors hiring (Blomback & Axelsson, 2007) the functions of customers and whole
entity and item list (Backhaus et sl., 2011). Generally, it appeared in viability of unique product by
pulling and holding steadfast business customer (Keranen, Piirainen, & Salminen, 2012)and this is
constructively link and may effect on universal competitors (Homburg, Klarmann, & Schmitt,
2010) (al. M. e., 2011) (al. S. e., 2015) Presentations Thus, had studied which has proposed that firms
working in Business to business markets ought to consider contributing in branding ( (Beverland,
Lindgreen, Napoli, Kotler, & Pfoertsch, 2007)advancement, market researchers had contended product
doesn’t assets created and implanted on items sells to customer ( (Merz, He, & Vargo, 2009). Brand
esteem implications continuously created or resell the duration( (Merz, He, & Vargo, 2009)it has been
somewhat affected relate by venders promoting the relation (Brodie, 2009)it is essential part to
encounters which drove esteem relation (Brodie, 2009) particularly the brand create the relationship
impact itself ( (Payne, 2009) (Prahalad. & swamy., 2004). Hence, their brand consists of products and
the services associated perspectives. To identify the customer, see and respond to their vendor’s services
associated and products of Business of a business brand pictures is crucial in case successful branding
procedures are to be outlined. It is proposed that product associated and services associated viewpoints in
seen cast picture. In the next segment, a demonstrate is created that addresses the distinctive impacts on
products and services associated in Business to business identify pictures in customer’s loyalty

Problem Statement

Past researches explored the connection allying brand loyalty of a victory figure and origin
factors. e.g. (Bendixen, Bukasa, & Abratt, 2004) analyze a readiness of purchaser to Spend a cost
effective of famous mechanical brands. The researchers moreover establish of purchaser eagerness
to suggest to donate uncommon thought to other. (Taylor, Hunter, & Lindberg, 2008) That adopted
(Netemeyer, et al., 2004) show and affirmed inter alia the positive connection from brand
dependability to readiness to Spend a cost effective. Other thinks about respected the trademark
dependability build internal variable. E.g. (Van Riel, Mortanges, & Streukens, 2005) utilized item
trademark value, associated trademark value, &dependability deliberate as victory develops and
affirmed non-negative impact of item dissemination, item esteem, benefit staff, and data
administrations. In differentiate to other analysts (Yoo & Donthu, 2001) (Pappu, Quester, &
Cooksey, 2005).

Other researchers of this scenario are (Davis, Golicic, Marquardt, & J, 2008) which
centered of the effect of trademark picture and trademark mindfulness of mechanical buyer’s
trademark loyalty purposeful. The researcher considers that the impact of trademark picture on
trademark value will be more prominent to the impact of trademark mindfulness on trademark

Journal of Marketing and Logistics Volume - 1 August 2018 25

value of clients for administrations. Furthermore, (Al-Kwifi & McNaughton, 2013) analyzed the
significance of variables (item highlights, investigate collaboration, item benefit, cost, and
quantity) who direct to trademark exchanging inverse of trademark loyalty. (Biedenbach & Marel,
2010)tried the impact of Client’s involvement on brand mindfulness, brand affiliations, seen BL
whereat a progressive impact on four internal victories, which builds is gathered and affirmed.
(Baumgarth & Binckebanck, 2011)Analyzed the impact of deals constrain (salesman’s identity,
salesman’s conduct) nearby good promoting disobedient (item quality, non-individual) on BI
discernment, cast quality, and trademark loyalty (Leischnig & Enke, 2011)inspected the
relationship between exogenous brand recognition develops (brand steadiness, chance lessening)
and endogenous client reaction develops (buy dependability, attitudinal dependability, cost
premium) . Furthermore the reproduction explored by, (Chen, Su, & Lin, 2011) (Chen & Su,
2012), more overtired the effect of nation to produce item esteem, data administrations and benefit
staff on brand value individually brand dependability.

Inspect the accomplishment variables about business-to-business marking also examine

their execution sway on customer satisfaction & brand loyalty. Uncover that normal brand quality
comprises of the extents item affection, distribution affection, and conveyance nature same time
steady. Endorsement style, BI, & Also salesperson’s identity. Need aid measurements of emotional
brand cooperation. All measurements absolutely impact client satisfaction & brand loyalty. (Marc
& Bernd, 2017).

They are not capable with incorporate other accomplishment variables due to restriction of
their model for example, such that price perception, habits, and brand attitude. The researcher
chooses to explore the further research on price perception, habits attitude in Pakistan to fill the
gap on the area of research.

Research Objective

Now a day’s corporate brand equity and loyalty are important factors to the success of the
organization, and also it is important that how these factors influence the customers related to
brand and its loyalty.

Loyal client is taking part in an important role in complete image and it's vital for the
organization’s success, in which satisfaction is more important between an organization’s success
and loyalty of the customer, high satisfaction of customer build a strong relationship between
organization and its BI.
Attitude of the client towards the complete and
its connected factors conjointly powerful for organization success. But there is an also very
powerful factor that is Rational and Emotional factors related to the client’s satisfaction and BL,
that how customer is rational to purchase those brands and how their emotional feelings are attach
with those brands, and how their feelings force to purchase those brands.
The researcher objective is to fill the gap of prior research that enable to add and find those
factors related to emotional and rational factors on customer satisfaction and brand loyalty on J.J
& KHAADI in Pakistan. And also contribute with the exploration of those factors that are
important for the organization success and brand loyalty

Journal of Marketing and Logistics Volume - 1 August 2018 26

 The researcher aims to find the relationship between emotional and rational factors on CS
and BL. And also find those factors that are related to emotions of the customer and to find those
factors that are increase the CS leads to BL. And also, the researcher aims to find the how price
perception, habit and brand attitude influence of the customer satisfaction and that leads to brand
loyalty within the Pakistan and how Pakistani customers habit towards the CS and BL and how
much they are price conscious and how their attitude towards the satisfaction and loyalty of the
brand.

Literature Review
Emotional Factors
As the motivation behind our examination isn't just to explore the impact of sane factors
on mark value results as consumer loyalty and brand unwaveringness, we inspect achievement
aspects that are thought and candidly assessed by clients as they demonstrate a more elusive nature.
following to (Aaker D. A., 1991., p. 20), mark relationship as a rule can make an encouraging
feeling or demeanor being firmly connected to a brand in clients' brains. Brand affiliations are
likewise a strong establishment of upper hands as key properties which are related with a particular
brand in an item class are difficult to be assaulted. Hence, the greater part of the accompanying
four passionate variables is gotten from Aaker’s fourth measurement of his image value structure.
Advertising Style
Promoting style, it is plainly accepted that publicizing by and large underlies a passionate
assessment by clients, (Holbrook & Batra, 1987, p. 410) (Rossiter & Bellman, 2012., p. 293). Up
until this point, promoting research in a marking setting concentrated essentially on client's view
of publicizing Spending which was estimated and affirmed to positively effect on making brand
value, (Villarejo-Ramos & Sánchez-Franco, 2005, p. 437) (Alex, 2012, p. 35) Promoting style
portrays the constant organizations' conduct of publicizing plainly, particularly, and succinctly
contrasted with other organizations' publicizing practices, (Cathelat & Ebguy, 1988.)
Brand Image
Mark picture is the "discernments about a brand as reflected by the brand affiliations held
in shoppers' memory." Further, mark picture is thought to be candidly drawn nearer by clients,
(Dobni & Zinkhan, 1990, p. 113) (Malär, Krohmer, Hoyer, & Nyffenegger, 2011, p. 41), and also
be able to control brand fairness outcome (Aaker D. A., 1991.)
The Country of Manufacture Image
Image value in a career position of nation and of their fabricate picture of a brand and its
items, (Chen & Su, 2012, p. 61). As a particular nation tends to create particular generalizations P
or N, label entity firmly connected to a nation advantage or experience the ill effects of those
generalizations (Essoussi & Merunka, 2007, p. 412) (Chen, Su, & Lin, 2011, p. 62) said by (Aaker
D. A., . Managing brand equity, 1991., p. 128)As a particular nation tends to create particular
generalizations (P or N), brands being firmly connected to a nation either advantage or experience
the ill effects of those generalizations

Journal of Marketing and Logistics Volume - 1 August 2018 27

Salesperson Perspective
Business person's identity as a factor in our examination demonstrate. Sales representative's
identity is appointed to the passionate components of brand value results (Leischnig & Enke, 2011,
p. 130) as the relationship to a sales representative underlies an individual judgment by every client
or every individual from a modern purchasing focus as far as confide in, wellbeing, and sensitivity.
These connections are normally in light of positive feelings and make supportive sentiments and
dispositions, like, fulfillment by clients, (Baxter & Matear, 2004, p. 498)
Customer Satisfaction
A few gestate of consumer loyalty have advanced over the previous decapod, (Johnson &
Fornell, 1991, p. 3199) Exchange explicit fulfillment is developed an idea as a client's assessment
of his or her involvement with, and responses to, a particular item exchange scene or
administration expertise. This path commanded the advertising and shopper conduct writing
through the mid of 1990s, (Oliver, 1997) (Yi, 1991, p. 78)
Price Perception
In the administration setting apparent cost is assuming huge part in basic leadership.
Clients' view of cost has been contemplated in terms of value discernment, (Munnukka, 2005, p.
212) (Varki & Colgate, 2001, p. 480). price moderation appreciation (Bolton, Warlop, & Alba,
2003)and cost honesty (Boltan & Lemon, 1999). Cost is an imperative component in shoppers'
buys; in this manner it affects customers' judgments with respect to benefit (Herrmann, Monroe,
& Huber, 2007, p. 55)
Brand Attitude
BA should be characterized as "shopper's general assessment of a brand", (Olson &
Mitchell, 2000). It is an appraisal around great or ominous reactions to label associated jolts or
conviction (Murphy & Zajonc, 1993, p. 723)label state of mind e has the most basic influence in
client-based brand value Since numerous years, mark state of mind has been an imperative subject
of research in showcasing. Mentalities are steady and continuing inclinations to carry on. (Lane &
Jacobson, 1995) (Olson & Mitchell, 2000). Subsequently, advertisers see it as the most imperative
indicator of customer conduct towards an item or administration, (Olson & Mitchell, 2000).
Habit
The a part of “habit” has been confirmed to play a section in activity deliberate and
continuation, (Chiu & Chang, 2012, p. 838), habit is influenced by emotional arousal it is leads by
psychological thinking and leads to behavior in centering on
behavioral deliberate, propensity covers to a programmed reaction. (Mascarenhas, Kesavan, &
Bernacchi, 2006, p. 399) characterized propensity as the programmed conduct created amid the
previous history of an individual, likewise alluding to an intuitive impact where a Specific conduct
turns out to be more normal. The a part of propensity has been a key issue in
social neuroscience investigate on state of mind conduct models, (Ajzen & Fishbein, 2000, p. 15)

Journal of Marketing and Logistics Volume - 1 August 2018 28

Rational Factor
Conformity by Aaker the general nature of a brand is seen in various structures by clients
for various enterprises. Be that as it may, it is a brand normal for high significance which is
constantly quantifiable. Therefore, saw quality impacts clients' buy choices and in addition mark
steadfastness goal. Hence, our initial three exogenous factors are gotten from this measurement.
Product Quality
That buyers which are satisfy with products execution as a rule lean toward this particular
brand contrasted with different brands with poor item execution and have a tendency to be more
faithful, (Taylor, Hunter, & Lindberg, 2017, p. 244). The beneficial outcome of item quality on
mark value results, such as consumer loyalty and brand reliability has been theorized and affirmed
by a substantial number of experimental B2B considers, (Van Riel, de, & S, 2005, p. 845)In this
unique situation, item related quality measurements as dependability, sturdiness, distinctive
highlights and also fit and complete fill in as assessment criteria, Conformity by Aaker.
Service Quality
Administrations quality angle additionally is by all accounts vital in business settings, (Van
Riel, R, & C P, 2005, p. 1272) (Persson, 2010, p. 1272). Particularly after-deals execution
as way as Specialized administration bolster is of high significance as long time period of
machines will create supererogatory expenses. In this manner, benefit quality characteristics like
unwavering quality, responsiveness, and capability said by Aaker, (1991)
Distribution Quality
Distribution quality has play a fundamental role on modern purchasers' image observations,
(Mudambi, Doyle, & Wong, 1997). Conveyance quality joins angles like requesting, conveyance,
and accessibility Thus, with regards to our examination, capital merchandise makers can expand
mark value results as consumer loyalty and brand reliability by offering a sufficient dissemination
nature of their products. It is expected that customers in a business, judiciously assess conveyance
quality (Van Riel, de Mortanges, & Streukens, 2005, p. 845) (Mudambi, Doyle, & Wong, 1997),
such as, it is unmistakably to be assessed if products are conveyed in time or at where they are
required.

Relationship between rational factors & customer satisfaction

Product Quality
The beneficial outcome of product quality on mark value results, for example, consumer
satisfaction and BL has been estimated and declared by an expansive number of exact examines,
(Van Riel, de, & Streukens, 2005) (Cretu & Brodie, 2007). and also, to underlie a rational
assessment by consumers because of the way that these measurements are unmistakable and, in
this manner, quantifiable, (Jensen & Klastrup, 2008)capital merchandise makers' product quality
assumes a noteworthy part in decidedly impacting brand value results like consumer loyalty, and
brand unwaveringness of purchasers of capital products.

Journal of Marketing and Logistics Volume - 1 August 2018 29

Service Quality
Can be a definitive authority fulfillment and brand dependability in the particular instance
of capital merchandise makers' marking endeavors. The general constructive outcome of
administration quality on mark value results has been affirmed by different investigations, (Van
Riel, de, & Streukens, 2005). Undifferentiated from product quality, benefit quality has a tendency
to be more honestly and sincerely assessed by customers. (Jensen & Klastrup, 2008) as we see that
the time fullness and adjusted work is measurable.
Distribution Quality
Spread Positively Quality Effects for Mechanical Purchaser for to Observation of Image,
(Mudambi, Doyle, & Wong, 1997)
H1: Rational brand quality, PQ,,SQ and DQ and has a significant positive effect on CS.
Relationship between Emotional factors & customer satisfaction
(Aaker D. A., 1991., p. 173). Said that, In the event that the promoting is working, the estimation
of stability with time which can't be over determine. Particular setting of our investigation,
purchasers of capital merchandise are thought to be emphatically impacted by a steady promoting
style positively affecting their fulfillment and also mark dependability expectation.
Advertising style
It is obviously expected that promoting as a rule underlies a passionate assessment by
clients, (Holbrook & Batra, 1987) (Rossiter & Bellman, 2012.). Publicizing research in a marking
setting concentrated principally on client's view of promoting Spending which was guessed and
maintained to positively affect making label value, (Villarejo-Ramos & Sánchez-Franco, 2005)
(Alex, 2012)
Brand Image
Further, BI is thought to be candidly drawn nearer by customers (Dobni & Zinkhan, 1990)
(Malär, Krohmer, Hoyer, & Nyffenegger, 2011) furthermore, to have the capacity to impact brand
value outcomes (Aaker D. A., 1991.) (Keller, 1993). Exchanged to our investigation, capital
merchandise makers' BI assumes a vital part in emphatically affecting brand value results like
consumer loyalty, and brand loyalty of purchasers of capital products.
Manufacture Image
The expansion of bi-national or mixture results of brands identified with the globalization,
nation of fabricate picture acquires and more significance in marking research, (Chao, 1998) (Insch
& McBride, 2004) (Chen & Su, 2012).
As a particular nation tends to deliver particular generalizations, brands being firmly
connected to a nation either advantage or experience the ill effects of those generalizations (Chen
& Su, 2012). According to (Aaker D. A., 1991., p. 128) a "nation can be a solid image, as it has
close associations with items, materials, and capacities." Therefore, a nation stirs particular
feelings which are firmly connected to the feelings the individual brand excites by possible clients.

Journal of Marketing and Logistics Volume - 1 August 2018 30

and also, we propose a beneficial outcome of nation of-produce picture on capital merchandise
purchasers' fulfillment and brand unwaveringness in the setting of our investigation.
Sales Person Perspective
As it is essential to construct and grow an association with productive clients, individual
offering acquires and more significance particularly with regards to marking, (Ahearne, Jelinek,
& Jones, 2007) (Choi, Ying, & Sternquist, 2015) (Guesalaga & Kapelianis, 2015) the impact of
salesperson’s identity on clients' image assessment individually brand value results like consumer
loyalty and brand dedication is settled in mechanical marking writing, (Van Riel, Mortanges, &
Streukens, 2005) Exchanged to our examination, capital products makers' businessperson’s
identity decidedly impacts brand value results like consumer loyalty, and brand steadfastness of
purchasers of capital merchandise.
Price Perception
(jiang & Rosenbloom, 2005, p. 165) the research worker found that there's a big and
robust correlation between value perception and satisfaction and is also positive. This correlation
of value perception and satisfaction is stronger with fulfillment. Almost, customers have more
positive behavior about price perceptions when e-tailors provide more prominent for shopping
convenience.
Brand Attitude
The showcasing written works advocate that there's a solid theoretical supporting
for experimental investigation of the linkages among shopper loyalty, consumer unwaveringness,
and profit. The commonly very little quantity of actual analysis performed on these
connections thus far (Storbacka, Strandvik, & and Grönroos, 1994)
Habit
Research on the neurotransmitter frameworks in the cerebrum has demonstrated that the setting
dependably connected with positive reaction result can advance propensity execution (Wood & and Neal,
2009). Extra proof from the advertising writing has demonstrated a critical connection between effect or
fulfillment and saw propensity quality in the region of reusing conduct (Knussen, Yule, MacKenzie, & and
Wells, 2004), natural product utilization conduct (De Bruijn, et al., 2007) and data frameworks related
conduct (Limayem, Hirt, & and Cheung, 2007). Likewise, in the present examination, we position aggregate
fulfillment as a driver of propensity quality in view of the customer's certain involvement with the
utilization of the item.

H2: Emotional brand associations, advertising style, BI, MI, SPP, Habit, price perception and
brand attitude and has a significant positive effect on customer satisfaction.
Relationship b/w Customer satisfaction with Brand quality
After the perception of rational brand quality has been done, then the subsequent will
investigate the endogenous and develop consumer satisfaction. Consumer satisfaction is viewed
because of brand value which are separately with its measurements and builds the exogenous
(Aaker D. A., . Managing brand equity, 1991.). on the other hand, balanced brand quality and its
measurements decidedly impact consumer satisfaction. Consumer satisfaction has a long custom

Journal of Marketing and Logistics Volume - 1 August 2018 31

as an internal build in mechanical marking analysis. For instance, the constructive outcome of
product related characteristics on consumer satisfaction has just been speculated and affirmed, (Da
& Alwi, 2006). And also benefit quality was Speculated to be emphatically associated with
consumer satisfaction, In this manner, this far reaching innovative dilemma enables us to foresee
a positive impact of every exogenous which developed and caught by objective brand quality on
consumer loyalty. This leads us to the accompanying following study of hypothesis:
H3: Customer satisfaction has a significant positive effect on brand loyalty.

Methodology
Method of Data Collection
This paper seeks to study and examine the role Rational and Emotional factors of Customer
Satisfaction and BL for this purpose, we have to investigate the relationship between them. The
data collection is an important part to make the research auspicious and for this the data has been
collected from various respondents who are aware about the collaborative Marketing, from a
different universities and organizations. Student are the undergraduate and graduate student was
fill the questionnaire Such as bachelor’s Students B. Com, BBA and masters Students, different
organization and other experts of the manufacturing firms working in Pakistan, have to fill the
question paper.
The sample size of the study to collect the data is 300 respondents would give the
information in an appropriate manner. The research technique which we used is quantitative
approach and for this purpose, questionnaire has been designed which is based on 56 Questions
that are inter linked with the collaborative Marketing practices. The collection of data makes the
research extremely valuable for the manufacturing firms and marketing managers in a way that
indicates the present requirements which should be incorporated to enhance the Marketing
operations and for increasing the effectiveness of customer satisfaction and Brand loyalty.
Sampling
The survey will be conducted within a period of 5 weeks. In this methodology an empirical
observation will take us to a result. Our study is quantitative so we are using this method. The
technique which is adopted for sampling is convenience sampling technique. The sample size to
collect the data is 300 respondents would give the information in an appropriate manner, through
the Questionnaires and online Google form. We target respondents who are experts, and have some
Specialization in marketing management and different background peoples and most of the data
were collected by the students of university the survey will distribute in our target population. The
data gathering is an important part to make the research constructive and that’s why the
demographic information which we determined for filling up the questionnaires include age group
above than 20 years, have some work experience with a qualified degree of minimum bachelor’s
level.

Journal of Marketing and Logistics Volume - 1 August 2018 32

Research Model

Statistical Technique
To make this research more valuable the statistical technique confirmatory factor analysis
(CFA) is used to check the validity and reliability of the instruments. For the purpose of testing
the hypotheses, we have used SPPSS software for regression analysis so that we measure up the
calculation of ANOVA and Cronbach Alpha. For data coding of CFA and we have used Ms. Excel,
SPPSS and AMOS software’s. The results we get from these statistical methods are highly
preferable for making this research accurate

Results and Discussion

Demographics

Gender
Frequency Percent Valid Percent Cumulative
Percent
Male 229 67.2 67.2 67.2
Valid Female 112 32.8 32.8 100.0
Total 341 100.0 100.0
Missing System 00 00
Total 414 100.0

According to the study our data is mostly fill out by male which approximately 67.2%
and 32.8% is female which frequency are 229 & 112 respectively.

Journal of Marketing and Logistics Volume - 1 August 2018 33

Age Group

Frequency Percent Valid Percent Cumulative

Percent
below 20 years 86 25.2 25.2 25.2
21 to 30 234 68.6 68.6 93.8
31 to 40 16 4.7 4.7 98.5
Valid
41 to 50 2 .6 .6 99.1
51 and above 3 .9 .9 100.0
Total 341 100.0 100.0
Missing System 00 00
Total 414 100.0

According to the age group view our data is fallout from 21 to 30 years old people which
frequency is 234 and in percent is 68.6%.

Frequency Percent Valid Percent Cumulative

Percent
below 5000 11 3.2 3.2 3.2
5000 to 10000 3 .9 .9 4.1
11000 to 20000 16 4.7 4.7 8.8
Valid
21000 to 30000 116 34 34.0 42.8
others 195 57.2 57.2 100.0
Total 341 100.0 100.0
Missing System 00 00
Total 414 100.0

On the above table our respondents had more than 30000 household incomes which
frequency is 195 and in percent is 57.2%.

Qualification

Frequency Percent Valid Percent Cumulative

Percent

Matric 9 2.6 2.6 2.6

Inter 95 27.9 27.9 30.5
Valid bachelor 171 50.1 50.1 80.6
Master 60 17.6 17.6 98.2
diploma 6 1.8 1.8 100.0
Total 341 100.0 100.0

Missing System 00 00

Total 414 100.0

The qualification of our respondents is being bachelor degree which had 171 frequencies
and 50.1% in percent.

Journal of Marketing and Logistics Volume - 1 August 2018 34

Brand

Frequency Percent Valid Percent Cumulative

Percent

KHAA
125 36.7 36.7 36.7
DI
Valid J.J 216 63.3 63.3 100.0
Total 341 100.0 100.0
Missing System 00 00

Total 414 100.0

The respondents are mostly use J.J which frequency is 216 and 63.3% in percent

Confirmatory Factor Analysis

Journal of Marketing and Logistics Volume - 1 August 2018 35

 Standardized Construct Reliably Construct Validity
Factor Loading Cronbach’s Composite Convergent Discriminant
(CFA-AMOS) alpha Reliability Validity Validity
Variables (CR) Average Maximum Shared Average
Variance Extracted Variance (MSV) Shared Variance
(AVE) (ASV)
Product Quality
PQ1 .727 0.371
PQ2 .792 0.760 0.775 0.536 0..454
PQ3 .673
Service Quality
SQ1 .772 0.368
SQ2 .774 0.855 0.857 0.600 0.439
SQ3 .809
SQ4 .741
Distribution Quality
DQ1 .827 0.816 0.816 0.689 0.423 0.319
DQ2 .833
Advertisement style
AD1 .794 0.338
AD 2 .750 0.747 0.759 0.516 0.398
AD3 .596
BI.
BI1 .823
BI2 .759 0.786 0.787 0.554 0.352 0.311
BI3 .639
Manufacturing image
MI1 .694 0.740 0.640 0..471 0.412 0.351
MI2 .678
Sales persons personality
SPPP1 .664
SPPP2 .670 0.786 0.790 0.485 0.345 0.295
SPPP3 .770
SPPP4 .676
Price Perception
PP1 .859 0.762 0..859 0.753 0.469 0.358
PP2 .876
Habit
H1 .772 0.814 0.815 0.595 0.417 0.381
H2 .758
H3 .784
Brand Attitude
BA1 .620 0.362
BA2 .717 0.751 0.757 0.512 0.330
BA3 .798
Customer Satisfaction
CS1 .662 0.387
CS2 .809 0.778 0.770 0.531 0.366
CS3 .742
Brand Loyalty
BL1 .733
BL2 .649 0.845 0.847 0.583 0.402 0.352
BL3 .843
BL4 .815
Reliability and Construct α > 0.70 CR > 0.70 i) AVE > 0.50 MSV < AVE ASV < AVE
Validity Thresholds: (Nunnaly,1967) ii) CR > AVE
[Suggested by Fornell and
Larcker (1981)]

Journal of Marketing and Logistics Volume - 1 August 2018 36

 Model Fitness Test

Chi- square P-Value GFI AGFI CFI CFI RMSEA

2.785 .000 0.856 0.803 0.903 0.911 0.061

In the above table CMIN/DF value is accurate and in between (1-3) which means our
model is fit
and the value of RMSEA is 0.061& less than 0.08 which also indicate that our model is fit.
Hypotheses Testing

Model Summary

Model R R Square Adjusted R Square Std. Error of the

Estimate

1 .598a .358 .336 .55543

a. Predictors: (Constant), CS, BI, PQ, AD, PP, SPP, SQ, H, DQ, MI, BA

In this table R value indicate that how much correlation between independent variables and
dependent variables and the above table show that there is 59.8% correlation.
And the value of R square in this table explain independent variable effect to dependent variable
and that is35.8%.

ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 56.493 11 5.136 16.648 .000b
1 Residual 101.496 329 .308
Total 157.990 340
a. Dependent Variable: BL
b. Predictors: (Constant), CS, BI, PQ, AD, PP, SPPP, SQ, H, DQ, MI, BA

Since the significant value of the ANOVA table is .000 so, this indicates that there is a
positive relationship between Emotional factors & Rational factors of CS on BL

Journal of Marketing and Logistics Volume - 1 August 2018 37

 Hypothesis Result

H1: Rational brand quality, product quality, service quality, and distribution
quality and has a significant positive effect on customer satisfaction
Rejected

H2: Emotional brand associations, advertising style, BI, MI, SPP, Habit, price Accepted
perception and brand attitude and has a significant positive effect on customer
satisfaction.

H3: Customer satisfaction has a significant positive effect on brand loyalty. Accepted

Since the significant value of the Rational factor is 0.384 and greater than 0.05 so, we reject
H1, and if we look individual variable of RF, the p-value of Product quality & service quality is
0.00 and less than 0.05 it means both are significant but Distribution quality doesn’t show any
value and on the other hand the H2 & H3, Emotional factor & CS-BL respectively, the values of
both of them are 0.00 and less than the significant value of 0.05 so, we accept the H2 & H3.

Journal of Marketing and Logistics Volume - 1 August 2018 38

 Conclusion & Discussion
This paper seeks to study and examine the role Rational and Emotional factors of Customer
Satisfaction and BL for this purpose, we have to investigate the relationship between them. The
data collection is an important part to make the research auspicious and for this the data has been
collected from various respondents have to fill the question paper. The sample size of the study to
collect the data is 400 of which 341 respondents would give the information in appropriate manner.
The research technique which we used is quantitative approach and for this purpose, questionnaire
has been designed which is based on 38 Questions that are interlinked with the collaborative
Marketing practices.

As because of limited time for research provided by supervisor is big limitation of research.
As our research based on SMCG so, its create difficulty in collecting data so and it’s also limitation
of our research Our analysis is depends on having access to individuals, organizations, is denied
or restricted in how, the explanations for this ought to be delineated .Because most of population
lives in Karachi and outlets of the brand located in Karachi, So, we can easily collect data from
them Because we observe from prior research that the prior researcher also filled out questionnaire
for collecting data.

In the conclusion of the results the significant value of the Rational factor is not significant
so, we reject H1, and if we look individual variable of RF, the p-value of Product quality & service
quality is significant but Distribution quality doesn’t show any value and on the other hand the H2
& H3, Emotional factor & CS-BL respectively, the values of both of them are significant so, we
accept the H2 & H3.

As our study is that the primary one that clearly and comprehensively isolates between
rational Factors and emotional Factors and our conceptualization might serve as a beginning point
for encourage experimental investigate in this particular region. In Spite of the fact that we broadly
considered and conceptualized the measurements of rational Factors and emotional Factors our
results are subject to a few restrictions. Due to the complexity of our proposed examination
demonstrate, we were not able to incorporate other victory factors such as Brand value, Word of
mouth and Brand orientation considering particularly of emotional brand associations, future
research need to take other measurements beneath attention.

Journal of Marketing and Logistics Volume - 1 August 2018 39

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