Revisão do Jornal Árabe de Negócios e Gestão

Impact of Customer Value, Public Relations Perception and Brand Image on Customer Loyalty in Services Sector of Pakistan

Abstract

Samar Rahi

Purpose: The purpose of this study is to find an empirical relationship between customer values, Public Relations Perception, Brand Image and to investigate these variables impact on customer loyalty within insurance companies of Pakistan. Significance: This study attempts to contribute the knowledge that, how Services provider companies especially Insurance companies in Pakistan can retain their customers by making them loyal through CV, PRP, and BI. This study is also significant because it extends previous research by examining the role of BI, CV and PRP in services sector of Pakistan. Design/Methodology/Approach: Positivism paradigm used in this study. The sample size selected for research constitutes from 367 respondents and these respondents belongs from two major cities of Pakistan Lahore and Islamabad. All respondents were using insurance services of different companies in Pakistan. Overall deductive approach used for this research. Questionnaire was adopted. Cronbach’s Alpha test used to check the reliability. Multiple regression and correlation coefficient were used to examine hypothesized relationship. Findings: Regression analysis reveals that customer value, Public relation perception, and Brand image bring 58.0% change on customer loyalty. There is a strong positive significant relationship between Public relations perception and customer loyalty. Customer Value and Brand image have also positive and significant impact on customer loyalty. Research Limitations/Implications: Further research is indicated, to identify impact of these variables on other services companies of Pakistan excluding insurance companies. Insurance companies in Pakistan should pay more attention toward the Public relations perception, Customer Value, and Brand image of their company in order to enhance the customer loyalty.