A Correlational Study Between Customer Satisfaction and Brand Loyalty Among Grade 12 ABM Students at Bestlink College of the Philippine A.Y. 2021-2022

Vol.3, No.1C

Abstract

The researchers devised a study to determine the direction and strength of the relationship between customer satisfaction and brand loyalty among Grade 12 ABM students at Bestlink College of the Philippines. A correlational research design was used to determine the direction and magnitude of the relationship between customer satisfaction and brand loyalty. It was used to identify if there was a positive, negative, or zero relationship between the variables and how weak or strong they were. The data has been analyzed using an instrument survey questionnaire formed in Google form. It was sent to the respondents through a Messenger application and subjected to a purposive sampling. Customer satisfaction and brand loyalty greatly influence the buying behaviour of Grade 12 ABM students at Bestlink College of the Philippines. The majority are females (70% or 35 students), and the remaining are males (30% or 15 students) who value their preferred brand's service (73.2%) over its quality (69.6%) and value (60%). They appreciate its services more because of its responsiveness, availability, and empathy. Even though they place it as the highest spot, they are still satisfied with the overall aspects (90%). On the other hand, the level of their loyalty to the brand is reflected as 18% if they want to come back for another purchase, 16% if they recommend it to a friend or colleague, 10% if they offer feedback for improvement, 6% if they purchase a product with a loyalty program, and 4% if they try other goods provided by the brand. The researchers conclude that customer satisfaction and brand loyalty have a strong positive relationship. 

As customer satisfaction rises, so will loyalty, and vice versa. This shows that as long as the consumers' expectations are fulfilled, their faith in the product line will increase, leading the business owners to profit and establish a strong brand image. The study suggests improving a business's product's perceived quality, value, and service to gain loyal customers. In this way, they will have consumers who are not easily enticed by competitors selling the same goods.