International Journal of Accounting, Auditing and Taxation

International Journal of Accounting, Auditing and Taxation ISSN: 2756-3634 Vol. 6 (3), pp. 001-008, March, 2019. © International Scholars Journals

Full Length Research Paper

Factors affecting customer loyalty in Pakistan

Waheed Akhter1*, Abdus Sattar Abbasi2, Imran Ali and Hasan Afzal3

1Management Sciences COMSATS Institute of Information Technology (CIIT) Lahore, Pakistan.

2National University of Modern Languages, Islamabad Pakistan.

31903 Un Shing House, Un Chau Estate, Cheung Sha Wan, Kowloon, Hong Kong.

Accepted 18 November, 2018


Customer loyalty always remains a prime concern for business organization. The purpose of this is to identify key factors which influence customer loyalty around the globe in general and in Pakistan in particular. This study investigates the correlation between these factors and customer loyalty through hypotheses testing. The study was carried out by taking a sample of 150 respondents. Data were collected through questionnaire containing 14 items and analyzed in SPSS. Results of the study indicate a positive relationship among customer satisfaction, customer relationship, image of the product, trustworthiness and customer loyalty. This study concludes that long-term success and sustainable reputation of an organization depends on customer loyalty. The study recommends that the ‘customer is always right’ is a golden principle to attain customer loyalty.

Key words: Customer satisfaction, customer relationship, product image, trustworthiness.