Factors Affecting Customer Loyalty in Pakistan

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