The Impact of Brand Image and Brand Loyalty on Customer Satisfaction: A case study of Luxury Brand in Thailand

Abstract

Purpose: This research aims to examine the impact of band image on customer satisfaction: a case study of luxury brands in Thailand. In this research, the researcher will accentuate customer satisfaction and related factors, including brand image, brand ambassador, brand loyalty, service quality dimension, and customer perceived value. Design/Methodology/Approach: The researcher used numerous components to determine the impact of the brand image on customer satisfaction, including research design, sampling plan, research instruments, the validity of the pilot test, methods of data gathering and procedures, and statistical treatment of data. Findings: This research provides related factors that impact customer satisfaction with luxury goods for a customer currently living in Thailand. This research evaluates those relationships influencing customer satisfaction variables, forming the basis for the study's executive summary. The related factors in this research are brand ambassador, service quality, brand image, brand loyalty, customer perceived value, and customer satisfaction. Research Limitations/Implications: There are many limitations while working on this research. Gathering information and collecting data from respondents during the global COVID-19-19 economic crisis is a major limitation of this research. Originality/value: This research study related variables that impact brand image, brand loyalty, and customer satisfaction in a case study of luxury goods in Thailand.