Effects Of Product Quality On Brand Loyalty

(A STUDY OF NOKIA MOBILE PHONE) CHAPTER ONE INTRODUCTION 1.1       BACKGROUND TO THE STUDY The marketing environment has become a very competitive one as it has continued to evolve. Thus, it has become important for businesses to look for ways of gaining and sustaining brand loyalty by building customer trust. In essence, brand loyalty has become the target of all organization because they have realized that when customers are loyal to their organizations brand it provide the organization with steady form of income which in turn increases profit. Companies that successfully develop loyal cust…