Asian Journal of Research in Business Economics and Management
  • Year: 2013
  • Volume: 3
  • Issue: 7

Impact of product performance and brand image on customer satisfaction

  • Author:
  • Shailja Bhakar, Shilpa Bhakar, Abhay Dubey
  • Total Page Count: 14
  • Page Number: 187 to 200

*Assistant Professor, Prestige Institute of Management, Gwalior, India

**Senior Assistant Professor, Apeejay Stya University, Shilpa Bhakar, Gurgaon, India

***Student, Prestige Institute of Management, Gwalior, India

Online published on 5 July, 2013.

Abstract

Product performance and brand image are two very important concepts prescribed to organizations for gaining customer satisfaction. This study was done specifically for two organization in Gwalior region Sanchi and Nova. The sample size was 100 respondents selected using non probability purposive sampling technique. The results revealed that there is a strong impact of product performance and brand image on customer satisfaction and also there a significant difference was found between the product performance and brand image of both Nova and Sanchi. No significant difference was found between the customer satisfactions of both the brands. The same study can be replicated in different industries to generalize the results.