“Importance of customer satisfaction in brand building with special reference to IT Industry”

The research aims to understand that how customer satisfaction is helpful in building brand loyalty with special reference to IT sector. In order to accomplish this, secondary data of previous research related to customer satisfaction and brand loyalty has been used. The results show that if the expectations of the customers related to products have met, the customers are likely to be satisfied. Furthermore, Customer satisfaction are highly influenced by technical support, the products’ quality, the product's user-friendliness and availability of the staff in reference of IT industry. The factor that contributed the most to customer satisfaction was how the staff behave and respond to the customers. The factor which contributed the least were selection of products, handling of invoices and delivery times.