Customer brand loyalty is formed generally by favorable outcomes from strategic marketing activities and is reflected by repeated purchases.
Loyalty form includes both attitudinal and behavioral components.
This implies the significance of brand to convey information about product or service quality (Erdem & Swait, 1998).
Satisfaction is unique from other closely related concepts such as quality, loyalty, and attitude.
It has been hypothesized in the literature to have a direct effect on customer loyalty and repurchase intention (Taylor, Celuch, & Goodwin, 2004).
According to Krystallis and Chrysochou (2014), the importance of service branding has been highlighted by several authors as the key success of service organization, and it must be the “cornerstone of service marketing in the 21 century”.
The development of brand loyalty has extended widely in academic research.