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John, Abin Jose (2020) How online reviews and its impacts affects brand loyalty and customer satisfaction of Volkswagen India Pvt. Ltd. Masters thesis, Dublin, National College of Ireland.
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Abstract
Purpose - This dissertation extends the investigation and analysis of how online reviews affect the purchasing decision of Volkswagen India customers and how these affects the customer satisfaction and loyalty of customers towards a brand.
Design/Methodology/Approach- The study adopts a Quantitative approach in which a questionnaire was created using Google form by the researcher. The survey was conducted among 250 people and the researcher got 197 valuable responses. The survey participants were chosen randomly from India.
Findings- The results depict the fact that purchasing decision of customers rely more on the online reviews and majority of the participants in the survey clearly stated that they tend to check the online reviews before purchasing a product. Also if a customer is being treated nicely by the brand, more will be the customer satisfaction which brings more loyalty towards the brand.
Research Limitations- The study was conducted among a small sample size within India and the researcher focus more on the millennial age groups. If the researcher had focused more on the other age groups rather than millennial and also by increasing the sample size, the results and findings should have varied.
Practical Implications- Through this dissertation, mentality and customer expectations towards a brand have clearly been understood. Also how online reviews can affects the purchasing decision of customers was also understood. If Volkswagen India can clearly monitors and finds solutions to satisfy all their customers, they can boom their brand more in the Indian market. Happy and satisfied customers will be asset to the company.
Originality/Value- Many studies have conducted by researchers about customer satisfaction, brand loyalty and online reviews. But as per researcher understanding nobody had conducted studies of the same related to Volkswagen India. This unique study gives an insight for Volkswagen India for their future run.
Keywords- Online reviews, Brand loyalty, Customer satisfaction
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > Marketing > Branding |
| Divisions: | School of Business > Master of Science in Management |
| Depositing User: | Dan English |
| Date Deposited: | 06 Feb 2021 11:10 |
| Last Modified: | 06 Feb 2021 11:10 |
| URI: | https://norma.ncirl.ie/id/eprint/4672 |
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