The effect of personalized customer services on customer perceived value and brand loyalty

Customer perceived value is all about customer thinking and behavior towards specific product or service while customer perception is established according to different feature of product or service such as quality, price or image of brand. However, brand loyalty is created by satisfying the customer needs as per their perception about specific brand. This research studies the effect of personalized customer services on brand loyalty with a moderating effect of customer perceived value. In the research report, a detail literature review is conducted to discuss the theoretical facts about customer perceived value and importance of brand loyalty. Then the importance and scope of customer service is also examined by focusing on major variables which are personalized customer service, brand loyalty and perceive value. Jean Noel Kapferer, Milton Freidman, David Allen Aaker and many other scientists' methods are used throughout the thesis to support research assumptions. Based on literature review, conceptual frameworks is developed and three different hypotheses are established to test the relationship among major variables. A quantitative research approach is used and primary data is collected by conducting a survey. The collected data is analyzed in SPSS by applying different statistical tests such as correlation and regression model. Research findings of the report indicates that there is positive relationship among personalized customer service and brand loyalty. Moreover, the moderating effect of customer perceived value on that relationship is also observed.