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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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  • Number of pages: 2

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Advertisement is generally use for creating awareness and promoting products. It is controversial to measure how much advertisement attracts the customers. The objective of this paper is to find out how much advertisement brings effect on the consumer's buying behavior with reference to FMCGs. By using 5 point Likert scale with cross sectional data, 250 questionnaires were distributed in five cities of southern Punjab (Bahawalpur, Sahiwal, labor and Multan), as a sample, and received 231 complete questionnaires from respondents after field survey. With the help of Kirkpatrick model that contain one dependent and five independent variables, a conceptual framework was developed. Data was analyzed by using different statistical techniques such as descriptive statistic, Correlation analysis, and regression analysis. Results of our study are robust because the evidence shows that advertisements have significant impact on consumers' buying behavior and their choices.

Today nobody can escape from the wide influence of mass media (newspapers, television, advertising, videos, films, billboards music, movies, magazines, and the internet) etc. Among the whole marketing tools, the advertising is distinguished for the continuing impact on the observer's mind as its impact is broader. Basically advertisement is a tool of the promotional mix that includes the 4p's of the marketing mix as well as Product, Price, Place and Promotion. Now a day's advertisement is a great source for promoting the business in the whole market.. The consequences of advertisement continue to accelerate by every year. Advertisement use to build up the product's strong image in consumer's mind. Advertising has become a vital issue and Kotler pointed out that appeal of advertising is the main idea of an advertisement, and to get the attention of the audience. Now in twenty first century the messages can be delivered by different modes of media that consist of newspaper, radio, magazines, mail order, direct mail, outdoor displays etc.

Customer loyalty is the focus in the research and It turn into an important concern for management only due to concentrated competition especially in service industry (Bodet, 2008). In emerging business, competition customer loyalty plays very crucial role for achieving the competitive advantages (Lin & Wang, 2006). It is significant important to analyze it in the context of customer retention and customer satisfaction, these two variables are of immense important to analyze the customer loyalty. Firms can maximize level of profitability by providing safe and sound products and services to their loyal customers (Rauyruen & Miller, 2007). In beginning, the study of loyalty used to capitalize on power (Kumar & Shah, 2004). There are several studies conducted on customer loyalty some of them are mention below, Including the work of Rust and Zahorik (1993); (Rauyruen & Miller, 2007); (Kumar & Shah, 2004); (Vesel & Zabkar, 2009); Hallowell (1996) and many more. Telecom industry has grown rapidly in Pakistan over the last decade and there is a great competition among the existing service providers with respect to loyal customers. We believe based on our studies that telecom industry had not been analyzed in the context of its customer loyalty with respect to customer satisfaction and customer retention in the context of Pakistan. Detail will provide in the later section of this paper. The purpose of this paper is to takes a fresh look at the impact of customer satisfaction and customer retention on customer loyalty a case of mobile telecom industry in Pakistan. This research intentionally focuses a relatively high level of construct in an effort to contribute to the growing body of theoretical and empirical knowledge. We provide a framework that allows organizational manager to decide that how customer satisfaction and customer retention have the greatest impact on business performance through customer loyalty

Customer loyalty has been defined early that .It is normally the willingness of customer to maintain their relations with a particular firm or service/product. (Kim & Yoon, 2004). In reality loyalty should be explain as a customer commitment to do dealing with a particular firm, buying their products and services and referring it to colleagues (Mcllroy & Barnett, 2000). By tradition, customer loyalty is divided into two components one is based on behavior and the other is based on attitudes (Guillén, Nielsen, Scheike & Marín, 2011). Rauyruen and Miller (2007) also explain customer loyalty as a merged concept of behavioral loyalty (willingness of customer to repurchase from and continue relationships with the company) and attitudinal loyalty (emotional attachments and advocacy of customers toward the company). Customer loyalty is focal point for numerous business organizations (Vesel & Zabkar, 2009). The success of company sales are ensured by customer loyalty, which can be influenced by management action (Gerpott, Rams & Schindler, 2001). In emerging business competitions the loyalty of customers had shown as a main feature in getting continue competitive advantage (Lin & Wang, 2006). Customer respect oriented business organization will attract and develop loyal customers (Chang & Chen, 2007). It is crucial to understand the customer psyche for building competitive policies to succeed in differentiation and winning of customer loyalty in the competitive market (Chen & Hu, 2010). A firm can develop long lasting, jointly profitable associations with customer by developing customer loyalty (Pan, Sheng & Xie, 2011). Customer loyalty is a vital element for the continued existence and operating of firms business (Chen & Hu, 2010). Loyalty can be measure by the intention of repurchase, recommending the product/services to other and patience towards price (Kim & Yoon, 2004). Customer loyalty is use to measure repeated purchasing and forbearance for price ( Auh & Johnson, 2005). In addition the .brand value, handsets type, an intention to recommend the current carriers to others and the call quality having a significant explanatory power to measure the determinants of customer loyalty. (Kim & Yoon, 2004

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