Brand equity, switching costs, customer satisfaction and customer loyalty: A study among selected oil companies in Uganda

Abstract

The purpose of this study sought to investigate the relationship between brand equity, customer satisfaction, switching costs and customer loyalty among commercial customers of several oil companies in Uganda. The methodology used took the form of a quantitative cross-sectional survey design with a study population of 165 respondents and purposive sampling techniques were employed in which the respondents were chosen based on a basic ratio analysis. Self-administered questionnaires, physical and personal interviews were used to collect responses. Measurement of the variables of brand equity, customer satisfaction, switching costs, and customer loyalty was done and subjected to rigorous data processing and analysis using the relevant statistical computer software packages.

The findings indicated that most consumers affirmed to the fact they are brand aware, associate their supplier’s names with good quality and service, that the quality and pureness of products was high, said positive things about their suppliers to other potential customers and were generally satisfied with their suppliers. Most consumers were not sure whether switching to another supplier would necessarily mean improvement or that brand image necessarily contributed to their sticking to the same suppliers. The conclusions arrived at include the significant positive relationship between brand equity and consumer satisfaction, brand equity and customer loyalty, and switching costs with brand equity. The recommendations made include the need for oil companies in Uganda to remain focusing their marketing strategies in improved brand image which suggests brand quality in order to enhance their customer satisfaction and loyalty.