Available Online through Research Article www.ijptonline.com IMPACT OF BATH SOAP ’ ATTRIBUTES ON CUSTOMER SATISFACTION-AWAY TO ENHANCE OF BRAND LOYALTY

Received on 10-12-2014 Accepted on 30-12-2014 Customer satisfaction has been widely accepted as an important issue for many marketing managers especially for FMCG like bath soaps. It is commonly used as a marketing standard of a company's performance. It is generally believed that a satisfied customer is more likely to display loyalty behavior, i.e. repeat purchase and willingness to give positive opinion. This paper aims to examine the relationships between product attributes of bath soap and customer satisfaction, loyalty intention in the context of bath soap products