Impact of Perceived Public Relation on Customer Loyalty with Moderating Role of Brand Image

Abstract

As the Indian service industry is rapidly growing day by day, proper marketing strategy has become important issue before the service providers in knowing customers’ perception. The current study is focused on the complex relationship among public relation perception, perceived brand image, and customer loyalty, specifically in Indian mobile phone industry. This study was field survey based and data were collected through a tested structured questionnaire from 214 randomly chosen mobile phone users. Survey result implicated that, perceived brand image plays full moderating role in the relationship between public relation perception and customer loyalty.