CUSTOMER SATISFACTION AND CUSTOMER LOYALTY AT JAYASHREE TEXTILES

This study seeks to discuss the interdependent relationship between the customer satisfaction and customer loyalty in the case of Jayashree Textiles, which is one of the units of Grasim Industries in the AdityaBirla Group. The realization that customer satisfaction does not just mean the level at which a business provides services but it also contributes to the long-term development of the business leads to this mixed method approach with structured interviews and a survey using questionnaires. Among the 50 sent surveys, 30 valid surveys were examined to determine the effect of satisfaction on repeat buying behavior and brand advocacy. The research shows that customer satisfaction correlates with brand loyalty which implies that positive customer service experiences that occur regularly, individual engagement and relationships characterized by trust enable customer retention to a considerable extent. Further, the paper highlights why appropriate handling of complaints, employee engagement and the customer driven innovation are key to the attainment of sustainability in loyalty. These insights offer Jayashree Textiles a set of strategies to improve further on their service criteria and customer relations in an ever competitive textile industry.