Ducati Customer Perception and Brand Loyalty Essay

Ducati Customer Perception and Brand Loyalty - Essay Example The research has been divided into different parts and each part is important to achieve the research aim and objectives in a significant and desired manner. There is no denying that loyalty is dependent on satisfaction and when customers are satisfied, there is every chance of them becoming loyals making it easy for organsiations to retain them for a long period of time. The research aims at identifying the loyalty and trust of Ducati customers in a critical and logical manner along with understanding what exactly influence and impact their loyalty in the short as well as in the long run. The research covers different aspects of customer loyalty and customer perception with prime focus on Ducati as a brand appealing a number of customers across the world. Pomerantz defined perception as a process of attaining awareness or understanding environments by interpreting information. This statement is based on normal human psychology that can be related to the customer perception. Customer perception is a process that is based on the information collected from wide arrays of sources and resources. It can be the case that customers using the existing product or service may create awareness along with changing the level of perception about that particular product or service. Organisations need to understand the perception of customers in order to market their products and services along with offering them something that will exceed the level of perceived perception (Alan, Gary, 2011) The research aims at identifying the perception of Ducati customers through questionnaires in order to understand their views and opinions highlighting their loyalty and trust factor for the motorcycle brand. The research has been divided into different parts and each part is important to achieve the research aim and objectives in a significant and desired manner. There is no denying that loyalty is dependent on satisfaction and when customers are satisfied, there is every chance of them b ecoming loyals making it easy for organsiations to retain them for a long period of time (Jones, et al, 2002). The research aims at identifying the loyalty and trust of Ducati customers in a critical and logical manner along with understanding what exactly influence and impact their loyalty in the short as well as in the long run. The research covers different aspects of customer loyalty and customer perception with prime focus on Ducati as a brand appealing a number of customers across the world. 1.1: Research Background Customer perception decides their buying behavior to an extent. Considering the fact that good and valid perception about a product often creates a positive image that allures customers to get associated with that product or service in the short as well as in the long run. Customer perception can be considered as the first stage of buying behavior where there is a difference between the reality and perception. Until and unless, customers use the product; ascertaini ng the reality can be a cumbersome task offering irrelevant attention and importance to perception (Reichheld, 1993). Customers’ perceptions can be influenced through reference groups and opinion leaders but should offer desired and more than perceived results in order to create long term value and mutual benefits in the competitive business environment. Perception leads to interest and zeal that forms the foundation of accepting products and services. On the other hand brand loyalty is consumers’