Abstract
The study examines the relationship between brand loyalty and brand equity in the South Indian education services sector via the lens of customer satisfaction. Physical quality, employee behaviour, brand identification, trust, and environment are some of the seven brand equity aspects that are used in the study. Parents and students’ responses to a questionnaire were utilised to gather information on their satisfaction levels. 350 respondent’s data were reliable, which was then analysed using SPSS and AMOS. Except for the final theory, which has received minor support, all theories have been proven correct. Customer happiness and effect of environment have been eliminated from the improved model fit since they were found to be irrelevant and insufficient to appropriately moderate the effect of environment. The study, which is only applicable to the South Indian education service industry, will give policymakers and staff members the knowledge they need to please students and parents and build institutional loyalty. It was discovered that, in the instance of the study region, the effect of physical quality, staff behaviour, brand identity, and trust on brand loyalty had been totally mediated by satisfaction.
Keywords: Brand equity, Brand loyalty, Customer satisfaction, Service sector, South India.