Exploring the Role of Brand Image and Customer Satisfaction in Shaping Loyalty for Herbal Cosmetic Products

Brand Image (BRIM) and Customer Satisfaction (CUSF) are important determinants of Customer Loyalty (CULOY), especially in sectors like herbal cosmetics, where consumer trust & perception are crucial. A good BRIM not only attracts customers but also promotes satisfaction, resulting in long-term loyalty. This research looks at the relationships between BRIM, CUSF, and CULOY in the Malappuram district herbal cosmetics industry. To obtain data, a standardised questionnaire was sent to 384 herbal product customers.Analysis with SPSS and AMOS revealed a significant positive relationship between “BRIM” and “CUSF” (β = 0.893, p < 0.05), as well as between “BRIM” and “CULOY” (β = 0.690, p < 0.05). Additionally, “CUSF” had a notable impact on CULOY (β = 0.707, p < 0.05) and acted as a partial mediator between BRIM and “CULOY” (β = 0.251, p = 0.017). The findings underscore the importance of building a strong BRIM and enhancing CUSF to cultivate lasting CULOY in the highly competitive herbal cosmetics market.