Customer Satisfaction and Customer Loyalty at Jayashree Textiles

Abstract

This study explores the pivotal relationship between customer satisfaction and customer loyalty in the context of Jayashree Textiles, a unit of Grasim Industries under the Aditya Birla Group. Using a mixed-methods research design, including structured interviews and a questionnaire survey (n=30), the study identifies key drivers of satisfaction such as service quality, product reliability, price fairness, and responsiveness. The findings confirm a strong positive correlation between satisfaction and loyalty, with implications for strategic improvements in customer relationship management and brand retention efforts. The paper concludes with recommendations for enhancing satisfaction to foster enduring customer loyalty.