This research aims to understand the relationship between customers’
satisfaction with private labels and their loyalty toward the stores that own
and sell these private labels. 256 Tunisian customers participated in this
research by fulfilling a questionnaire prepared to collect the data about their
opinions and attitudes toward private labels and stores that sell these labels.
Researchers add customers’ trust and customers’ attachment with the private
labels as a variable mediating the relationships between customers’ satisfaction
with the brands and customers’ loyalty to the stores. Results show that
customers’ satisfaction with private labels directs customers’ loyalty toward stores that sell these labels. While this relation is
not affected by the existence of trust and attachment to the private labels.
Also, results found that trust with private label doesn’t yield to brand
attachment. According to research results, researchers recommend marketers to
focus their efforts on marketing private labels and satisfying customers’ needs
in order to gain their loyalty toward the stores which will result in more
benefits for the store in general.
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