THE ROLE OF CUSTOMER SATISFACTION IN BUILDING STRONG BRAND LOYALTY AMONG MILLENNIALS OF SAN PABLO CITY, LAGUNA

This study examined the role of customer satisfaction in building strong brand loyalty among millennials in San Pablo City, Laguna. Specifically, it explored how product quality, price satisfaction, service quality, and customer support responsiveness influence brand loyalty indicators such as repeat purchase intention, brand preference, willingness to recommend, and positive word-of-mouth. Using a descriptive-correlational research design, the study gathered data from 100 millennial respondents aged 29 to 44 years old residing in San Pablo City. The data was analyzed to determine the strength and direction of the relationship between customer satisfaction and brand loyalty. The study also considered the respondents’ demographic profile in terms of age, sex, educational attainment, and monthly income. Findings revealed that all dimensions of customer satisfaction showed a positive and significant correlation with the components of brand loyalty. Among the independent variables, overall customer satisfaction recorded the highest correlation with loyalty (ρ = 0.832), indicating that when customers are satisfied with the product quality, pricing, service, and support responsiveness, they are more likely to make repeat purchases, recommend the brand, and express positive feedback. These results support the Expectation–Confirmation Theory, suggesting that fulfillment of consumer expectations leads to stronger loyalty and advocacy. The findings imply that millennials in San Pablo City are highly responsive to businesses that provide quality products, fair pricing, excellent service delivery, and prompt customer support. When these factors are met, consumers tend to develop emotional attachment and consistent patronage toward a brand. Therefore, the study highlights the importance for business owners, marketers, and local enterprises to invest in improving customer satisfaction strategies to build long-term loyalty and strengthen their competitive advantage in the local market.