Impact Of Perceived Service Quality On Customer Satisfaction And Brand Loyalty
[A CASE STUDY OF HONEYWELL FLOUR MILLS PLC]

The current study also regards consumer satisfaction and brand loyalty as the function of perceived service quality, product quality and price (as shown above) and it is measured by consumer's overall judgment.
2.2     Theories of Consumer Motivation
Mitchell (1999) defines motivation as "the degree to which an individual wants and chooses to engage in certain specified behaviours". Therefore, the study of motivation is concerned with why people behave in a certain way, why people choose a particular course of action in preference to others and why they continue with a chosen action, often, over a long period, and in the face of difficulties and problems. A motive (or drive) however is a need that is sufficiently pressing to direct the person to seek satisfaction.
In consumer psychology, motivation relates to why an individual will choose to purchase a particular product in preference to other products and why the individual may continue to purchase and use same product for very many years for the satisfaction of a need. Yet every person has many needs and expectations at any point in time. A need or expectation triggers off an action or behaviour, which seeks to achieve a desired goal. If the desired goal is attained, satisfaction or fulfillment is engendered and this in turn may lead to a focus on another need. If the desired goal is unattained, dissatisfaction reigns.
The behaviour or action taken is the driving force for the satisfaction of the need. Ehigie & Babalola (1999) distinguished between a negative driving force and a positive driving force. The positive force comprises wants, desires, needs and expectations, which lead a consumer towards certain goods or services. The negative force repels a person away from certain goods and services. Negative forces include "aversion' and `fears". In purchase behaviour therefore a consumer's motivation will be influenced by either of these forces and their relative strength or weight.