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@article{198998,
        author = {Ruchita Shantaram More and Abhijeet Gajbhiye},
        title = {A Study on Customer Satisfaction and Brand Loyalty at Nice Software, Nagpur},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {11564-11568},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198998},
        abstract = {This paper considers customer satisfaction and brand loyalty in a leading software company in the local software market, Nice Software, Nagpur. Based on descriptive and analytical design that adopts mixed method, data were gathered on 200 clients through stratified random sampling. The results indicate that customer satisfaction is greatly determined by quality of the software products, their responsiveness in terms of technical support, and their price perception, which is a strong indicator of brand loyalty. Reliability of the software and the effectiveness of the support was found to be the leading drivers of the loyalty, and relationship duration have a moderating role in satisfaction-loyalty relationship. The research has practical suggestions that can be adopted to improve customer retention in competitive software markets.},
        keywords = {Customer Satisfaction, Brand Loyalty, Software Industry, Service Quality, Customer Retention},
        month = {April},
        }