There are various factors which can be the cause of influencing customer satisfaction and loyalty.   In the world of the business, most of the firms are now adopting the market-oriented strategy, and it has several extensive literature reviews and conferences which are devoted to developing and motoring the customer satisfaction (Osborne, 2013). The satisfaction levels of the customers can also enhance the loyalty of the customers of the Adidas. This is leading towards the five distinctive theories of customer satisfaction in marketing. All of these theories are developed by considering the based to cognitive approach; few of these are considered as the importance of the less benchmark (Carl McDaniel, 2016). The five distinctive theories of customer satisfaction are stated as;

Equity theory

Comparative level Theory  

Norms as a benchmark standard

The paradigm of disconfirmation expectations

Perceptual disparity value’s theory

            The satisfaction levels of the customers of the Adidas can be measured with the strong support of the expectancy disconfirmation theory because it is considered as the most adopted model by the manufacturing firms.  According to this theory for meeting the satisfaction level of the customer the management of the Adidas will evaluate their product expectancy level of their customer to accommodating them (Shankar, 2003). By implementing this theory, Adidas can measure Perceived Performance, Expectation, Satisfaction, and Disconfirmation. Because the anticipated behaviors of the customers can be reflected by the expectations and if the customers of the Adidas will achieve their expectation level than their satisfaction level will also enhance. The judgment of the disconfirmation formed certainly affect satisfaction, either positively or negatively.

Factors influencing customer satisfaction and loyalty

The factors wghich can influences the loyalty and satisfaction of the customers these can be discussed under the five theories of marketing. The quality product of Adidas is related with

Consumer loyalty or satisfaction for Adidas

The corporate image of Adidas is completely associated with the consumer loyalty or satisfaction of Adidas

The satisfaction of consumers is concerned entirely with the loyalty of consumers of Adidas.

            It is specified by the outcomes that the quality of products of Adidas can be sent or conveyed around the consumer loyalty or satisfaction of Adidas. In addition, the company’s corporate image contributes to the consumer loyalty or satisfaction of Adidas. In the modern time, the sustainable development, environmental issues, business ethics, and social responsibility have produced important concerns which are quite important for the company. Furthermore, the social responsibility that is corporate is another big element is influencing the consumer satisfaction of Adidas (Kandampully, 2000).

References of Distinctive theories of customer satisfaction

Adidas, 2019. Adidas At A Glance About. [Online]
Available at: https://www.adidas-group.com/en/group/profile/

Armstrong, G. K. P. H. M. B. R., 2012. ‘Marketing: An Introduction’, 2nd Edition,. s.l.:Pearson..

Carl McDaniel, J. R. G., 2016. Marketing Research Essentials, 9th Edition. s.l.:Wiley.

Kandampully, J. &. S. D., 2000. Customer loyalty in the hotel industry: the role of customer satisfaction and image.. International journal of contemporary hospitality management,, 12(6), pp. 346-351..

Osborne, S. P. R. Z. &. N. G., 2013. A new theory for public service management? Toward a (public) service-dominant approach. T. he American Review of Public Administration, 43(2), pp. 135-158.

Shankar, V. S. A. K. &. R. A., 2003. Customer satisfaction and loyalty in online and offline environments.. International journal of research in marketing,, 20(2), pp. 153-175.