The Millennial Magnet: How Lifestyle Brands Build Loyalty Through Service Quality In Mumbai

Abstract

Lifestyle brands have gained immense popularity among millennials, particularly in cosmopolitan cities like Mumbai, where consumer behavior is driven by aspirations and identity alignment. This study explores how lifestyle brands cultivate loyalty among millennials by leveraging service quality as a key driver. Using a mixed-method approach, primary data was collected from millennials aged 18–35 in Mumbai, focusing on their perceptions of brand attributes, service quality, and loyalty factors. Findings reveal that dimensions of service quality—such as reliability, responsiveness, and empathy—play a pivotal role in shaping customer loyalty. Furthermore, brand image and alignment with millennial values like sustainability and inclusivity significantly enhance consumer attachment. The study concludes with strategic recommendations for lifestyle brands to strengthen their market presence and retain millennial consumers through targeted service improvements and value-driven branding.