What Makes Customers Brand Loyal: A Study on Telecommunication Sector of Pakistan (original) (raw)

Influence of Brand Loyalty in Telecommunication Sector in Pakistan

Brands play a very important role in consumer markets. They bridge a relationship between the consumers and the company. Brand loyalty is a consumer's preference to purchase a particular product or service at first or repeatedly in a competitive market. The general purpose of this study is to investigate the factors leading to brand loyalty in service sector. Specifically, we are concerned to observe the factors affecting brand loyalty in telecommunication sector of Pakistan. The sample size of 150 is taken through convenient sampling method. The survey method is used to collect the data from the respondents through self-administered questionnaire. The regression analysis approved the significant positive relationship of the proposed factors with brand loyalty.

Factors That Affect Brand Loyalty: A Study of Mobile Phone Industry of Pakistan

2017

Building brand loyalty is very important and very crucial to maintain it. Making brand loyalty is becoming an important element to gain long-term profitability and competitive advantage. The objective of this study was to determine the key element and their contribution towards making brand loyalty so the study shows a significant and positive relationship between brand loyalty and the subjected variables including brand image, customer satisfaction, trust, and promotion. This quantitative research was done with a sample size of 406 specifically mobile phone users and questionnaire was the tool to collect data which was distributed among mobile phone users all over Pakistan and analyzed through SPSS. The results found and after evaluation, it concludes that the brand image has the highest contribution toward dependent variable that is brand loyalty on the other hand correlation between trust and customer satisfaction was found intensively with the highest level among all variables a...

Effect on Brand Loyalty in Mobile Phone Purchasing (A Case Study In Bahawalpur, Pakistan)

Journal of Public Administration and Governance

Brands are the key to sales increase in consumer markets. They make a relationship between the consumers and the company. Brand loyalty is a consumer’s preference to purchase a particular product or service at first or repeatedly in a competitive market. The general purpose of this study is to investigate the factors leading to brand loyalty in service sector. Specifically, we are concerned to observe the factors affecting brand loyalty in mobile phone purchasing in Bahawalpur, Pakistan. The sample size of 150 is taken through convenient sampling method. The survey method is used to collect the data from the respondents through self-administered questionnaire. The regression analysis approved the significant positive relationship of the proposed factors with brand loyalty.

Determination of Brand Loyalty in Telecommunication Industry: a Literatur Review

International Journal of Engineering & Technology

This study focuses on the concept of "brand loyalty". The concept of brand loyalty is an important issue in the telecommunication industry and is one of the strategies in relationship marketing. This paper reevaluates the comprehensive determinants of brand loyalty, by testing the model proposed in previous research as a determinant of brand loyalty. The determinants of brand loyalty are service quality, customer satisfaction and brand trust. Several previous studies have addressed the relationship between service quality, customer satisfaction, and brand trust with brand loyalty and the study also presents various current research shortcomings and trends for future studies in the telecommunications industry.

Antecedents of Brand Loyalty: An Empirical Study from Pakistan

international journal of research in computer application & management, 2013

The purpose of this research paper is to present the role played by the Brand commitment, brand trust, brand attachment, perceived quality and customer satisfaction. The present study was performed to illustrate the involvement of the cognitive and affective variables and also the variables of perceived quality and customer satisfaction in the building and formation of the brand loyalty. The scale is developed to measure the brand commitment, brand trust, brand attachment, perceived quality and customer satisfaction. The paper takes the forms of descriptive research. The current study used a sample of 150 customers from three different cities. The constructs in this study were developed by using the measurement scales which are taken from the past studies. The data was analysis by using SPSS. The tool of this study was evaluated for reliability. The result shows that these cognitive and affective variables are reliable. The result also shows that the brand trust has significantly impact on the brand commitment and also has a positive impact on brand loyalty. Further research in the article should try to examine the cognitive factors as a better knowledge .There are some limitations in this study and also the results of this studies indicates direction for adopting the further research which enhance the brand loyalty efficiently. The link of the perceived quality and brand loyalty needs to be investigated efficiently. The contribution of this research paper or article is that it provides the great important insights which played a magnificent role in the development and measurement of the factors or variables.

The Effects of Brand Experience, Satisfaction and Trust on Brand Loyalty; an Empirical Research on the Internet Services of Cellular Companies in Pakistan

Recently, brands have become more important for creating the value for their customers. Building consumer-brand relationship is very important for building a strong brand. The main aim of the study is to check the impact of brand experience in building long-term consumer-brand relationship with brand satisfaction, brand trust and brand loyalty. Telecommunication industry of Pakistan was selected for this research. Data was collected through questionnaires from the random sample of 307 respondents (students) which was drawn from the population of University of Gujrat. The results of this study shows that the brand experience, brand satisfaction, and brand trust have significant and positive effect on brand loyalty.

A STUDY ON CELLULAR SERVICE INDUSTRY ON ITS SERVICE QUALITY, SATISFACTION AND BRAND LOYALTY OF CUSTOMERS IN MADURAI

The objectives of this paper were to explore reasons why consumers prefer a specific mobile service and to explore the relationship between Service Quality, Customer Satisfaction and Brand Loyalty. The cellular service providers are using different sales promotional methods to attract the customers towards them. For further enhancement, to measure the Customers' Satisfaction and Service Quality towards Brand Loyalty of cellular service is important. The survey instruments used in the present study to measure Brand Loyalty were Service Quality, Price, Product Quality, Promotional Quality and Customer Satisfaction. Thus the structural equation modeling approach was necessary in order to examine the variables. The findings revealed that reliability, responsiveness in service quality, reasonable price and customer satisfaction leads to brand loyalty towards cellular communication providers. The researcher suggests that proper promotional offer with right service at the right time and enhanced product quality to make the customer satisfied and loyal to the service providers.

Customer Loyalty of Nokia Mobiles; an Empirical Study Conducted In Pakistan

Journal of Sociological Research, 2014

Customer loyalty is a psychological motive which today's managers are considerate about. Today in the world of competition, customer loyalty is the basic thing for the company's survival. In this research paper, we study the variables which directly or indirectly affect the loyalty of the customer and these variables are the customer satisfaction, customer trust, and vendor communication, perceived value, perceived quality, relational benefits, and brand credibility. For this purpose, we conducted a self-administrated survey to collect the data. Data is collected from 150 respondents, and the study employed statistical analyses, such as reliability 406 analysis and regression analysis. The results of the study show the positive significant relation with all variables except perceived value because of unsystematic errors. The other reason of this relation is that we do not target one product of Nokia mobiles specifically.

Brand Loyalty for Cellular Network

International Journal of Management, Public Policy and Research

The Indian telecom industry is a very dynamic industry with very stiff competition amongst existing service providers in the telecom markets. But the brand loyalty among the customers gets difficult because of this competition. So, it gets necessary what consumers want and what can satisfy them. In that context the present papers are the research of 201 consumers as well as respondents of finding the attributes and factors for making the consumers loyal and stay connected to one brand only. The research was done by Google form in Gujarat state with the relevant literature review of the research doing presently.

An Empirical Study of Brand Loyalty on Samsung Electronics in Pakistan

Journal of Sociological Research, 2014

The purpose of this study is to explore the brand loyalty of Samsung electronics focusing the special part of south Punjab of Pakistan (Bahawalpur and Multan).This projected model is examines major variables moderating the relationships of, brand trust, service quality, brand credibility, customer satisfaction, brand image with these challenging models of the relationships amongst the impact of, independent variables on brand loyalty. The data was collected from the students of Department of management sciences. Questionnaire was dispersed and self administrated to 150 respondents. The study implies some analysis scales to check the data, which include regression analysis, reliability analysis and different scales