Factors Influencing Brand Loyalty Among Mobile Phone Users

The purpose of this paper is to examine the relationship between trust, customer satisfaction, promotion, brand name, attitude towards the brand and brand loyalty. Students of Universiti Utara Malaysia were chosen as samples of this study. A total of 250 questionnaires were distributed to the respondents and 162 of them were obtained
and usable. Correlation and regression analysis were used to analyze all data. The findings indicated that all the independent variables, - trust, promotion, brand name,
customers' satisfaction, attitude toward the brand, - had a certain degree of relationship with brand loyalty. Customers' satisfaction had the strongest relationship with brand loyalty. Only two variables which are customers' satisfaction and brand name influenced brand loyalty while other variables had no significant relationships with brand loyalty. The findings suggests that producers of mobile phones should put more effort on building corporate image and conduct research on customers preferences and needs in order to increase loyalty of their customers.