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Factors Influencing Brand Loyalty Among Mobile Phone Users

Ibodullayevna, Shakhnoza Amanova (2011) Factors Influencing Brand Loyalty Among Mobile Phone Users. Masters thesis, Universiti Utara Malaysia.

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Abstract

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.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Consumer Behaviour, Brand Loyalty, Mobile Phone Users
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
Divisions: College of Business (COB)
Depositing User: Mr Husni Ismail
Date Deposited: 28 Dec 2011 01:17
Last Modified: 19 Apr 2016 00:45
URI: http://etd.uum.edu.my/id/eprint/2636

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