Factors That
Affect Brand Loyalty: A Study of Mobile Phone Industry
of Pakistan
Muhammad
Tabish
Lecturer, College of Business Management (IoBM)
Syed Furqan
Hussain
Master of Business Administration, Institute of Business
Management (IoBM)
Saher Afshan
Master of Philosophy, University of Karachi
Abstract
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 and lowest with
customer satisfaction and promotion. It is also observed
that data was highly deviated from variable Promotion
and lest with Brand Image which is favorable. All the
factors which were subjected to investigate help to take
competitive advantage and will discriminate brand from
several which make customers loyal influences customers’
decision making. It is also found that people become
more brand conscious related themselves with brands in
order to meet social needs which make them feel deprive
and pursue the repetitive purchase. Fights to retain
customers become more beneficial for the advancement and
invention of new technologies. It is found that this
competitive environment does not allow marketers to take
unethical commercial benefits in presence of competitors
but on the other hand, it helps managers to make
excellent marketing strategies and advice manufacture to
take correct business decisions. Loyalty is all about
the state of mind so it assists marketers to understand
consumer buying behavior.
Keywords: brand loyalty, customer satisfaction, brand image, promotion, brand trust
