Determinants of customer loyalty towards mobile phone brands

Abstract

This study is aimed at identifying determinant factors of customer loyalty towards mobile phone brands. A survey of 434 mobile phone users has been conducted in HCMC. Data analysis has resulted that 5 out of proposed factors are empirically confirmed to have significant impact on the brand loyalty. They include brand image, product features, perceived price, attitude towards sales promotion and brand awareness. Managerial implications have been discussed based on the findings.