Inducing Factors of Brand Loyalty for Samsung Mobile Users of Pakistan

  • Sadia Anwar
  • Bahadur Ali Soomro
Keywords: Brand loyalty; trust, customer satisfaction, services, Samsung

Abstract

In the field of marketing, a brand loyalty is recognized as a protagonist and success factor for the development of a business organization. Due to increasing competition between brands offered by the companies of smartphone. In this way, to develop a customer trust in building a brand loyalty is a dire need of the day. Keeping in a view, the purpose of the present paper is to examine the factors that may be influencing brand loyalty for Samsung mobile users of Pakistan. Data was randomly collected under the process of cross-sectional study throughout Pakistan from Samsung mobile users. For this process a survey questionnaire is considered as the main tool for collection of data. Analysis of data is accomplished through SPSS version 25.0 for windows. The overall reliability of internal items used in instrument is identified as 0.883 while, a reliability of the individual’s factors’ were observed in satisfaction scores. Main findings of the study suggested that customer satisfaction, services provided by Samsung mobile, and trust have a positive and significant impact on brand loyalty among the Samsung mobile users of Pakistan. This study may be beneficial to develop trust, customer satisfaction for the brand loyalty of Samsung mobile phones.

Published
2020-05-18