The Role of Brand Loyalty: The Case Study of Telekom Malaysia

Munawwer Husain
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Munawwer Husain: School of Business Management, College of Business, University Utara Malaysia, Sintok, Kedah, Malaysia.

International Review of Management and Marketing, 2015, vol. 5, issue 3, 173-179

Abstract: Brand devotion is the principal thing in an association that leads from consumer loyalty toward items and administrations offer. This study is led to investigate the principle calculates that add to brand dedication in the telecom organization, Telekom Malaysia (TM). There are fi ve primary variables utilized as a part of the contextual investigation that is duty, consumer loyalty, corporate picture, trust and advancement on brand devotion in the telecom organization. This study utilized overview systems, where a sum of 290 review structures was circulated to TM clients through comfort examining yet just 165 were gotten and usable. The outcome demonstrates a critical positive relationship between the variables (duty, consumer loyalty, corporate picture, trust and advancement) toward brand dedication.

Keywords: Brand; Commitment; Customer Satisfaction; Trust; Promotion (search for similar items in EconPapers)
JEL-codes: L80 M31 M37 (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (2)

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