The Relationship of Perceived Value, Service Quality, Brand Trust, and Brand Loyalty. A Literature Review

Ikramuddin, Muhammad Adam, Hizir Sofyan () and Faisal
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Ikramuddin: Malikussaleh University, Indonesia
Muhammad Adam: Syiah Kuala University, Indonesia
Faisal: Syiah Kuala University, Indonesia

Expert Journal of Marketing, 2017, vol. 5, issue 2, 72-77

Abstract: The concept of loyalty has evolved as an important issue in the world of marketing as companies are focusing their strategy in retaining customers and increasing their sales. The purpose of this study is to re-evaluate the involvement of various factors related to the perception of value, service quality, brand trust and brand loyalty in the industry of mobile phones through literature review and examination of previous research. Some studies have found that the observed variables are the key drivers of brand loyalty. However, other opinions are also presented for their different perspectives and a broader view of the research topic.

JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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