The Impact of Brand Image and Customer Satisfaction on Brand Loyalty in Kosovo’s Telecommunication Sector

Saranda Kajtazi, Nail Reshidi and Granit Baca
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Saranda Kajtazi: Faculty of Economics, University of Pristina
Nail Reshidi: Faculty of Economics, University of Pristina
Granit Baca: Faculty of Economics, University of Pristina

Ekonomski pregled, 2025, vol. 76, issue 5, 404-415

Abstract: The main objective of this study is to examine how brand image and customer satisfaction affect brand loyalty in the telecommunications industry. The study focuses on the telecommunications sector in Kosovo and is based on primary data obtained from 205 users of various mobile operators. A structured questionnaire was adapted and distributed at operator branches in Prishtina to gather responses from customers. Multiple linear regression analysis was conducted using SPSS to analyze the collected data. The findings indicate that both brand image and customer satisfaction have a positive and significant impact on brand loyalty, with customer satisfaction exerting a stronger influence. This study offers both theoretical and practical implications. Theoretically, it provides insights into the relationship between brand image, customer satisfaction, and brand loyalty. Practically, it offers recommendations for companies on strategies to enhance brand image, ultimately strengthening brand loyalty. Additionally, it suggests ways for companies to gain a competitive advantage in a market where service offerings are largely similar.

Keywords: brand image; customer satisfaction; brand loyalty; mobile operators. (search for similar items in EconPapers)
JEL-codes: L96 M21 M31 (search for similar items in EconPapers)
Date: 2025
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