The role of perceived quality and satisfaction in explaining customer brand loyalty: mobile phone service in Jordan

Sulieman Ibraheem Shelash Al-Hawary

International Journal of Business Innovation and Research, 2013, vol. 7, issue 4, 393-413

Abstract: Brand has a vital role in the process of customers' choice of products. It considered a main mean utilised to link the producer with the customer. The purpose of this research is to investigate the effects of service quality and satisfaction in building brand loyalty. The data are collected randomly from 212 of mobile phone users within Amman, the capital city of Jordan. The data were analysed using correlation and multiple regression analyses. This research finds that service quality and satisfaction have significantly positive effects on brand loyalty. This study provides useful managerial implication for managers. First, managers should investigate what leads their customers to be loyal and then determine the component of their loyalty. Second, managers also should keep in touch with the customers, segmenting customers by their purchase habits, and hiring service-oriented employees.

Keywords: brand loyalty; customer satisfaction; service quality; mobile phone users; Jordan; perceived quality; mobile phone services; mobile phones; cell phones. (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=54848 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:7:y:2013:i:4:p:393-413

Access Statistics for this article

More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().