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

Author

Listed:
  • Saranda Kajtazi

    (Faculty of Economics, University of Pristina)

  • Nail Reshidi

    (Faculty of Economics, University of Pristina)

  • Granit Baca

    (Faculty of Economics, University of Pristina)

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.

Suggested Citation

  • Saranda Kajtazi & Nail Reshidi & Granit Baca, 2025. "The Impact of Brand Image and Customer Satisfaction on Brand Loyalty in Kosovo’s Telecommunication Sector," Ekonomski pregled, Hrvatsko društvo ekonomista (Croatian Society of Economists), vol. 76(5), pages 404-415.
    • Handle: RePEc:hde:epregl:v:76:y:2025:i:5:p:404-415
    DOI: 10.32910/ep.76.5.5
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    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

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