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Factors Affecting Customers Loyalty to Mobile Services Companies’ Brands

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  • Mohamed Ali Barakat Ali

Abstract

The main aim of this study is building and testing a model that includes most factors that may affect and interpret customers’ loyalty to mobile services companies’ brands. Designed questionnaire was distributed to Egyptian mobile services companies’ customers sample in stores of these companies. Data were obtained from 373 respondents and were analyzed using Amos.18 and Spss.16 to test hypotheses established in a research model. The results indicated that there is a positive significant relationship between brand awareness and brand associations. The results revealed that there is a positive significant relationship between brand associations and perceived brand quality. It is found that there is a positive significant relationship between brand associations, perceived brand quality and brand loyalty. It is found also that older customers are more loyal to the brand than younger customers. It is concluded that higher income customers are more loyal to the brand than lower income customers.

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  • Mohamed Ali Barakat Ali, 2020. "Factors Affecting Customers Loyalty to Mobile Services Companies’ Brands," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(2), pages 1-85, July.
    • Handle: RePEc:ibn:ijmsjn:v:12:y:2020:i:2:p:85
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    References listed on IDEAS

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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