Investigating Brand Loyalty Factors among Young Mobile Phone Users

One of the key elements in marketing mix is to successfully promote and build a brand name for business to progress. Hence, this study is to investigate Brand Loyalty factors among young mobile phone users in the Mobile Telecommunication Sector in Malaysia. In this research, five antecedents of cus...

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Main Author:	Mohd Noor Azam, Ayob
Format:	Thesis
Language:	eng eng
Published:	2010
Subjects:	HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/2222/1/Mohd_Noor_Azam_Ayob.pdf https://etd.uum.edu.my/2222/2/1.Mohd_Noor_Azam_Ayob.pdf
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id	my-uum-etd.2222
record_format	uketd_dc
spelling	my-uum-etd.22222013-07-24T12:14:58Z Investigating Brand Loyalty Factors among Young Mobile Phone Users 2010 Mohd Noor Azam, Ayob Adam, Mohamad Zainol Abidin College of Business (COB) College of Business HF5001-6182 Business One of the key elements in marketing mix is to successfully promote and build a brand name for business to progress. Hence, this study is to investigate Brand Loyalty factors among young mobile phone users in the Mobile Telecommunication Sector in Malaysia. In this research, five antecedents of customer satisfaction that leads to customer loyalty are identified. The variables measured are "Switching Cost", "Corporate Image", "Service Quality", "Trust" and "Promotion". A total of 400 questionnaires were distributed to three schools in Bukit Mertajam, Pulau Pinang. 337 questionnaires were returned and useable representing 84.3 percent response rate. The Pearson correlations test that was conducted showed that "Promotion" is the highest influential factor in influencing brand loyalty in mobile telecommunication sector. This is followed by "Trust", "Service Quality", "Corporate Image" and "Switching Cost". The findings although might be premature since it was conducted in a small scale. However, it could have prescribed potential implications for mobile telecommunication service providers to review their loyalty programs to retain existing customers and at the same time attract new ones. 2010 Thesis https://etd.uum.edu.my/2222/ https://etd.uum.edu.my/2222/1/Mohd_Noor_Azam_Ayob.pdf application/pdf eng validuser https://etd.uum.edu.my/2222/2/1.Mohd_Noor_Azam_Ayob.pdf application/pdf eng public http://lintas.uum.edu.my:8080/elmu/index.jsp?module=webopac-l&action=fullDisplayRetriever.jsp&szMaterialNo=0000758857 masters masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Adam, Mohamad Zainol Abidin
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Mohd Noor Azam, Ayob Investigating Brand Loyalty Factors among Young Mobile Phone Users
description	One of the key elements in marketing mix is to successfully promote and build a brand name for business to progress. Hence, this study is to investigate Brand Loyalty factors among young mobile phone users in the Mobile Telecommunication Sector in Malaysia. In this research, five antecedents of customer satisfaction that leads to customer loyalty are identified. The variables measured are "Switching Cost", "Corporate Image", "Service Quality", "Trust" and "Promotion". A total of 400 questionnaires were distributed to three schools in Bukit Mertajam, Pulau Pinang. 337 questionnaires were returned and useable representing 84.3 percent response rate. The Pearson correlations test that was conducted showed that "Promotion" is the highest influential factor in influencing brand loyalty in mobile telecommunication sector. This is followed by "Trust", "Service Quality", "Corporate Image" and "Switching Cost". The findings although might be premature since it was conducted in a small scale. However, it could have prescribed potential implications for mobile telecommunication service providers to review their loyalty programs to retain existing customers and at the same time attract new ones.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Mohd Noor Azam, Ayob
author_facet	Mohd Noor Azam, Ayob
author_sort	Mohd Noor Azam, Ayob
title	Investigating Brand Loyalty Factors among Young Mobile Phone Users
title_short	Investigating Brand Loyalty Factors among Young Mobile Phone Users
title_full	Investigating Brand Loyalty Factors among Young Mobile Phone Users
title_fullStr	Investigating Brand Loyalty Factors among Young Mobile Phone Users
title_full_unstemmed	Investigating Brand Loyalty Factors among Young Mobile Phone Users
title_sort	investigating brand loyalty factors among young mobile phone users
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2010
url	https://etd.uum.edu.my/2222/1/Mohd_Noor_Azam_Ayob.pdf https://etd.uum.edu.my/2222/2/1.Mohd_Noor_Azam_Ayob.pdf
_version_	1747827293533765632

Investigating Brand Loyalty Factors among Young Mobile Phone Users

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