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Abstract
This study is aimed at identifying determinant factors of customer loyalty towards mobile phone brands. A survey of 434 mobile phone users has been conducted in HCMC. Data analysis has resulted that 5 out of proposed factors are empirically confirmed to have significant impact on the brand loyalty. They include brand image, product features, perceived price, attitude towards sales promotion and brand awareness. Managerial implications have been discussed based on the findings.
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Article Details
Issue: Vol 10 No 8 (2007)
Page No.: 42-50
Published: Aug 31, 2007
Section: Article
DOI: https://doi.org/10.32508/stdj.v10i8.2812
Copyright Info
Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
How to Cite
Cong, N., & Thuy, P. (2007). DETERMINANTS OF CUSTOMER LOYALTY TOWARDS MOBILE PHONE BRANDS. VNUHCM Journal of Science and Technology Development, 10(8), 42-50. https://doi.org/https://doi.org/10.32508/stdj.v10i8.2812
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