The impact of customer satisfaction on brand loyalty for mobile telecommunications services in Ho Chi Minh city

Abstract

This study was aimed at investigating five factors of customer satisfaction and assessed the impact degree of each factor on brand loyalty for mobile telecommunications services in Ho Chi Minh City. Data was collected from 205 customers who have been using mobile telecommunications services in Ho Chi Minh City. The author uses quantitative analysis method with SPSS 20.0 software to analyze Cronbach’s Alpha reliability, Exploratory Factor Analysis EFA and multiple linear regression analysis. The results indicated that satisfaction with services is the strongest factor affecting brand loyalty, followed by satisfaction with employees, satisfaction with distribution channels, satisfaction with enterprise, satisfaction with brand image and environment. The results are consistent with the findings and evidence because services quality plays an extensive role for this industry’s existence. Research findings are about to build scientific basis for Ho Chi Minh City’s mobile telecom enterprises in developing customer loyalty that is a matter of urgency all aspects of theory and practice.