The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam

Abstract

This paper analyses the effect of brand image, perceived quality, perceived uniqueness on loyalty of customers in the mobile telecom industry. The data for this study were gathered through face-to-face questionnaires that were distributed to target participants, who reported their consumption experience with mobile telecom services. The survey was conducted in Hanoi and Ho Chi Minh city with the sampling of 453 respondents. We used the Structured Equation Model to evaluate the suitability of the framework and examine the hypotheses. The results reveal that brand equity impacts directly customer satisfaction and has indirect effect on loyalty via customer satisfaction.

Consequences of eWOM & Social-Media and Brand Image

“…OK et al (2018) stated that customer satisfaction is the basis of a business in measuring the performance of services provided and continuously identifying its relationship with products or services. In accordance with previous research by (Dam & Dam, 2021) and (Huyen, 2020) stated that brand image has a positive influence on customer satisfaction. Therefore, the following hypothesis is generated:…”

“…In this research, respondents felt that the more satisfied consumers were with the service quality of staff from ticket service provider brands, the more often consumers chose ticket service provider companies as their first choice. The results of this research are in accordance with the results of previous research conducted by Huyen (2020), where the results of this research stated that customer satisfaction has a positive effect on customer loyalty in the telecommunications service industry. The results of this research are also in line with the results of research conducted by Dam and Dam (2021) which stated that customer satisfaction has a positive effect on customer loyalty in the supermarket industry.…”

“…This research refers to previous research conducted by Huyen (2020) entitled "The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam" and Abdelhady et al (2020) entitled "Impact of Affiliate Marketing on Customer Loyalty". This research uses the Hypothesis Test method or hypothesis test on several hypotheses that are proposed.…”

“…With a good brand image, consumer satisfaction will also increase (Huyen, 2020). According to Mehta & Tariq (2020), that the most important factor for a company to succeed is customer satisfaction.…”

“…According to Mehta & Tariq (2020), that the most important factor for a company to succeed is customer satisfaction. Customer satisfaction has a role as a mediator between brand image and customer loyalty where when consumers are satisfied with the brand image, customer loyalty will increase (Huyen, 2020).…”