User Perception toward Brand Loyalty of Mobile Phones: The Bangladesh Context

Abstract

The purpose of this research is to investigate how the respondents are
influenced by factors of brand loyalty towards mobile phones. Previous studies
adopted seven factors of brand loyalty for sportswear market in Hong Kong and
Malaysia which took seven factors of brand loyalty including brand name,
product quality, price, style, store environment, promotion and service quality.
The study attempts to examine the effect of all these factors on brand loyalty for
mobile phone users in Bangladesh. The results suggest that brand name,
product quality and service quality are crucial in building brand loyalty of
customers in the mobile set market of the country. At the end of the paper a few
recommendations along with some agenda for future research studies are
proposed.