The Factors Affecting Brand Loyalty among Broadband Users in Pakistan

Abstract

This study investigates the factors affecting brand loyalty in broadband industry of Pakistan. This study has considered trust, brand image, EWOM, service quality and customer satisfaction as independent variables. Whereas, brand loyalty is used as dependent variable. However, broadband industry of Pakistan has been the sector chosen to investigate the relationship between variables mentioned above. Quantitative research method was used as primary data was collected through adoptive structured questionnaire based on 5 Likert scale. The responses were recorded from 300 respondents (customers associated with broadband industry of Pakistan) through convenience sampling technique. Responses recorded were analyzed through statistical tests (such as correlation and regression analysis) by using SPSS Software. The results indicate that factors (trust, brand image, EWOM, service quality and customer satisfaction) positively effects brand loyalty in broadband industry of Pakistan. Conclusively, this study proves that change in factors (trust, brand image, EWOM, service quality and customer satisfaction) brings a definite change within brand loyalty in broadband industry of Pakistan.