Examining Brand Loyalty through Brand Image and Customer Satisfaction: Pakistan’s Mobile Telecommunication Sector.

Abstract

Telecommunication industries in Pakistan invest significant resources in implementing tactics to lure customers in loyalty. For this purpose, the quantitative research methodology was chosen and a correlational research design was implemented. The online survey was conducted and the data was collected based on a convenient sampling strategy from 300 participants. Results from the Pearson product-moment correlation revealed that there was a positive and significant relationship between customer satisfaction, brand image and brand loyalty. Gender differences further declared that males showed higher customer satisfaction, brand image and brand loyalty towards networking brands than females. However, there is still some ambiguity about the interplay between these variables and the degree