Studying the Determinants of Brand Loyalty in Telecom Sector of Pakistan: Empirical Study on Twin Cities of Pakistan

Abstract

This study investigates the determinants of brand loyalty in telecom sector of Pakistan. This study has considered trust, brand image, EWOM, service quality, and customer satisfaction as independent variables. Meanwhile, brand loyalty is used as the dependent variable. However, telecom sector of Pakistan is the sector chosen to investigate the relationship between variables mentioned above. Quantitative research method is used, as primary data is collected through adoptive structured questionnaire based on 5-Likert scale. The responses are recorded from 250 respondents (consumers associated with telecom sector of Pakistan) through convenience sampling technique. Responses recorded are analyzed through statistical tests (such as correlation and regression) by using SPSS Software. The results indicate that trust, brand image, EWOM, service quality, and customer satisfaction impact brand loyalty in telecom sector of Pakistan. Based on the findings of this study, trust, brand image, EWOM, service quality, and customer satisfaction have positive impact on brand loyalty in telecom sector of Pakistan. Conclusively, findings have proved that increase in trust, brand image, EWOM, service quality, and customer satisfaction brings a definite increase within brand loyalty in telecom sector of Pakistan.