STUDYING THE EFFECT OF BRAND LOYALTY OF CUSTOMERS IN CELLULAR NETWORKS IN PAKISTAN

Abstract

Purpose of the study: The puipose of this study is to find out that how service quality, customer satisfaction and network coverage effects the brand loyalty, and how customer values brand and are loyal to their cellular network. Research method/sampling- Deductive approach was followed .Quantitative data is collected through questionnaires on a five point likert scale. Convenience sampling technique is used. A total of 200 questionnaires were distributed and data of 200 questionnaires was used in the analysis. The data was analyzed using SPSS. Pearson correlation is used. Findings of the research: The findings of this research advocate that the selected three factors have a significant relationship with brand loyalty. As the following analysis confirms that independent variables are significant and has impact on brand loyalty. Practical implications of the research: This research can guide that brand loyalty is now booming and has moderately great importance these days in service industry, majorly those companies those who can provide services with some point of differentiation and bring uniqueness in services and with great strategic implications compete in dynamic environment.