THE ROLE OF BRAND IMAGE, PERCEIVED VALUE, AND CUSTOMER’S PERCEPTION OF PUBLIC RELATION IN ENHANCING CUSTOMER LOYALTY- A STUDY UPON PAKISTAN'S WIRELESS TELECOM SECTOR

Abstract

Purpose: The fundamental aim of this study is to investigate the influence of brand image, public relations perception, and perceived value upon the customer loyalty in the background of Pakistani wireless telecom sector. The secondary intention of this study is to increase awareness and comprehension of brand image, perceived value, PR perception, as well as customer loyalty. Methodology & Design: This particular study explains the deductive approach by using the hypotheses, which were deduced from the theory propositions. The researcher has adopted cross sectional design for this study. The city of Karachi was chosen for data collection. All the data was accumulated through circulating the supervised survey questionnaire by adopting casual method of sampling to wireless telecom customers in several parts of Karachi, Pakistan. 420 questionnaires were dispensed; the survey produced 390 responses in total. Out of those j90 responses, 40 were regarded as impracticable due to the comparatively increased amount of absent values, while 350 were faultless and employed for the assessment. The data evaluation is attained by ensuing the inferential statistics method. The software package employed was SPSS. Findings: The outcomes of the study reveal that customer loyalty has a significant part to play in the Pakistani telecom sector. Boosting loyalty among old consumers costs barely in comparison to making new customers. Moreover, favorable brand image donates to increase customer loyalty, and loyalty by the customers has huge roles in forming brand image of the firm. Hence, brand image is necessary for telecom firms to attain lifetime loyalty, which heads to gear up firm’s efficiency. Moreover, the association between loyalty and perceived value has proven its significance in this study. Customer loyalty is affected by public relations perception, nevertheless, the impact differs widely, and the brand image’s halo effect seems to carry over to the assessment. Limitations: This research also possesses few limitations. First, a limited sample size was taken because of the money and time constraints. A bigger size of the sample might be taken for the sake of enhancing the accuracy and authenticity of the findings. Moreover, the research is carried out without any mediating or moderating variable that can change the association. Recommendations: It is incredibly essential for the brand managers and executives to comprehend the compulsions of the customers and generate loyalty and satisfaction as much as they can by striving on the brand image, perceived value, and public relations perception in the wireless telecom sector of Pakistan. As an outcome of these, cellular clients will hold over to the firms’ basis as a vital aspect of the company. When the telecom firms possess more loyal customers they have the chance to put their cost of marketing at a controllable size and spend more on enhancing the products and services quality. This is majorly because loyal customers are more inclined to spread their business by means of word of mouth marketing, for instance; customer feedback is very crucial to customer possession. The telecom companies can even encourage customers to become repeat users by aiming them with the correct loyalty schemes. Few of the loyalty schemes can be in the form of users gaining points for every service they use, which they can finish up by utilizing to restore valuable services from the telecom companies