A Brand Loyalty Model for Mobile Phone Context

By Nguyen Hoang Linh and Cheng Hsu.

Published by Ubiquitous Learning: An International Journal

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Article: Print $US10.00
Article: Electronic $US5.00

This study proposes a conceptual framework in which marketing elements are related to the dimensions of mobile phone brand loyalty, that is, customer satisfaction, brand awareness, and trust combined with brand attitude. The author surveyed 189 customers who use mobile phones in Vietnam. These hypotheses were tested empirically to demonstrate the applicability of the theoretical model. The results indicate that customer satisfaction exerts a stronger influence than trust on brand loyalty. Customer satisfaction and brand awareness were also indirectly related to trust. Finally, the study gives the managerial and theoretical implications drawn from these results.

Keywords: Loyalty, Mobile Phone Brand, Trust, Customer Satisfaction, Brand Awareness

Ubiquitous Learning: An International Journal, Volume 3, Issue 4, pp.57-72. Article: Print (Spiral Bound). Article: Electronic (PDF File; 6.594MB).

Nguyen Hoang Linh

Master Student, Department of Communication, National Chung Cheng University, Chiayi, Minsiung, Taiwan

I’m Vietnamese. I had finished my undergraduate degree in communication at Academy of Journalism and Communication which regarded as the same class of University in Vietnam on June, 2009. At the moment, I’m attending the full-time for Master degree at Graduate Institute of Telecommunications in National Chung Cheng University. My short-term objective is to complete my master degree at this university. Hence, my long term goal for future career is to reinforce my understanding and job performances well and become a good communication worker at my country, Vietnam.

Dr. Cheng Hsu

Assistant Professor, Department of Communication, National Chung Cheng University, Ming-hsiung, Chia-yi, Minsiung, Taiwan

As a assistant professor in National Chung Cheng University in Taiwan, the Republic of China, I have a focus on develop community wide awareness and understanding in “science communication” in the contryside area in Chia-yi county. We often found that the “underground” radio stations disseminate imporor scientific knowledge that sounds correct but in fact a twisted advertisment type of “drug selling” programs. That makes citizen’s health in danger.