Siti Mardalinah Ardian Neezm (2010) The determinant of brand loyalty and the mediating effect of customers' satisfaction: In mobile phone context. Masters thesis, Universiti Malaysia Sabah.
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Abstract
This dissertation reports the results of the study focused on describing and understanding the determinant of brand loyalty and the mediating effect of customers' satisfaction in purchasing mobile phones. The researcher seeks to contribute to the development of a conceptual framework that integrates perceived value, trust, perceived product quality, personal interaction, customer satisfaction and brand loyalty. The study was carried out among private sector and government sector employees in Kata Kinabalu area. For the purpose of this research, the researcher used questionnaire as the main research instrument. Quantitative data obtained were being treated using Statistical Package for Social Research (SPSS) version 16.0 for analysis and summarization purposes. A comprehensive literature review was conducted to form the conceptual framework which guided the study. The results of this study found there is a significant relationship between trust and perceived product quality on brand loyalty. However, perceived value and personal interaction was found to be insignificant related to brand loyalty. Customer satisfaction partially mediates the relationship between trust and brand loyalty, and fully mediates the relationship between perceived product quality and brand loyalty. It is hoped that this research provides implications for differentiated marketing strategies in pursuit to strengthen customers' satisfaction and consequent loyalty towards a brand.
| Item Type: | Thesis (Masters) |
|---|---|
| Keyword: | Brand loyalty, Customer satisfaction, Perceived value, Trust |
| Subjects: | H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products |
| Department: | SCHOOL > School of Business and Economics |
| Depositing User: | DG MASNIAH AHMAD - |
| Date Deposited: | 15 Jul 2025 15:40 |
| Last Modified: | 15 Jul 2025 15:41 |
| URI: | https://eprints.ums.edu.my/id/eprint/44475 |
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