A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia

A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia

Faced with a severe competitive business environment and the possibility of reaching maturity stage over the coming years, mobile phone brand owners are concerned about retaining and nurturing their profitable existing customers by strengthening customers’ brand loyalty. Surprisingly, studies relati...

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Main Author: Linda, Seduram
Format: Thesis
Language:eng
eng
Published: 2017
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/7353/1/s95037_01.pdf
https://etd.uum.edu.my/7353/2/s95037_02.pdf
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record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Perumal, Selvan
Shaari, Hasnizam
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Linda, Seduram
A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia
description Faced with a severe competitive business environment and the possibility of reaching maturity stage over the coming years, mobile phone brand owners are concerned about retaining and nurturing their profitable existing customers by strengthening customers’ brand loyalty. Surprisingly, studies relating to brand loyalty in the mobile phone setting are relatively scanty and much less studies have focused on comprehensive sets of brand loyalty determinants in the context of mobile phones. Therefore, understanding the formation of mobile phone brand loyalty is of utmost importance and it is the main concern of this study. Drawing upon Oliver’s four- stage loyalty model, this study investigated the relationship of utilitarian value and hedonic value (cognitive loyalty), brand satisfaction and emotional attachment (affective loyalty), brand trust (conative loyalty), and brand loyalty (action loyalty) sequentially. The study, moreover, examined the moderating effect of brand reputation in order to provide a clearer understanding of the mobile phone customers’ brand loyalty formation process. A total of 327 mobile phone users who resided in Klang Valley participated in the study. The results from the structural model supported the hypothesized paths: hedonic value influences brand satisfaction, hedonic value affects emotional attachment, brand satisfaction induces brand trust, emotional attachment influences brand trust, and brand trust influences brand loyalty. However, the hypothesized paths, i.e. utilitarian value influences brand satisfaction and utilitarian value influences emotional attachment, were not supported. The findings further indicated that the links of brand trust to brand loyalty are stronger when the brand has a high reputation, supporting the moderating effect of brand reputation. Finally, the implications are discussed, and the limitations of the study and future directions are briefly outlined.
format Thesis
qualification_name other
qualification_level Doctorate
author Linda, Seduram
author_facet Linda, Seduram
author_sort Linda, Seduram
title A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia
title_short A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia
title_full A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia
title_fullStr A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia
title_full_unstemmed A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia
title_sort study on brand loyalty : empirical evidence from the mobile phone market in malaysia
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2017
url https://etd.uum.edu.my/7353/1/s95037_01.pdf
https://etd.uum.edu.my/7353/2/s95037_02.pdf
_version_ 1747828203096899584
spelling my-uum-etd.73532021-05-10T00:55:33Z A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia 2017 Linda, Seduram Perumal, Selvan Shaari, Hasnizam School of Business Management School of Business Management HF5415.33 Consumer Behavior. Faced with a severe competitive business environment and the possibility of reaching maturity stage over the coming years, mobile phone brand owners are concerned about retaining and nurturing their profitable existing customers by strengthening customers’ brand loyalty. Surprisingly, studies relating to brand loyalty in the mobile phone setting are relatively scanty and much less studies have focused on comprehensive sets of brand loyalty determinants in the context of mobile phones. Therefore, understanding the formation of mobile phone brand loyalty is of utmost importance and it is the main concern of this study. Drawing upon Oliver’s four- stage loyalty model, this study investigated the relationship of utilitarian value and hedonic value (cognitive loyalty), brand satisfaction and emotional attachment (affective loyalty), brand trust (conative loyalty), and brand loyalty (action loyalty) sequentially. The study, moreover, examined the moderating effect of brand reputation in order to provide a clearer understanding of the mobile phone customers’ brand loyalty formation process. A total of 327 mobile phone users who resided in Klang Valley participated in the study. The results from the structural model supported the hypothesized paths: hedonic value influences brand satisfaction, hedonic value affects emotional attachment, brand satisfaction induces brand trust, emotional attachment influences brand trust, and brand trust influences brand loyalty. However, the hypothesized paths, i.e. utilitarian value influences brand satisfaction and utilitarian value influences emotional attachment, were not supported. The findings further indicated that the links of brand trust to brand loyalty are stronger when the brand has a high reputation, supporting the moderating effect of brand reputation. Finally, the implications are discussed, and the limitations of the study and future directions are briefly outlined. 2017 Thesis https://etd.uum.edu.my/7353/ https://etd.uum.edu.my/7353/1/s95037_01.pdf text eng public https://etd.uum.edu.my/7353/2/s95037_02.pdf text eng public other doctoral Universiti Utara Malaysia Abrantes, E. B., & Chaipoopirutana, S. (2014). The inspection of brand loyalty towards the mobile phone service operator in Dili, Timor-Laste. Paper presented at the International Conference on Business, Law and Corporate Social Responsibility, Phuket, Thailand. 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