The Impact of Service Quality on Brand Loyalty: A Descriptive Study of Smartphone Users in Higher Educational Institutions of District Vehari, Punjab, Pakistan
Research Journal of Finance and Accounting
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Title |
The Impact of Service Quality on Brand Loyalty: A Descriptive Study of Smartphone Users in Higher Educational Institutions of District Vehari, Punjab, Pakistan
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Creator |
Waseem, Muhammad
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Description |
This research study is to investigate crucial factors such as service quality and brand loyalty of the Smartphones users in District Vehari, Punjab, Pakistan. Participants of research study are the students of higher education institutes in District Vehari, Punjab, Pakistan. For the explanation of this research study Independent variable is the four dimensions of customer service quality such as Value-added-services, Mobile devices,Price,Customer services and dependent variable brand loyalty.Researcher has used both explanatory and descriptive approach on this survey based research study. Questionnaire as instrument of data collection is formed by a synthesis of existing constructs in relevant literature. Non-probability technique such as convenience sampling is used for sample design and collected data put in SPSS software version 20 for drawn the deductive conclusion. A series of statistical techniques i.e. frequency distribution, reliability, validity, regression and correlation are conducted to test the hypotheses.The findings show that service quality dimensions as a whole on brand loyalty are significant, since the 14.5 percent of the total variance is explained. Four service quality dimensions are proved to have positive effects on brand loyalty. Those are Value-added-services (standard beta, .155, p, 0.27) Price (standard beta .184, p, 0.009), Mob devices (standard beta .188, p, 0.007), and Customer services (standard beta .158, p, 0.023).Value of research study it is of great importance for mobile operators in an emerging market such as that of Pakistan, to understand what the drivers of brand loyalty are. The present study produced useful findings, which can be utilized by Smartphones provider managers, in their effort to develop and implement successful customer loyalty strategies.The future research study could examine other factors such as trust, attractiveness of alternatives, brand experience and brand image. Moreover, the investigation of the mediation role of switching costs on the link between customer service quality and brand loyalty could enhance the research model. Keywords: Services quality, Brand loyalty (BL), Mobile devices (MOBDEV), Value-added-services (VADS), Customer services (CUSER).
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Publisher |
The International Institute for Science, Technology and Education (IISTE)
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Date |
2016-01-30
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Type |
info:eu-repo/semantics/article
Peer-reviewed Article info:eu-repo/semantics/publishedVersion |
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Format |
application/pdf
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Identifier |
http://iiste.org/Journals/index.php/RJFA/article/view/28262
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Source |
Research Journal of Finance and Accounting; Vol 7, No 1 (2016); 47-51
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Language |
eng
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Relation |
http://iiste.org/Journals/index.php/RJFA/article/view/28262/29005
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Rights |
Submission of an article implies that the work described has not been published previously (except in the form of an abstract or as part of a published lecture or academic thesis), that it is not under consideration for publication elsewhere, that its publication is approved by all authors and tacitly or explicitly by the responsible authorities where the work was carried out, and that, if accepted, will not be published elsewhere in the same form, in English or in any other language, without the written consent of the Publisher. The Editors reserve the right to edit or otherwise alter all contributions, but authors will receive proofs for approval before publication. Copyrights for articles published are retained by the authors, with first publication rights granted to the journal. The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author.
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