期刊名称：Journal of Public Administration and Governance
电子版ISSN：2161-7104
出版年度：2017
卷号：7
期号：1
页码：102-115
DOI：10.5296/jpag.v7i1.11042
出版社：Macrothink Institute
摘要：Brands are the key to sales increase in consumer markets. They make a relationship between the consumers and the company. Brand loyalty is a consumer’s preference to purchase a particular product or service at first or repeatedly in a competitive market. The general purpose of this study is to investigate the factors leading to brand loyalty in service sector. Specifically, we are concerned to observe the factors affecting brand loyalty in mobile phone purchasing in Bahawalpur, Pakistan. The sample size of 150 is taken through convenient sampling method. The survey method is used to collect the data from the respondents through self-administered questionnaire. The regression analysis approved the significant positive relationship of the proposed factors with brand loyalty.
其他摘要：Brands are the key to sales increase in consumer markets. They make a relationship between the consumers and the company. Brand loyalty is a consumer’s preference to purchase a particular product or service at first or repeatedly in a competitive market. The general purpose of this study is to investigate the factors leading to brand loyalty in service sector. Specifically, we are concerned to observe the factors affecting brand loyalty in mobile phone purchasing in Bahawalpur, Pakistan. The sample size of 150 is taken through convenient sampling method. The survey method is used to collect the data from the respondents through self-administered questionnaire. The regression analysis approved the significant positive relationship of the proposed factors with brand loyalty.
