Tác giả: Nguyen Dinh Thien - Nguyen Minh Quan Ha

Số trang: 253-259

DOI url:

Tóm tắt:

This study investigates the key determinants of brand loyalty toward Samsung mobile phones among consumers in Ho Chi Minh City. Using a quantitative survey of 260 Samsung users, the research examines the impact of customer satisfaction (SAT), brand trust (TRUST), perceived quality (PQ), and attitude toward promotion (PRO) on brand loyalty (LOY). The findings show that all four factors positively influence brand loyalty, with perceived quality (b = 0.340) and customer satisfaction (b = 0.310) emerging as the most significant predictors, followed by brand trust (b = 0.199) and attitude toward promotion (b = 0.099). These results provide valuable insights for marketers aiming to strengthen consumer loyalty in a competitive mobile phone market.

TÀI LIỆU THAM KHẢO:

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Từ khóa:

brand loyalty, Samsung, customer satisfaction, brand trust, perceived quality, promotion, regression analysis.