Determinants and consequence of brand loyalty: a study of cell phone users in Pakistan

Abstract

In the modern world, every marketing manager must cover the market through their products and sell them quickly. This study is conducted in Pakistan. This research highlights the variables that are important for selling the product as well as cell phones. The mobile phone industry is one of the fastest-growing industries in the world. A majority of the young population uses cell phones. Inducting new technology and design attracts the users and makes them loyal to create profit. For cell phone operators, loyalty is of greater interest; it is also the profitability and survival of a business. The study objective is to explore the LO, CO, TR, SA, IN, BI, WOM, and PI in the cell phone industry. The sample size is 500, and convenience and proposed statistical techniques are used from reliable base papers. The instrument is adopted and statistically analysed the collected primary data from smart PLS, and demographic data analysed through SPSS software. In short, the result shows the significance of all variable relations: LO, CO, TR, SA, IN, BI, WOM, and PI. This research is helpful for the marketing managers in the cell phone industry, especially marketing managers in the Pakistan cell phone industry.