Factors influencing brand loyalty for smartphone in Ho Chi Minh city - Case of Apple iphone
Abstract
This thesis aims at exploring the successful of Apple Inc. in surviving and expanding in smartphone industry in Vietnam by focusing on analyze the influences of the loyalty issue. The thesis mentions the background of the smartphone industry by pictured the business of iPhone, a typical product of Apple Inc., in Vietnam and the comparison of popularity between famous smartphone brand. This research assesses five variables including brand experience, perceived brand quality, customer satisfaction, brand trust and brand image in explaining the changes of brand loyalty. The research draws out the relationship of each variable on each other and on the dependent variable and indicates the level of influence. The primary data of the research is collected by conducting questionnaire survey which target on respondents who above the age of 18 and living and working in Ho Chi Minh city. This research applies the common analytical framework and terminology which is analyzed and acquired from the former research to construct the theorical framework. The data is processed by an integration of common statistic tools includes SPSS and SMARTPLS 3.0. The results of the research emphasize the strongest direct relationship between customer satisfaction and brand loyalty. Besides, from the analysis, the other direct relationships between brand trust and brand image to brand loyalty also accepted. The results also reveal the direct effects of brand experience and perceived brand quality on customer satisfaction and indirect effects on brand loyalty. The research provides an insight knowledge for business in building their competitive strategy as well as contributes to the fund of knowledge about the success in smartphone industry, the case of Apple Inc.