Economics and management of enterprises

Factors influencing customer loyalty towards mobile phones brands – evidence from the Czech market

Economic Annals-XXI

Economic Annals-ХХI: Volume 176, Issue 3-4, Pages: 109-117

Citation information:
Slaba, M. (2019). Factors influencing customer loyalty towards mobile phones brands – evidence from the Czech market. Economic Annals-XXI, 176(3-4), 109-117. doi: https://doi.org/10.21003/ea.V176-11

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Marie Slaba
PhD (Management),
College of Polytechnics Jihlava
16 Tolstého Str., Jihlava, 586 01, Czech Republic
marie.slaba@vspj.cz
ORCID ID: https://orcid.org/0000-0001-9607-1521

Factors influencing customer loyalty towards mobile phones brands – evidence from the Czech market

Abstract. The concept of customer loyalty has started to become very important in all spheres and attracted lots of attention in the last decades. Building customer loyalty has become a vital element to achieve competitive advantage and long-term profitability. This article aims to examine the proposed factors influencing customer loyalty toward mobile phone brands and analyse the relationship among different factors for customer loyalty at the mobile phone market in the Czech Republic. The quantitative research was done with a sample of 350 customers in 2018, specifically mobile phone users to determine critical factors influencing customer loyalty in the mobile phone market and the relationship between the proposed factors and customer loyalty. The author’s research revealed a positive correlation between trust, satisfaction, experience, promotion and perceived quality and loyalty at the confidence level of at least 95%.

Keywords: Consumer Loyalty; Mobile Phone Market; Trust; Customer Experience; Promotion; Customer Satisfaction; Perceived Quality

JEL Classification: M30; M31; M39

Acknowledgements and Funding: The author received university funding for this publication.

Contribution: The author contributed personally to this work.

DOI: https://doi.org/10.21003/ea.V176-11

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Received 23.04.2019
Received in revised form 30.04.2019
Accepted 12.05.2019
Available online 20.08.2019

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