Determinant factors influencing smartphone customer’s brand loyalty in Ho Chi Minh city

Abstract

Plenty of research on brand loyalty has been conducted through various products around the world and in Vietnam as well. However, there has not yet been a research model established for smartphone consumer brand loyalty in the Ho Chi Minh city market. Therefore, this paper aims to examine factors that impact customer brand loyalty in the smartphone market in Ho Chi Minh city. The model consists of social influence, self-expressive value, perceived quality, perceived price, and their impact on brand loyalty. A sample of 325 smartphone consumers was analysed to evaluate Cronbach’s alpha reliability coefficient, and exploring factor analysis, and conduct multiple linear regression (MLR) using SPSS software 22.0. The findings indicated that four independent variables impacted the one dependent variable - brand loyalty. The research results also showed that perceived quality and perceived price were the two main factors influencing brand loyalty for smartphone consumers. From this research, managers can conduct marketing programs that encompass oriented self-expressive values related to quality, and price, while creating activities that enhance social influence to enrich consumer brand loyalty.