THE INVESTIGATION ON INFLUENCING FACTORS OF BRAND LOYALTY TOWARDS SMARTPHONE INDUSTRY IN CHENGDU, CHINA

Abstract

With the growth and competition of the smartphone industry, developing a better understanding of what drives customers’ loyalty has became an important issue for different smartphone brands. This research mainly discusses the determinant factors on brand loyalty towards smartphone in Chengdu, China. Therefore, the purposes of this research is to discuss the relationship between brand image,service quality, customer satisfaction, product quality and brand loyalty of smartphone industry. This research took people who are living Chengdu, China as sampling, and adopted electronic questionnaires to collect data, 216 questionnaires are recycled. Furthermore,  this research conducted analysis of descriptive statistics, factor analysis, reliability analysis, regression analysis through SPSS to gain the result and verify hypotheses in this research. Finally,the advice were putted forward for maintaining customer brand loyalty in the competitive environment.