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You searched Library Catalogue - Title: Mystery girl
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Call Number (WOU)
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SP CEMBA 2017 30
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Author
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Lee, Jang Heng
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Title
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Does after sales service affect brand loyalty in the smart mobile phone industry? a survey among Wawasan Open University students. / Lee Jang Heng
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Abstract
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This paper explores on how after-sales service affect brand loyalty in the smart mobile phone industry. The population of this study are students from Wawasan Open University. The data were collected using a questionnaire survey from 150 respondents with different demographic profile. The brand equity model was used to test the relationship between after-sales service and selection of mobile phone brand, mainly brand loyalty. The collected data has been analysed by using Statistical Package for Social Science software (SPSS). The statistical analysis methods used for this study are descriptive analysis, reliability analysis, and correlation analysis. The findings from this research has indicated that after-sales service has a positive relationship with brand loyalty, brand loyalty has positive significance with the selection of mobile brand and after-sales service has no significance with selection of mobile phone brand. Besides that, suggestions and recommendations for further studies were also presented in this study. The study is important in helping organizations’ to review and strategize their current and future target markets, which would help to boost its brand loyalty and other related brand equity elements.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2017
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Subject
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Smartphones.
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