Customer satisfaction and brand loyalty of mobile phones in Kathmandu valley
Date
2024
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Publisher
Shanker Dev Campus
Abstract
This dissertation aims to study the “Customer satisfaction and brand loyalty of mobile phones in Kathmandu Valley” in order to jot down the factual and thorough understanding of the respondent’s status as a mobile phone user. The research aims the user inside Kathmandu valley among the groups of respondents, profiled as gender, age group, family monthly income, academic qualification and employment status. Furthermore, the brand loyalty was also found to be affected by characteristics of mobile phones, that includes price range and mobile brands (manufacturers), customer satisfaction, customer satisfaction that includes satisfaction include device’s dimension, quality, brand switching cost, price fairness and many more.
The survey was conducted among 400 respondents. Among 400 respondents, the majority of the respondents were male and aged between 21 to 27, found out that brand image, perceived brand quality and brand switching cost are major factor affecting customer satisfaction and brand loyalty, however, the brand image, perceived brand quality, brand experience has positive relation with customer satisfaction and brand loyalty