Antecedents of Brand Loyalty for Mobile Telecommunications Services

Mariyudi, Mariyudi and Salniza, Bt Md. Salleh and Zolkafli, Husin (2015) Antecedents of Brand Loyalty for Mobile Telecommunications Services. In: The 5th Annuual International Conference Syiah Kuala University (AIC Unsyiah) 2015 In conjunction with The 8th International Conference of Chemical Engineering on Science and Applications (ChESA) 2015, September 9-11, 2015, Indonesia.

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Abstract

This paper aims to report on a study into the antecedents of consumer brand loyalty, in the context of telecommunications service brands in Indonesia. A questionnaire-based survey was used to gather attitudes towards brand loyalty and its antecedents in the context of mobile telecommunications service providers in Indonesia. The questionnaire was distributed, in Indonesia, to university students, lecturers, and staffs in Indonesia, a group selected as being active users of mobile phone services; 312 completed questionnaires were received. Data were entered into SPSS. Structural equation modelling (SEM) with AMOS 18,0 program was applied to identify the antecedents of brand loyalty. Factor analysis identified 4 antecedents of brand loyalty; these can be theoretically clustered into three groups: brand awareness antecedents (controlled communication (advertising), and uncontrolled communication (publicity, word of mouth); brand image antecedents (price and service quality); brand delivery antecedents(servicescape and employee services); and brand trust. Result showed the contribution of each of these antecedents to brand loyalty. This paper contributes to theorise by proposing and testing one of the first holistic models to integrate consideration of many of the antecedents of brand loyalty

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