Impact of Quality, Advertisement and Company Image on Brand Loyalty in CMPAK (ZONG)

Abstract

The purpose of this study is to know the customer loyalty in telecom sector and the factors affecting it. Telecom services provider like zong has become important part of our society and has become profitable business. Our study focused on determining impact of factors like service quality, Company image, Advertisement and brand loyalty of telecom sector. A survey was conducted through self-constructed questionnaire to measure brand loyalty. Responses to each item are rated using of five point likert scale with anchors labeled: 1=strongly disagree, 2=Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree. Participants of the research included 100 people from all walks of life. Statistical information in several areas collected. Mean differences of demographics were calculated. Pearson correlation and regression were used to check relationship and variances. The result show that company image services quality, Advertisement has positive impact on brand loyalty in quick services telecom sector whereas advertising has significant negative impact on brand loyalty.

Keyword: Service Quality, Advertisement, Company Image.