An experiment on brand loyalty among phone mobile users in palestine : The case of jawwal company

الملخص EN

This research attempted to examine brand loyalty among phone mobile users in Palestine–the case of Jawwal Company.

Thus, the research concerned itself with knowing the origin, definition, and measurement of brand loyalty, and developing an appropriate model for measuring brand loyalty.

In the light of this, the research offered solutions and recommendations to help Jawwal Company and other future competitive company (companies) in Palestine to overcome their obstacles and problems, to offer advanced telecommunication services, to create more competition and to reduce service cost. An empirical study was conducted to collect the primary data through using clients' questionnaires (1000 questionnaire).

In addition, the researcher has developed a model for measuring brand loyalty.

The findings of the study, based on respondents' point of view, show that there is no loyalty towards Jawwal Company for many reasons that will be discussed later in this research. The research came to recommendations for academic people and researchers, Jawwal Company, other future competitive company (companies), and for users.