Factors influencing the cell phone brand loyalty of Jordanian generation Y

Other Title(s)

العوامل المؤثرة على درجة الولاء لشركات الهاتف المحمول لدى الجيل الشاب الأردني

Dissertant

al-Masandah, Siwar Munawwir

Thesis advisor

al-Tarawinah, Ziyad
al-Tarawinah, Sultan Abd al-Rahman Dhiyab

Comitee Members

al-Tarawinah, Mutazz
al-Rawashidah, Iyad Taha
al-Jabburi, Sallum Ahmad Dawud

University

Mutah University

Faculty

Faculty of Engineering

Department

Department of Industrial Systems Engineering

University Country

Jordan

Degree

Master

Degree Date

2015

English Abstract

This study aims to identify the key factors which influence the cell phone brand loyalty of Jordanian Generation Y.

For this research, quantitative research has been selected and a stratified random sample method was chosen.

A survey methodology was applied to collect data by distributing a questionnaire randomly to users of a mobile phone service provider in Jordan.

Total of (180) suitable questionnaires for analysis were collected out of (200) questionnaire distributed.

A descriptive statistical analysis is used to fulfill the objectives of the study.

Questionnaires were analyzed by using the SPSS software (Sekaran v.

10).

The findings of the study indicate that customer satisfaction, brand image, service quality and brand experience, respectively, are the key factors that influence the brand loyalty of Jordanian Generation Y.

The study reveals that brand switching cost has no effect on brand loyalty and the Jordanian Generation Y shows no loyalty to their cell phone brand.

The study presented many recommendations; one of them is Cell phone services suppliers should give priority on providing the quality of service to retain their customers in the competitive world of mobile communications.

Main Subjects

Marketing
Telecommunications Engineering

Topics

No. of Pages

110

Table of Contents

Table of contents.

Abstract.

Abstract in Arabic.

Chapter One : Introduction.

Chapter Two : Literature review.

Chapter Three : Research methodology.

Chapter Four : Data analysis, conclusions and recommendations.

References.

American Psychological Association (APA)

al-Masandah, Siwar Munawwir. (2015). Factors influencing the cell phone brand loyalty of Jordanian generation Y. (Master's theses Theses and Dissertations Master). Mutah University, Jordan
https://search.emarefa.net/detail/BIM-655134

Modern Language Association (MLA)

al-Masandah, Siwar Munawwir. Factors influencing the cell phone brand loyalty of Jordanian generation Y. (Master's theses Theses and Dissertations Master). Mutah University. (2015).
https://search.emarefa.net/detail/BIM-655134

American Medical Association (AMA)

al-Masandah, Siwar Munawwir. (2015). Factors influencing the cell phone brand loyalty of Jordanian generation Y. (Master's theses Theses and Dissertations Master). Mutah University, Jordan
https://search.emarefa.net/detail/BIM-655134

Language

English

Data Type

Arab Theses

Record ID

BIM-655134