Factors affecting brand loyalty of cellular network provider brands in South Africa

Abstract

Brand loyalty is the relationship customers have with the service provider from the usage of a cellular network provider’s brand. There are many factors affecting brand loyalty of cellular network provider brands in South Africa. Brand loyalty is an effective tool in that it makes customers become emotionally attached to the brands they purchase. Thus, there is a need to explore the factors which affect brand loyalty of cellular network provider’s brands. Cellular phones have become a basic communication aspect in both developed and developing countries. In South Africa, cellular phones at present are estimated to have about forty million sim cards in distribution and ninety percent individual users. Therefore, this study, seeks to reveal the factors that influence cellular network provider brand loyalty.

The aim of this study was to determine factors affecting brand loyalty of cellular network provider brands in South Africa. A quantitative, non-probability research approach was employed and convenience sampling was used to identify and select study participants consisting of three hundred and ninety-four (394) participants. From a literature study, it was determined that brand elements, identity, image, awareness, the information advertised on online media, reputation, customer needs, satisfaction and customer expectations influenced brand loyalty of cellular network provider’s brands. Based on the findings, it was revealed there is a significant relationship between these factors affecting brand loyalty. Various recommendations are suggested and implications outlined to cellular network providers. The main elements which need attention is customer expectations and customer needs. The findings indicated that cellular network providers need to increase their network providers brand recall and develop marketing strategies to ensure customers can recognize cellular network brands amongst other network providers in the cellular network provider brand industry.