FACTORS AFFECTING CUSTOMER LOYALTY FOR IPHONE BRAND IN HANOI CITY

Abstract

Iphone is Apple's flagship cell phone brand. Since its distribution in Vietnam
market, its the most desired cell phone, despite its high price. This study focuses
on reviewing and assessing the factors which affect customer loyalty for iphone
in Hanoi city. The study is based on the survey of 182 customers who have been
using iphone. Results show that seven factors influence customer loyalty in Ha
Noi. These factors include: Quality of feeling; Brand awareness; Brand desire;
Attitude towards marketing; Perceived price; Repeated buying behavior and
trust in the brand. Among all these factors, brand desire influences the most.