Title:
RELATIONSHIPS OF BRAND IMAGE, CUSTOMER SATISFACTION AND BRAND LOYALTY: IN CASE OF TELECOMMUNICATION SECTOR

Authors:
Undrakhbuyan Altangerel and Tsend-Ayush Munkhnasan , Taiwan

Abstract:
In the 21st century, Customer life environment became better compared to ten years ago. Consequently, They are more likely to purchase brand products or services than common products or service such as smart phone, car, clothes, software to differentiate from others. Therefore, Companies actively develop their brand for extending the market size and creating sustainable business. Because well brand image leads to increase customer satisfaction and brand loyalty. Research study focused to investigate relationship among Brand Image, Customer Satisfaction and Brand Loyalty in telecommunication industry. About 70 percent of population in Mongolia actively use cellphone network and in the market, four companies such as Unitel, Mobicom, Gmobile and Skytel successfully provides the service to local country. Primary data will be collect from one hundred fifty customers who have 20-40 ages and SPSS software will be used in the analyzing process. From the result, the study will produce suggestion and conclusion which can help the companies to produce brand strategy and confirm relationship of independent and dependent variables according to literature review