Title:
FACTORS INFLUENCING CUSTOMER LOYALTY TOWARDS SMARTPHONE BRANDS: A STUDY ON CUSTOMERS IN ABU DHABI, UAE

Authors:
Anas Abdul Wahab, Ananthalakshmi Mahadevan and Minali Wadu Maestri, UAE

Abstract:
The smartphone industry has gone into a furious rivalry where smartphone makers are expected to continually deliver development in technology and marketing techniques to win buyers' trust and gain loyalty towards brand. Notwithstanding, it is challenging to acquire brand loyalty these days as there are a lot of options in the marketplace. Hence this study aims to identify and analyse the factors influencing customer loyalty towards smartphones. The study also aims to understand the difference in the trust and willingness to recommend a brand between iPhone, Samsung, and other brand of smartphone users. Data was collected using non-probability, convenient sampling using google forms to undertake a survey. By the end of the stipulated period, the researcher could finalize 60 respondents and the data is considered for analysis. The ranking done based on the mean scores shows that Quality of the product ranks 1 followed by durability and price. ANOVA was carried out to find out the difference between groups. The result shows that there is no significant difference between iphone and Samsung users in the trust and willingness to recommend a brand whereas there is a significant difference between other smartphone users and iPhone and Samsung users. The research results indicate that Quality is the most considered factor in buying a mobile phone and among the smartphone users iPhone and Samsung users were equally trusting their product more than other smartphone users.