CUSTOMER LOYALTY OF MOBILE COMMUNICATION SERVICE AT MOBIFONE

Abstract

Mobile communication market, especially, in terms of service has reached its maturity. Developing speed is dropping after years of booming period. Carriers are shifting from seeking for new customer to maintain the current one by building the customer loyalty. Following others research, that conducted in others country facing the same problem, the researcher defined to test the Service Quality, Brand Image and Switching barriers to find out how those factors influence the Customer Loyalty, especially at MobiFone, one of the biggest 3 carriers in Vietnam. 124 respondents from Vietnam take part in this research. Questionnaire is the research instrument and distributed digitally by Google Docs. F-test is conducted to show the simultaneous influence of significant variables. T-test is to show the partial influence of significant variables. Multiple regression is used to analyze and build the influence of those factors in terms of a linear regression. This research has find out service quality and switching barriers is significant. And, it has a positive influence to the customer loyalty. By increasing service quality and switching barrier, customer tends to increase their loyalty and stay with MobiFone. Brand image is not significant. Since the characteristic of the market of developing countries, customer tends to consider the cost rather than the brand image of services. This research also gave some suggestion for MobiFone and future researches. MobiFone should increase the service quality and widen the switching barriers to maintain the customer loyalty. For further researches, sample size should be increase to get more accurate result and others factor such as people, payment or packaging may be tested to seek for more understanding of customer loyalty.