What are factors that make customer loyalty on iPhone in Bangkok, Thailand?

Table of Contents

CHAPTER 01: INTRODUCTION3

The Concept of Customer Experience3

Purpose of the Study4

Contribution of the Research4

Research Questions5

Structure of the Research5

Chapter 1: Introduction5

Chapter 2: Literature Review5

Chapter 03: Methodology6

Chapter 04: Findings6

Chapter 05: Conclusion6

Limitations of the Research6

CHAPTER 02: LITERATURE REVIEW8

Theoretical Perspective8

Brand Loyalty12

Smartphone Brand Awareness12

Customer Loyalty in the Telecommunication Industry13

Loyalty of Customers in the Smart phone Market17

The Drivers of Customer Retention20

CHAPTER 03: METHODOLOGY22

Methods to Collect Data22

Collection of Primary Data23

Sample Size23

Collection of Secondary Data23

Questionnaire Design24

Questionnaire Items24

References27

CHAPTER 01: INTRODUCTION

Customers' loyalty is an emerging topic in the discussion of marketing. In a service-dominated economy, the loyalty of customers is a vital issue. In order to differentiate their brand from others, it is important for companies to offer a differentiated customer experience that increases the loyalty of customers. The differentiated or compelling customer service is the force that creates customer loyalty.

The objective of this research is to investigate the loyalty of customers with iPhone in Bangkok, Thailand.

The Concept of Customer Experience

The concept of customer experience is not new. In fact, the concept has been explored and discussed in several disciplines (Holbrook and Hirschman, 1982; Arnould & Price, 1993). However, in the last decade, the interest of businesses, manufacturers, and marketers in customer experience has been magnified. The focus of advertising campaigns on the creation of a compelling customer experience has increased.

In the current era, customer experience is considered to an important driver of brand equity (Rondeau, 2005, pp. 65; Kimpakorn and Tocquer, 2010, pp. 378). There are different perspective regarding toe definition and measurement of customer experience (Schank, 1990; Forlizzi and Ford, 2000, pp. 421; Shaw, 2005; Pine and Gilmore, 1998, pp. 98). These definition ns have largely focused on the process of service delivery. In these definitions, the focus is on the experience of customers during their interactions at touch points. The experience of customers is considered to be a consequence of interactions that take place between service companies and customers.

Purpose of the Study

The purpose of this research is to describe and analyze the loyalty of customers with iPhone in Bangkok, Thailand. The prime objective of this research is to evaluate the loyalty of customers with the iPhone, and to determine factors that influence their loyalty. The study will also determine how different factors influence the choice of Smart phones in Bangkok. The study would be helpful in understanding how brand preferences in smart phones shape the perceptions and decisions of customers. The findings and conclusion of this research would allow customers to understand loyalty factors in the smart phone market.

Contribution of the Research

The study will extend the current literature available on the topic of customer loyalty. The study will be helpful in investigating the loyalty of customers with iPhone in the Thailand market. The research has several managerial implications. The marketers of iPhone can use the findings of this research to leverage the loyalty of their customers. In addition, the findings of this study will also allow marketers to deliver ...