The role of perceived quality and satisfaction in explaining customer brand loyalty: mobile phone service in Jordan

Brand has a vital role in the process of customers’ choice of products. It considered a main mean utilised to link the producer with the customer. The purpose of this research is to investigate the effects of service quality and satisfaction in building brand loyalty. The data are collected randomly from 212 of mobile phone users within Amman, the capital city of Jordan. The data were analysed using correlation and multiple regression analyses. This research finds that service quality and satisfaction have significantly positive effects on brand loyalty. This study provides useful managerial implication for managers. First, managers should investigate what leads their customers to be loyal and then determine the component of their loyalty. Second, managers also should keep in touch with the customers, segmenting customers by their purchase habits, and hiring service-oriented employees.