IMPACT OF PUBLIC RELATION AND BRAND IMAGE ON CUSTOMER’S LOYALTY IN MOBILE PHONE INDUSTRY OF PAKISTAN

Abstract

Marketing is a vast field itself and branding or customers’ satisfaction or loyalty is another segment of marketing itself that is a detailed and in depth topic itself. Customers Loyalty, these days have gained a major part in promoting a product and then in its ability to be sold. Initially, customers’ loyalty was limited to the extent such as, the quality of the product and its useful life may be but now
it has made way for all the users to be quite selective while making a purchase decision. As there are a lot of options available to each and every individual and they make decision on different basis. In the existing research, the study uses two concepts such as, Brand Image and Public Relations to examine their impact on the Customers’ Loyalty and that too of Mobile Phone Industry of Pakistan.
Therefore, the main objective of this study is to examine the Impact of Public Relations and Brand Image on Customers’ Loyalty in Mobile Phone Industry of Pakistan. As a lot of literature exists in the global context and other countries of similar nature such as, India, China, Singapore etc. but Pakistan lacks the in depth study, hence, this would be a useful addition to the literature and examine
some of the important factors. For this study, 200 respondents are surveyed regarding the Public Relations, Brand Image and Customers’ Loyalty with any other associated factors with the topic. When the surveys were completed and returned, the data was entered into SPSS for analysis. Several tests were run on the data, and significant findings are presented in this study. The results and data are discussed in depth within this report in the analysis chapter