What factors affect customer loyalty for iPhone in Bangkok, Thailand?

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Acknowledgment

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Abstract

Customers' loyalty is an emerging topic in the discussion of marketing. In the current business environment, it has become very important for companies to consider factors that influence the loyalty of customers. Two most important factors that have an impact on customers' loyalty include product quality and brand image. The loyalty of customers is influenced by the quality offered by a product as well as the image of the brand. When a product offers superior quality, a large number of customers are likely to remain satisfied with the product. On the other side, when a product offers inferior quality, the loyalty of customers is suffered. Similarly, when a product has a superior brand image, many customers are likely to stay loyal. Customer loyalty is a critical factor in the market of Smartphone. It is because a number of mobile phone companies are offering smart phones for customers. As a result, customers have a variety of options to choose from..The study has extended 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 factors that make up the loyalty of customers with iPhone in Bangkok is product quality and brand image.

Table of Contents

ACKNOWLEDGMENTII

ACKNOWLEDGMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

Background of the Study1

Aim of the Research2

Objectives for the Research2

Purpose of the Study3

Contribution of the Research3

Research Questions4

Structure of the Research4

Chapter 1: Introduction4

Chapter 2: Literature Review4

Chapter 03: Methodology4

Chapter 04: Findings5

Chapter 05: Conclusion6

Limitations of the Research6

Research Ethics6

Chapter Summary7

CHAPTER 02: LITERATURE REVIEW8

Brand Image and Customer Loyalty8

The Concept of Customer Experience9

Theoretical Perspective - Theories that are related to the Loyalty of Customers9

Background of Thailand Mobile Industry12

IPhone Target Market in Thailand13

IPhone Market Size13

Strengths and Weaknesses of iPhone14

Competitors of iPhone15

Smartphone Brand Awareness15

Customer Loyalty in the Mobile Phone Industry16

Brand Image Product Quality and Customer Loyalty in the Telecommunication Market17

Loyalty of Customers in the Smart phone Market19

Chapter Summary27

CHAPTER ...