The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam

This paper analyses the effect of brand image, perceived quality, perceived uniqueness on loyalty of customers in the mobile telecom industry. The data for this study were gathered through face-to-face questionnaires that were distributed to target participants, who reported their consumption experience with mobile telecom services. The survey was conducted in Hanoi and Ho Chi Minh city with the sampling of 453 respondents. We used the Structured Equation Model to evaluate the suitability of the framework and examine the hypotheses. The results reveal that brand equity impacts directly customer satisfaction and has indirect effect on loyalty via customer satisfaction.