Brand Loyalty : The Case of Telekom Malaysia (TM)

• Main Author: Lazan, Ahmad Najib
• Format: Thesis
• Language: English; English
• Published: 2012
• Subjects: HF5001-6182 Business
• Online Access: http://etd.uum.edu.my/3070/1/AHMAD_NAJIB_BIN_LAZAN.pdf; http://etd.uum.edu.my/3070/3/AHMAD_NAJIB_BIN_LAZAN.pdf; http://etd.uum.edu.my/3070/
• Institution: Universiti Utara Malaysia

Brand loyalty is the main thing in an organization that leads by customer satisfaction toward products and services offer. This study is conducted to explore the main factors that contribute to brand loyalty in the telecommunication company, TM .There are five main factors used in the case study that is commitment, customer satisfaction, corporate image, trust and promotion on brand loyalty in the telecommunication company. This study used survey methods, where a total of 290 survey forms were distributed to TM customers through convenience sampling but only 165 were obtained and usable. The result shows a significant positive relationship between the variables (commitment, customer satisfaction, corporate image, trust and promotion) toward brand loyalty.