Factors affecting Jordanian consumer loyalty toward cellular phone brand

Abstract

The aim of the study was to investigate factors that affect Jordanian consumers’ loyalty to cellular phone brand. Population of the study included all students of northern region universities. A random sample was selected from this population. The constructs in this study were developed by using measurement scales adopted from prior studies. The instrument was evaluated for reliability and validity. Statistical package (SPSS) was used to test hypothesis. The results of statistical analysis indicated that price plays a significant role in consumers ‘loyalty for cellular phone brand’. There was also a significant effect of perceived value, satisfaction and perceived quality on consumers ‘loyalty to cellular phone brand’ among Jordanian consumers represented by students of northern region universities.