The Influence of Product Quality, Customer Satisfaction, and Brand Trust on Brand Loyalty

In competitive consumer markets, brand loyalty is becoming more and more important, particularly in emerging economies where consumer preferences and rapid technological advancements influence consumer behavior. Bangladesh's mobile phone market has grown significantly over the last ten years, resulting in fierce competition between local and foreign brands. Understanding the elements influencing consumer brand loyalty in the mobile phone market is crucial in this ever-changing environment. This study's main goal is to investigate how brand loyalty (BL) among Bangladeshi mobile phone users is impacted by perceived product quality (PPQ), customer satisfaction (CS), and brand trust (BT). BL is the dependent variable in this study, and BT, CS, and PPQ are the independent variables. 340 survey forms were distributed to mobile phone users in Bangladesh after a structured questionnaire was developed based on previous research. After being screened for completeness, 165 of the 178 responses that were gathered were deemed usable. The hypotheses were assessed at a 5% significance level using regression and correlation analyses carried out with SPSS version 26. According to the results, brand loyalty is significantly enhanced by PPQ, CS, and BT. In the end, the study discusses potential directions for further research as well as the implications for marketers, mobile phone manufacturers, and retailers.