Stručni rad

https://doi.org/10.32910/ep.76.5.5

The Impact of Brand Image and Customer Satisfaction on Brand Loyalty in Kosovo’s Telecommunication Sector

Saranda Kajtazi
Nail Reshidi
Granit Baca

Sažetak

The main objective of this study is to examine how brand image and customer satisfaction affect brand loyalty in the telecommunications industry. The study focuses on the telecommunications sector in Kosovo and is based on primary data obtained from 205 users of various mobile operators. A structured questionnaire was adapted and distributed at operator branches in Prishtina to gather responses from customers. Multiple linear regression analysis was conducted using SPSS to analyze the collected data. The findings indicate that both brand image and customer satisfaction have a positive and significant impact on brand loyalty, with customer satisfaction exerting a stronger influence. This study offers both theoretical and practical implications. Theoretically, it provides insights into the relationship between brand image, customer satisfaction, and brand loyalty. Practically, it offers recommendations for companies on strategies to enhance brand image, ultimately strengthening brand loyalty. Additionally, it suggests ways for companies to gain a competitive advantage in a market where service offerings are largely similar.

Ključne riječi

brand image; customer satisfaction; brand loyalty; mobile operators.

Hrčak ID:

337449

URI

https://hrcak.srce.hr/337449

Datum izdavanja:

4.11.2025.

Podaci na drugim jezicima: hrvatski

Posjeta: 241 *