Factors Determining Brand Loyalty in Consumer Electronics: An Empirical Study

Abstract

This empirical study investigates the elements that contribute to brand loyalty in consumer electronics. BL within the consumer electronics sector is an important factor for companies to consider when developing marketing strategies. Electronics goods are typically expensive and consumers invest significant amounts of money into these products. As a result, customers are inclined to maintain BL with a firm that they trust and have had a good rapport with. The results of this study can help consumer electronics companies understand the factors that drive brand loyalty and develop effective marketing strategies to foster customer loyalty. Additionally, further research in this area may reveal the impact of external factors such as social media, word-of-mouth, and advertising on brand loyalty. This can help businesses to identify the most effective marketing channels for building and maintaining brand loyalty among their customers. Sample of 212 respondents (consumers of electronics) were surveyed to know the factors that determines brand loyalty in consumer electronics and found that reliability, assurance, empathy, and tangibility enhance customer satisfaction, product’s quality and delivery reliability, customer experience and confidence in the brand, dependability, security, compassion, and concreteness trust and experience, level of service, handling of product returns and logistics performance are different factors that determines brand loyalty in consumer electronics.