How brand function and corporate image create loyalty in North America, Europe, and Africa's Telecom service providers

Abstract

Brand loyalty is seen as a repeat purchase and also the ability to recommend services or products. Telecommunication service providers require loyal customers to stay in business. The current thesis examines the impact of how brand function and corporate image create loyalty in North America, Europe, and Africa's telecom service providers. The researcher employed an anonymous online survey in Africa, Europe, and North America. A total of 971 responses were received. Using Partial Least Square regression analysis, the research examined the relationship between the variables: Brand Function, Corporate Image and Loyalty. The study found that brand function and corporate image has a significant positive effect on customer satisfaction. In addition, the research used machine learning algorithm to model the best prediction for consumer recommendation of products and services through their telecommunication service provider to friends and family.