Factors Influencing Smartphone Brand Loyalty: A Case Study of Apple in Vietnam

Tóm tắt

The rapid development of the economy presents both opportunities and challenges for enterprises. For sustainable and long-term development, organizations must implement appropriate strategies to satisfy customer needs and wants, ensure profitability, and minimize negative environmental impacts. This study was designed to analyze the factors that influence smartphone brand loyalty, focusing on Apple in Vietnam. This study integrated four potential factors: customer satisfaction, perceived quality, brand image, and brand trust. A sample of 242 respondents was used for the analysis. The research method was used is Partial Least Squares Structural Equation Modeling (PLS - SEM) with 2 softwares employed for data analysis : Statistical Package for Social Science (SPSS) version 26 and Partial Least Square (Smart PLS version 3.0). The findings indicate that such demographic variables as gender, age, education, and income are not statistically significant determinants of brand loyalty among Apple consumers in Vietnam. From the analysis of primary data, the confirmed factors were identified as crucial circumstances influencing brand loyalty. This research provides both academic and practical contributions by addressing the limitations of past studies and offering reasonable recommendations for promoting sustainable consumption.