Customer Satisfaction, Brand Equity, and Brand Commitment, Influencing Customer Loyalty for Smartphone Brand in Bangkok

Abstract

The study aims to discuss the relationship between Customer Satisfaction, Brand Equity, Brand Commitment and Customer Loyalty for smartphone brand in Bangkok. This quantitative research utilized a sample group of 400 individuals drawn from the population of Bangkok, gathered through online questionnaires. The survey incorporated various question formats including multiple-choice, closedended, and 5-point Likert scale questions. Statistical analysis encompassed frequency, percentage, mean, standard deviation, and multiple regression analysis. The results showed that customer satisfaction, brand equity and brand commitment affected to customer loyalty for smartphone brand at the statistical significant level of 0.05.