Evaluating the Impact of Service Quality, Brand Image, Trust and Promotion on Customer Loyalty in Mobile Phone in Jordan

The objective of this study is to examine the relationship between service quality, brand image, trust, promotion and customer loyalty in mobile phone service. This industry is highly competitive as new players coming in, with aggressive value offering, high promotion, better network quality and great customer service. The data was collected from Zarqa University in Jordan. Of the 500 student participating in the 30- questions, face-to-face intercept survey, 400 or about 85% responded. After dropping incomplete questionnaires, 350 usable responses were analyzed using SPSS. Multiple regression analysis was performed to investigate the relationship between service quality, brand image, trust, promotion and customer loyalty. The findings demonstrate that service quality positively influences customer loyalty. Results showed significant, positive relationships between service quality, brand image, trust, promotion and customer loyalty. For customers with high perceived service quality, brand image, and promotion they have a strong loyalty. Finally, Implications of this work and directions for future research are discussed