An empirical study of factors influencing television purchases and customer loyalty

Abstract

Customer loyalty is one of the effective factors to maintain and solidify the relationship between customers and brands. Customer loyalty is an important factor in a company’s growth and performance. The present study aims to increase the depth of understanding regarding customer loyalty by investigating the relevant factors that influence customer loyalty with respect to the purchase of televisions. This study also attempts to determine the different features of televisions that influence the customers while purchasing a television. This study has emphasized the influence of relevant factors such as customer satisfaction, trust, after-sales service, value for money, and customer recommendation on the loyalty of television customers while the features of televisions that influence the customers while purchasing television that has been examined in this study include HDR, operating system, 4K resolution, display panel, smart features, screen size, and blur-free picture. The data has been collected through framing the questionnaire and doing the online survey. In this study, a multiple logistic model is used to fit the relevant factors of customer loyalty. The results show that there is a significant relationship between customer loyalty and relevant factors affecting the loyalty of television customers. From the buying behavior of television customers, we found that a television with smart features and a blur-free picture is the most preferred specification while purchasing a new television.