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The concept of customer loyalty has started to become very important in all spheres and attracted lots of attention in the last decades. Building customer loyalty has become a vital element to achieve competitive advantage and long-term profitability. This article aims to examine the proposed factors influencing customer loyalty toward mobile phone brands and analyse the relationship among different factors for customer loyalty at the mobile phone market in the Czech Republic. The quantitative research was done with a sample of 350 customers in 2018, specifically mobile phone users to determine critical factors influencing customer loyalty in the mobile phone market and the relationship between the proposed factors and customer loyalty. The author’s research revealed a positive correlation between trust, satisfaction, experience, promotion and perceived quality and loyalty at the confidence level of at least 95%.

Factors influencing customer loyalty towards mobile phones brands - evidence from the Czech market