Determinants of student's loyalty for mobile telecommunication service in Thu Duc district: The case of Mobifone

Abstract

The present empirical study focuses on identifying key factors that have influences student's loyalty on using MobiFone network in Thu Duct district. Identifying the factors that affect customers’ decision to continuing to remain the current network has become an essential asset for MobiFone. For the purpose of the present study, primary data were collected based questionnaire. A total of 279 of 320 respondents are valid and that were selected from the universities of Vietnam National University-Ho Chi Minh City. The opinion of the respondents on 26 variables were measured with Likert five point scales ranging from five to one depending on the importance. The findings revealed that Service Quality, Price and Customer Care System are important determinants of student's loyalty for MobiFone. The Corporate Image factor is found not to be a determinant of student's loyalty for MobiFone. A conclusion was drawn to the effect that since factors influencing student's loyalty have been established, MobiFone should note these and emphasize them in their marketing strategy to enhance their profits.