Marketing communications: Factors influencing brand loyalty of internet service provider

This research investigates the relationship between marketing communications and customer loyalty of the home Internet users in Southern Thailand. This study looks into addressing the factors that influence brand loyalty intentions of the home Internet users. This research is based on the premise that brand personality, brand image and brand awareness are created either by direct company communication mix or indirect contact with the consumers - both of which influences the perception of consumer expectation while at the same time reinforcing brand trust. Exploratory research finds that, consumers will be satisfied with the brand if the brand can fulfil its promises and expectations that the consumers have of its brand and products. In return, high consumer satisfaction will augment the level of brand trust and brand value, eventually affecting brand loyalty.