Importance of Brand Personality to customer loyalty in Myanmar Telecom Industries

Abstract

Myanmar telecommunication market is desirable for telecommunication industries because of  huge customers it has. The mobile telecom sectors are proliferating, and the contribution of this sector to economic development is very significant. So this opportunity is attracting the foreign giants to enter into this market; as a result, the competition is getting higher day by day. These changes has increased the types of service offered on subscription basis in different service sectors, in which having loyal customer is critical. Myanmar ‘s Telecommunication industry are seriously considering their brand personality and customer loyalty. The purpose of this research is to study about brand personality and customer loyalty regarding brand identity and customer satisfaction. Customer satisfaction is postively impact on the customer loyalty. Low rate call failure, network coverage, price and facilitites which can turn leads to customer loyalty.