An experiment on brand loyalty among mobile phone users in the basque region of Spain

The aim of the article. This paper attempts to examine brand loyalty among mobile phone users the case of the main six mobile phone companies operating in the Basque region of Spain.The results of the analysis. Marketers always try to develop a strong and healthy brand in the mind of existing as well as potential consumers. There are different views regarding the meanings and measurement of brand loyalty depending on the professional backgrounds of the individuals conducting the research.More research is necessary about brand loyalty because conceptual and empirical gaps remain in the marketing literature. Competitive studies are vital considering the differences between nations' cultures, governments and economies which affect the way companies and customers respond to markets.An empirical study was conducted to collect the primary data using a questionnaire as a tool in order to test the hypotheses. The questionnaire was distributed to 400 respondents who were randomly selected from the population.Conclusions and directions of further researches. The findings proved that there is low loyalty toward phone mobile companies according to users' attitudes through: they have moderate confidence in the services of the companies, they consider themselves moderate loyal to the companies in return for the excellent service, the companies improve its services by a moderate way, promotion of competitive companies affect their attitudes, and they will not remain committed to the companies' brands, if prices increase. In addition, there is no loyalty among mobile phone users toward companies they deal with according to users' behaviors through: the respondents intend to sign out of the companies they deal with in the next few years, they will switch to competitors if they face problems regarding the companies' services, they will intend to sign up with competitors that offer better prices, they do not encourage others to sign up for these companies, and they do not recommend the companies to anybody.Concerning directions of further researches, the researchers recommend the following: conducting further researches on the factors that affect the loyalty of users; agreeing on a unified definition of brand loyalty; identifying all the measurement methods of brand loyalty to facilitate its application inpractical way to software programs.