*Assistant Professor, Management from University of Sistan and Baluchestan, Zahedan, Iran
**Co-author and MA student of Business Management, University of Sistan and Baluchestan, Iran
***MA student, Business Management, Islamic Azad University, Rafsanjan Branch, Iran
****Master of Business Management, University of Sistan and Baluchestan, Urmia, Iran
Online published on 13 May, 2015.
In this research paper we investigate satisfaction with and loyalty to mobile phones and its relationship with the brand image among a number of people in the city of Zahedan. The advantages of the brand image, that is experimental, social, symbolic and functional advantages, have been discussed. For this research task the data has been obtained from 384 customers who always consumed products with the selected brands. The result shows that among the four advantages of the brand image its three dimensions, that is functional, experimental and social dimensions, are positively and notably related to customer satisfaction and loyalty; the other type, that is the symbolic dimension, doesn't have a considerable impact on the customer satisfaction and loyalty. On the other hand, the results show that there is a positive relationship between customer satisfaction and loyalty. The result indicates that marketing managers must focus on the brand image in order to create satisfaction among customers so as to create customer loyalty regarding their products and services.
Brand image, customer satisfaction, customer loyalty, mobile
