The Impact of Brand Image and Customer Orientation on Customer Loyalty Through Digitalization: An Applied Study of Telecommunications Sector

Abstract

This study aimed to investigate the impact of Brand Image and Customer Orientation on Customer Loyalty through Digitalization as a mediator, to achieve the study purpose, the Researcher adopted a Quantitative approach, conducted by using a questionnaire for collecting primary data. For collecting data, the researcher depends on both primary and secondary data, (650) questionnaires were distributed electronically to Customers selected Non-Randomly (Convenient Sample) from all Egyptian Telecommunications Companies after testing validity and reliability tests, and (602) were returned, with a response rate of (92.61%). The data was analyzed using a set of statistical methods using SPSS-V26 and AMOS-V23. The study reached a set of results, the most important of which is: There is a statistically significant impact of Brand Image and Customer Orientation on Customer Loyalty, also Digitalization has a median impact between Brand Image and Customer Orientation on Customer Loyalty. Based on the results of the study, the study concluded with a set of recommendations, the most important of which is that Companies should build a strong Image, on the other and keep a strong relationship between Companies and Customers to gain Customer Loyalty, which leads to a repetitive purchasing for the company products or services, also firms should pay attention for Digitalization activities and tools to get more information about Customers and their needs, desires then gaining their Loyalty.