초록

Purpose – This study evaluates the effects of e-marketing communication on brand loyalty in the mobile communication market in Kosovo. given that no prior studies of this nature are found. It explores the relationships, between e-marketing communication, brand image and customer satisfaction, and their impact on the brand loyalty. Research design, data, and methodology – The research model of four constructs was developed. The data was collected via online surveys, 423 completed surveys from mobile subscribers were received. To test the relationship between the individual variables and multiple variables with the dependent variable several test were performed including data validity and reliability, bivariate correlation, simple linear and multiple regression analysis using stepwise method. Results – Positive significant effect of e-Marketing communication on brand loyalty, as well its significant effect on both brand image and customer satisfaction, which subsequently have significant impact on brand loyalty as it was confirmed by previous studies. Conclusions – The findings confirm that e-Marketing communication is key factor in building well perceived brand image, fostering customer satisfaction, and leading to customer commitment and loyalty towards brands of mobile operators in Kosovo.

키워드

E-marketing Communication, Brand Loyalty, Brand Image, Customer Satisfaction, Mobile Operators, Kosovo.

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