Effects of the triadic relationship among customers, service providers and the government on brand loyalty: The case of mobile telecommunication market in Vietnam

The overall research objective is to investigate how the triadic relationship among the customers, service providers and the government influences the brand loyalty of mobile telecommunication consumers. The research question is threefold: to identify the antecedents of the brand loyalty in the mobile telecommunication market in Vietnam; to pinpoint the role of the triadic relationship among customers, service providers and the government in determining brand loyalty; and to find out how brand loyalty of mobile telecommunication consumers can be developed and improved in Vietnam? The study will use a combination of qualitative and quantitative research. Focus groups will be first organized to understand the researched market thoroughly as well as to develop a questionnaire. Subsequently, quantitative data will be collected through a survey using a questionnaire. Prior to that, the questionnaire will also be pre-tested with other focus groups in order to make sure that it is appropriately designed and can be an effective tool to collect required data. In terms of methodology of data analysis, advanced techniques such as structural equation modeling and invariance testing will be employed