An Empirical Study on Impact of Sales Promotion on Brand Loyalty of Service Enterprise

Promotion activities and points-based reward are two major sales promotion patterns for advancing customer brand loyalty of service enterprise. Based on the review of domestic and international related theory, this paper put forward a concept model which focuses on the impact of sales promotion on brand loyalty of service enterprise. On the basis of the hypothesis model, by the samples of customers of china´s telecommunication service enterprise, this article investigates the relationships between sales promotion and brand loyalty. Presented empirical evidences indicate that customer satisfaction has direct effects on brand loyalty, promotion activities have indirect effects on brand loyalty through customer satisfaction, points-based reward has direct and indirect effects on brand loyalty.