Paper Contents
Abstract
In todays rapidly evolving mobile technology market, it is essential to understand the role of customer experience (CX) in shaping brand loyalty. This study examines the relationship between various CX dimensionsproduct reliability, design, affordability, post-sales service, and perceived valueand brand loyalty, with a specific focus on Nokia users in Noida, India. Data was gathered through a structured survey of 69 respondents, predominantly young adults in the 1824 age bracket. The results indicate that while Nokia retains value in terms of durability and battery life, it lags in customer delight and ecosystem integration. Key findings show that affordability and user-friendliness remain central to brand retention among lower-income, price-sensitive users. The study offers actionable insights for Nokia to strengthen customer loyalty through improved innovation, targeted youth marketing, and post-sales engagement.
Copyright
Copyright © 2025 Ujjwal Saini. This is an open access article distributed under the Creative Commons Attribution License.
