THE IMPACT OF CORPORATE BRAND COMPETITIVENESS AND SERVICE QUALITY ON CUSTOMER LOYALTY IN USING SMART CLASSROOM PRODUCTS: A CASE OF BEIJING ORIENTAL ZHONGYUAN DIGITAL TECHNOLOGY CO., LTD.

Purpose – This study examines the impact of corporate brand competitiveness and service quality on customer loyalty in the smart classroom products industry. The research aims to fill the gap in the literature by identifying specific factors influencing customer loyalty in this rapidly evolving technological sector.Methodology – The research employed a descriptive design, gathering data with convenience random sampling technique from 400 participants, including teachers, students, and administrative staff. Data was collected via a structured questionnaire that measured corporate brand competitiveness, service quality, and customer loyalty, using a five-point Likert scale. The data was analyzed using descriptive and inferential statistical methods, including regression analysis. Reliability and validity were ensured through rigorous testing of the research instruments.Results – The findings indicate that demographic factors such as gender, age, and education do not significantly impact customer loyalty. However, corporate brand competitiveness, particularly in areas of competitive intelligence, pivotal merits, and communicative capacities, has a substantial influence on customer loyalty. Additionally, service quality, especially in terms of reliability, empathy, and assurance, was found to significantly drive customer loyalty in the smart classroom product market.Implications – The study suggests that companies in the smart classroom sector should focus on enhancing brand competitiveness through market intelligence, strategic communication, and providing high-quality service. These factors are crucial for fostering customer loyalty in a technology-driven educational environment. The insights provided can guide companies in developing strategies that strengthen customer satisfaction and retention.Originality/Value – This research provides new insights into the underexplored area of customer loyalty in the smart classroom products industry, offering valuable recommendations for both academic researchers and industry practitioners.