Abstract
This study suggests a research model to investigate the relationship between product performance variables (i.e. price, network, and other services) and brand loyalty, taking into consideration the mediation effect of customer satisfaction. Data were collected through a questionnaire, a sample of 240 respondents was used which representing customers of ZAIN and MTN mobile phone companies operating in the Republic of Sudan. Many statistical tools have been utilized to ensure the goodness of measurement such as reliability test, exploratory factor analysis, correlation analysis, whereas regression analysis had been used to test the hypotheses. The results indicate that product performance variables play an important role in shaping brand loyalty. This study supports the mediating effect of customer satisfaction on the relationship between product performance and brand loyalty. According to the results of this research, a company can create, build and manage brand loyalty through customer satisfaction by increasing product performance. (C) 2017 The Authors. Published by IASE. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).