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Title Brand loyalty in Smartphone
Publication Date
Discipline/Department Business Studies
University/Publisher Uppsala University
Abstract Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the proposed theoretical model that delineates therelationships between dependant variable brand loyalty and the independent variablescustomer satisfaction, perceived quality, brand experience, brand image, brand switching costand product involvement. Data – In total 200 responses were collected through a structured interview from UppsalaUniversity, Uppsala central train and bus station and two big shopping centers in Uppsala (S: tper galleria and Forum galleria). Apple and Sony Ericsson brand users are interviewed in thedata gathering process, 100 respondents for each brand Findings – the analysis suggest brand image, product involvement and customer satisfactiondetermined brand loyalty in Apple brand, whereas customer satisfaction was the onlydeterminate factor in Sony Ericsson brand
Subjects/Keywords Smartphone; Brand loyalty; Customer satisfaction; Perceived quality; Brand image; Brand switching cost; Customer product involvement; Sweden
Language en
Country of Publication se
Record ID oai:DiVA.org:uu-179607
Repository diva
Date Indexed 2017-06-16

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…Conceptual framework Brand Image Brand experience Brand loyalty Customer satisfaction Brand quality Brand switching cost Customer product involvement 2.1 Brand loyalty Brand loyalty has been the center of attention among academicians and…

…could affect brand loyalty. 2.2 Customer Satisfaction Customer satisfaction is the result of purchase expectation and post purchase experience comparison with incurred cost Serkan & Gkhan (2005). The customer might have high, low and no…

…expectation. It is also depends on the importance of brand as well as the cost. If the expectation for brand/product performance is high, post purchase experience will determines customer satisfaction even if the customers are low cost conscious. Customer

…x28;2009). Overall customer satisfaction is longitudinal, so a customer's response is cognitive. Paurav Shukla (2004, p. 85) states that customer satisfaction is “customer’s psychological response to his/her or her positive evaluation…

…of the consumption outcome in relation to his/her expectation". Satisfaction is a subjective evaluation of the consumption experience. The argument is based on disconfirmation satisfaction theory. The theory state that customer evaluation of…

…meaningful comparison Joss & Hans (1995). However, individual consumption experiences determine the outcome of satisfaction or dissatisfaction Rodoula Tsiotsou (2005). Customer consumption experience rated based on individual attitude on…

…continuum range, very dissatisfied to very satisfied. 11 Why is important to study customer satisfaction? Satisfied customer will be more inclined to stay with service provider or using the same brand in the future, however, dissatisfied customers are…

customer. According to Hill & Alexander (2006, p. 1) “It is far less costly to keep the existing customers than it is to win new ones up”. In supporting previous argument Hill & Alexander (2006, p. 2) state that customer satisfaction one…