The relationship of perceived value, customer satisfaction and brand loyalty of smartphone: The moderating effect of gender among youth

• المؤلف الرئيسي: Lim, Ming Fook
• التنسيق: أطروحة
• اللغة: الإنجليزية
• منشور في: 2013
• الموضوعات: HF Commerce
• الوصول للمادة أونلاين: https://eprints.ums.edu.my/id/eprint/8945/1/mt0000000325.pdf; https://eprints.ums.edu.my/id/eprint/8945/

The purpose of this study is to examine the relationship of perceived value, customer satisfaction and brand loyalty in the context of smartphone. The study also examines the mediating effect of customer satisfaction on the relationship of perceived value (independent variable) and brand loyalty (dependent variable), as well as the moderating effect of gender between perceived value and customer satisfaction. In this study, perceived values conceptualized as multidimensional construct which consists of functional value, social value, emotional value, monetary value, convenience value and symbolic value. Data from 306 respondents were used by analyzed with SPSS version 21. Multiple regressions analysis has been done and the result showed all of dimensions in perceived value have relationship with customer satisfaction and brand loyalty. Furthermore, customer satisfaction has significant with brand loyalty. The hierarchical regression analysis results indicated that customer satisfaction mediated the relationships between perceived social value, emotional value, monetary value and brand loyalty. Customer satisfaction also partially mediates the relationship between functional value, convenience value, symbolic value and brand loyalty. In the meantime, gender as moderator has been found that male have perceived monetary value in satisfaction of smartphone and female will more perceived in emotional value. Thus, as marketers and smartphone manufacturers, they need to take suitable marketing plan in order to achieve customer satisfaction and loyalty. Limitation of the study and future research recommendation also been done.