The Relationship among Perceived Value, User Satisfaction, Brand Trust, and Loyalty in Mobile Phone Context

다국어 초록 (Multilingual Abstract)

Understanding the value that customers perceive in an offer, creating value for them, and managing it over time have long been recognized as essential elements of a firm’s business strategy. Identifying what an individual customer seeks from a service also helps a firm with formulating its value proposition. The purpose of this paper is to extend this line of research to consider user satisfaction, brand trust, as mediating variables in the context of using mobile phone that relate customers perceived value and brand loyalty. It is also to investigate the roles of product knowledge and self-efficacy on the constructs. Thus, this study investigates the importance of sub-dimensions of perceived value and brand loyalty. The main findings show that the positive linkage between satisfaction, brand trust, and brand loyalty in the mobile phone users is substantiated.

목차 (Table of Contents)

• Abstract
• 1. Introduction
• 2. Literature Review and Hypothesis Development
• 2.1. Perceived Value
• 2.2. User Satisfaction
• 2.3. Brand Trust
• 2.4. Brand Loyalty
• 3. Research Methodology
• 4. Results
• 4.1. Reliability and Validity of Measures
• 4.2. Structural Analysis and Hypothesis Testing
• 5. Discussion and Conclusion
• References