THE EFFECT OF MOBIL PHONE FEATURES ON CUSTOMER SATISFACTION AND REPEATED PURCHASE INTENTION

• Main Authors: Yu-Jen Hsu, 許郁貞
• Other Authors: Hsien-Che Lee
• Format: Others
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/45557909958892731538

碩士 === 大同大學 === 事業經營學系(所) === 98 === With the development of communication technology, the life cycle of mobile phones is getting short rapidly due to the breakthrough of phone producing skills and the needs of consumers. Consumers’ purchase intention is difficult and complex to understand. Therefore, except for consumers’ knowledge in the prodcts and their brand royality, phone feature is one of elements for consumers to make the decisions. The consumers might change their decisions because of their needs for product features, and then change the product brand as their choice. This study explores the effect of product features on customer satisfaction and repeated purchase. Mobile phone users are the subjects in this study. Data collected through 212 valid questionnaires. Data analysis is conducted with reliability analysis and regression analysis of analysis. The results are as follows: H1 is supported: Phone features importance has a positive impact on customer satisfaction. H2 is not supported: Brand origin has no moderating effect on customer satisfaction. H3 is supported: Customer satisfaction has a positive impact on repeated purchase intention.