| Summary: | 碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 101 === ABSTRACT
Under the trend of technology innovation and the popularity of mobile network, more and more people are using smartphones. In order to grab market shares in smartphone industry, every smartphone company attempts to establish its brand image in minds of customers and makes its products differentiation to meet customer expectations, which increases customers’ purchase intention and brand loyalty.
In consumer behaviors literature, the majority of past researches explored the effects of brand image on customer satisfaction, but few studies examined the impacts of brand image on brand loyalty. So, the current study attempts to investigate the impacts of brand image on customer satisfaction and the effects of customer satisfaction on brand loyalty in Taiwan’s smartphone industry.
The present study adopted the method of online questionnaire survey to empirically examine the research structure. The respondents are smartphone users from top three smartphone brands in Taiwan. After eliminating the invalid sample, we collected 355 valid samples in total. The results show that brand image positively impacts customer satisfaction. Customer satisfaction positively affects brand loyalty. Furthermore, brand image positively influence brand loyalty. Customer satisfaction could partially mediate the effect of brand image on brand loyalty.
Key word: brand image, customer satisfaction, brand loyalty, smartphone market
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