| Title : | Customer satisfaction and brand loyalty of mobile phones in Nepal | | Material Type: | printed text | | Authors: | Bipana Shrestha, Author | | Publication Date: | 2016 | | Pagination: | 103p. | | Size: | GRP/Thesis | | Accompanying material: | 7/B | | Languages : | English | | Descriptors: | Customer satisfaction
| | Class number: | 658.812 | | Abstract: | Customer satisfaction is undoubtedly one of the most strategic issues in recent decades. Now that in the global economy, customers determine a company's sustainability, the companies can no longer be indifferent to the expectations and demands of their customers. They must direct all their activities and capabilities towards customer satisfaction because the only source of return on investment is the customers. Thus, the first principle in business is creating customer-friendly values (Hill, 2006).Mokhtar et al. (2000) found that in the era of improved mobile communication technology, vast amount of changes is generated in facilitating communication and the transfer of information from business to business, business to customers and employers to employees. Consequently, the utilization of mobile phones in communication and information transfer leads to providing greater added value services. Mobile phone market has become very competitive with very rapid development on technology that facilitates the production of new brands of mobile phones (Hamad, 2014).
Rusell-Bennet et al.(2007) stated that brands are considered as the important assets of the company that make customers loyal and have value for the end consumer. Thus, the brand helps customers in purchase decision making. Furthermore, brand creates a relationship with the customers either the relation is positive by continuing the brand or negative by moving to the other brand. The committed consumers purchase the brand repeatedly. The preference of a brand is affected by the behavior of consumer that resulted in brand loyalty. Abdullah et al. (2000) pointed out that brand loyalty plays an important role in organization’s profitability and future growth. Customers also express their loyalty by giving a greater share of wallets to their high-value brands or service providers and by generating word-of-mouth referrals. It shows that brand loyalty being dependent on both attitudinal and behavioral attributes of consumers and both elements are equally important from brand loyalty perspectives. The branding product is an important factor to make young customer as a loyal customer. Branding also influence consumers buying intentions, especially of young generation, and building a strong brand is the goal of many organizations (Lazarevic, 2012)
The major objectives of this study is to identify the customer satisfaction and brand loyalty of mobiles phones in the context of Nepal.This study is based on primary sources of data.The study is based on 200 respondents of 12 mobile brands in Nepal. This study employs descriptive research design and causal comparative research design to deal with fundamental issues associated with customer satisfaction and brand loyalty of mobile phone in Nepal The questionnaire survey has been conducted to know the opinion of examiningcustomer satisfaction and brand loyalty of mobile phones. A structured set of questionnaireswere prepared and distributed to the mobile users in Nepal. The questionnaires are consists of questions like Likert scale questions, yes/ no questions, multiple choice questions and ranking type.The weighted mean of each variable were used to examine the brand specifics factors brand image, perceived brand quality, brand experience, brand switching costs, and price fairness) on customer satisfaction and brand loyalty. For the fact finding of the study, primary data were analyzed by using percentage, frequency distribution and methods such as descriptive analysis, correlation analysis and regression analysis.
The results show that Performance is ranked first (2.47 average rank) as a most important attributes of mobile phones. Majority of the respondents (92 percent) believed that their mobile phone is well known and prestigious. Likewise, the majority of the respondents (93 percent) perceived that the overall performance of their mobile phone is good. The majority of the respondents (80.5 percent) opined that their mobile phone increases desire to learn new things and problem solving. In the case of brand switching costs, the majority of the respondents (51.5 percent) do not afraid that their choice of another mobile brand may reduce the esteem they have among their friends. Similarly, majority of the respondents (83.5 percent) believed that the price of their mobile phone is reasonable. The majority of the respondents (91.5 percent) believed that their mobile phone is a good value for the money they paid. Likewise, majority of the respondents (84 percent) often tell positive things about their mobile phone to other people.
The study revealed that brand image, perceived brand quality, brand experience, brand switching cost and price fairness has positive correlation with customer satisfaction and brand loyalty indicating the effective brand image, increase in perceived brand quality, brand experience, brand switching cost and price fairness leads to increase in customer satisfaction and brand loyalty.The positive and significant beta coefficients for brand image with customer satisfaction and brand loyalty revealed that better the brand image, higher would be the customer satisfaction and brand loyalty. Similarly, the positive and significant beta coefficients for perceived quality with customer satisfaction and brand loyalty revealed that better the perceived brand quality, higher would be the customer satisfaction and brand loyalty. Similarly, the beta coefficient for brand experience is positive with the customer satisfaction and brand loyalty. It reveals that pleasant experience with the mobile brand leads to increase in customer satisfaction and brand loyalty where, beta coefficient is significant at 1 percent level of significance. Similarly, positive beta coefficient for brand switching cost with customer satisfaction and brand loyalty indicates that high switching cost minimizes customer’s switching intention and improves their retention rate leading to increased customer satisfaction and brand loyalty. Likewise, the beta coefficient for price fairness is positive with the customer satisfaction and brand loyalty. This indicates that fair the price, higher would be the customer satisfaction. and brand loyalty. However, beta coefficients are not significant for price fairness with brand loyalty.
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Customer satisfaction and brand loyalty of mobile phones in Nepal [printed text] / Bipana Shrestha, Author . - 2016 . - 103p. ; GRP/Thesis + 7/B. Languages : English | Descriptors: | Customer satisfaction
| | Class number: | 658.812 | | Abstract: | Customer satisfaction is undoubtedly one of the most strategic issues in recent decades. Now that in the global economy, customers determine a company's sustainability, the companies can no longer be indifferent to the expectations and demands of their customers. They must direct all their activities and capabilities towards customer satisfaction because the only source of return on investment is the customers. Thus, the first principle in business is creating customer-friendly values (Hill, 2006).Mokhtar et al. (2000) found that in the era of improved mobile communication technology, vast amount of changes is generated in facilitating communication and the transfer of information from business to business, business to customers and employers to employees. Consequently, the utilization of mobile phones in communication and information transfer leads to providing greater added value services. Mobile phone market has become very competitive with very rapid development on technology that facilitates the production of new brands of mobile phones (Hamad, 2014).
Rusell-Bennet et al.(2007) stated that brands are considered as the important assets of the company that make customers loyal and have value for the end consumer. Thus, the brand helps customers in purchase decision making. Furthermore, brand creates a relationship with the customers either the relation is positive by continuing the brand or negative by moving to the other brand. The committed consumers purchase the brand repeatedly. The preference of a brand is affected by the behavior of consumer that resulted in brand loyalty. Abdullah et al. (2000) pointed out that brand loyalty plays an important role in organization’s profitability and future growth. Customers also express their loyalty by giving a greater share of wallets to their high-value brands or service providers and by generating word-of-mouth referrals. It shows that brand loyalty being dependent on both attitudinal and behavioral attributes of consumers and both elements are equally important from brand loyalty perspectives. The branding product is an important factor to make young customer as a loyal customer. Branding also influence consumers buying intentions, especially of young generation, and building a strong brand is the goal of many organizations (Lazarevic, 2012)
The major objectives of this study is to identify the customer satisfaction and brand loyalty of mobiles phones in the context of Nepal.This study is based on primary sources of data.The study is based on 200 respondents of 12 mobile brands in Nepal. This study employs descriptive research design and causal comparative research design to deal with fundamental issues associated with customer satisfaction and brand loyalty of mobile phone in Nepal The questionnaire survey has been conducted to know the opinion of examiningcustomer satisfaction and brand loyalty of mobile phones. A structured set of questionnaireswere prepared and distributed to the mobile users in Nepal. The questionnaires are consists of questions like Likert scale questions, yes/ no questions, multiple choice questions and ranking type.The weighted mean of each variable were used to examine the brand specifics factors brand image, perceived brand quality, brand experience, brand switching costs, and price fairness) on customer satisfaction and brand loyalty. For the fact finding of the study, primary data were analyzed by using percentage, frequency distribution and methods such as descriptive analysis, correlation analysis and regression analysis.
The results show that Performance is ranked first (2.47 average rank) as a most important attributes of mobile phones. Majority of the respondents (92 percent) believed that their mobile phone is well known and prestigious. Likewise, the majority of the respondents (93 percent) perceived that the overall performance of their mobile phone is good. The majority of the respondents (80.5 percent) opined that their mobile phone increases desire to learn new things and problem solving. In the case of brand switching costs, the majority of the respondents (51.5 percent) do not afraid that their choice of another mobile brand may reduce the esteem they have among their friends. Similarly, majority of the respondents (83.5 percent) believed that the price of their mobile phone is reasonable. The majority of the respondents (91.5 percent) believed that their mobile phone is a good value for the money they paid. Likewise, majority of the respondents (84 percent) often tell positive things about their mobile phone to other people.
The study revealed that brand image, perceived brand quality, brand experience, brand switching cost and price fairness has positive correlation with customer satisfaction and brand loyalty indicating the effective brand image, increase in perceived brand quality, brand experience, brand switching cost and price fairness leads to increase in customer satisfaction and brand loyalty.The positive and significant beta coefficients for brand image with customer satisfaction and brand loyalty revealed that better the brand image, higher would be the customer satisfaction and brand loyalty. Similarly, the positive and significant beta coefficients for perceived quality with customer satisfaction and brand loyalty revealed that better the perceived brand quality, higher would be the customer satisfaction and brand loyalty. Similarly, the beta coefficient for brand experience is positive with the customer satisfaction and brand loyalty. It reveals that pleasant experience with the mobile brand leads to increase in customer satisfaction and brand loyalty where, beta coefficient is significant at 1 percent level of significance. Similarly, positive beta coefficient for brand switching cost with customer satisfaction and brand loyalty indicates that high switching cost minimizes customer’s switching intention and improves their retention rate leading to increased customer satisfaction and brand loyalty. Likewise, the beta coefficient for price fairness is positive with the customer satisfaction and brand loyalty. This indicates that fair the price, higher would be the customer satisfaction. and brand loyalty. However, beta coefficients are not significant for price fairness with brand loyalty.
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