Title :	Customer satisfaction and brand loyalty of mobile phones in Kathmandu Valley
Material Type:	printed text
Authors:	Kamala Shah, Author
Publication Date:	2017
Pagination:	99p.
Size:	GRP/Thesis
Accompanying material:	10/B
Languages :	English
Descriptors:	Customer satisfaction Banks Banks and banking
Class number:	658.812
Abstract:	Customer satisfaction is a fundamental goal of marketing. According to Bloemer and Schronder (2002), customer satisfaction is the result of successful marketing that creates competitive value for the customers. Contemporary marketing efforts are geared towards meeting consumers’ needs and ensuring customer satisfaction and strategizing on how to retain such customer (Hassan, 2008). Customer satisfaction is one of the measures for finding the performance of the product and organization relating to its competitive market environment (Hill and Alexander, 2006). Satisfied consumers probably talk to other people about their favorite business and the result of such dialogues is a sort of positive promotion for the company, organization or agency by word of mouth, or vice versa (Kurdnaidj, 2003). Since the launch of mobile phones, there has been a remarkable development both in their product sophistication and their fast and global adoption (Bayraktar et al., 2012). After the smart phones have been released, the choice seemed to be even harder, since the opportunities and offers that producers are providing are endless (Seongwon et al., 2011; Milutinovic et al., 2011). In the competitive market of mobile phone, the manufacturers always keep to competitive edge and differentiate the product attributes to persuade the customer to choose their brand instead of other. Brand loyalty can be described as, a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, causing a repetitive same brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior (Son et al., 2010). Brand loyalty is the source of commitment towards the brand that includes a re-buy behavior into the customer in spite of the potential marketing attempts by competitors to break up the coalition between the brand and the customer (Oliver, 1999). Dick and Basu (1994) argued that there may be positive as well as negative perception of the consumers towards the brand and the negative perception may lead to patronize of the brand. The major purpose of this study is to examine factors affecting customer satisfaction and brand loyalty of mobiles phones in context of Kathmandu valley. The study has the following specific objectives: to analyze the perception of customers on the level of brand specific factors (brand image, perceived brand quality, brand experienced, brand switching costs and price fairness) of mobile phones brands in Kathmandu valley, to determine the relationship of selected mobile phone brand specific factors on with customer satisfaction and brand loyalty, to examine the impact of selected mobile phone brand specific factors on customer satisfaction and brand loyalty. to find out the most important mobile phone brand specific factor affecting customer satisfaction and brand loyalty. The primary source of data is used to assess the opinion of customer satisfaction and brand loyalty of mobile phones in Kathmandu valley The survey is based on 200 observations. The questions were asked in the form of Yes/No, and likert scale questions. The likert scale questions of different variables on customer satisfactions and brand loyalty were measured in 5 point scale. The proxies of customer satisfactions and brand loyalty are brand iamge, perceived brand quality, brand switching cost, price fairness and brand experiences. The weighted mean of the each variables were used to examined the factors affecting customer satisfaction and brand loyalty of mobiles phones in context of Kathmandu valley. For the fact finding of the study primary data was analyzed by using percentage frequency distribution and methods such as descriptive analysis, correlation analysis and regression analysis. The result of this study reveals that there is positive correlation between brand image with customer satisfaction and brand loyalty. This indicates that better brand image leads to increase in customer satisfaction and brand loyalty. Similarly, perceived brand quality, brand switching cost, price fairness and brand experiences are positively correlated to customer satisfaction and brand loyalty. This reveals that better perceived brand quality, brand switching cost, price fairness and brand experiences enhances customer satisfaction and brand loyalty. The beta coefficients is positive for brand image, perceived brand quality, brand switching cost, price fairness and brand experience with customer satisfaction which indicates that increase in all these independent variables, would increase in customer satisfaction. The beta coefficients are positive for brand image, perceived brand quality, brand switching cost, price fairness and brand experience with brand loyalty which indicates that increase in all these independent variables, would increase in loyalty. The major conclusion of the study is that brand experience followed by perceived brand quality, brand image, price fairness, and brand switching cost are the most dominant factors that influence the customer satisfaction of the mobile phones in Kathmandu valley. Similarly, the brand experience followed by brand image, brand switching cost, price fairness and perceived brand quality are the most dominant factors that influence the brand loyalty of the mobile phones in Kathmandu valley.

Customer satisfaction and brand loyalty of mobile phones in Kathmandu Valley [printed text] / Kamala Shah, Author . - 2017 . - 99p. ; GRP/Thesis + 10/B.
Languages : English

Descriptors:	Customer satisfaction Banks Banks and banking
Class number:	658.812
Abstract:	Customer satisfaction is a fundamental goal of marketing. According to Bloemer and Schronder (2002), customer satisfaction is the result of successful marketing that creates competitive value for the customers. Contemporary marketing efforts are geared towards meeting consumers’ needs and ensuring customer satisfaction and strategizing on how to retain such customer (Hassan, 2008). Customer satisfaction is one of the measures for finding the performance of the product and organization relating to its competitive market environment (Hill and Alexander, 2006). Satisfied consumers probably talk to other people about their favorite business and the result of such dialogues is a sort of positive promotion for the company, organization or agency by word of mouth, or vice versa (Kurdnaidj, 2003). Since the launch of mobile phones, there has been a remarkable development both in their product sophistication and their fast and global adoption (Bayraktar et al., 2012). After the smart phones have been released, the choice seemed to be even harder, since the opportunities and offers that producers are providing are endless (Seongwon et al., 2011; Milutinovic et al., 2011). In the competitive market of mobile phone, the manufacturers always keep to competitive edge and differentiate the product attributes to persuade the customer to choose their brand instead of other. Brand loyalty can be described as, a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, causing a repetitive same brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior (Son et al., 2010). Brand loyalty is the source of commitment towards the brand that includes a re-buy behavior into the customer in spite of the potential marketing attempts by competitors to break up the coalition between the brand and the customer (Oliver, 1999). Dick and Basu (1994) argued that there may be positive as well as negative perception of the consumers towards the brand and the negative perception may lead to patronize of the brand. The major purpose of this study is to examine factors affecting customer satisfaction and brand loyalty of mobiles phones in context of Kathmandu valley. The study has the following specific objectives: to analyze the perception of customers on the level of brand specific factors (brand image, perceived brand quality, brand experienced, brand switching costs and price fairness) of mobile phones brands in Kathmandu valley, to determine the relationship of selected mobile phone brand specific factors on with customer satisfaction and brand loyalty, to examine the impact of selected mobile phone brand specific factors on customer satisfaction and brand loyalty. to find out the most important mobile phone brand specific factor affecting customer satisfaction and brand loyalty. The primary source of data is used to assess the opinion of customer satisfaction and brand loyalty of mobile phones in Kathmandu valley The survey is based on 200 observations. The questions were asked in the form of Yes/No, and likert scale questions. The likert scale questions of different variables on customer satisfactions and brand loyalty were measured in 5 point scale. The proxies of customer satisfactions and brand loyalty are brand iamge, perceived brand quality, brand switching cost, price fairness and brand experiences. The weighted mean of the each variables were used to examined the factors affecting customer satisfaction and brand loyalty of mobiles phones in context of Kathmandu valley. For the fact finding of the study primary data was analyzed by using percentage frequency distribution and methods such as descriptive analysis, correlation analysis and regression analysis. The result of this study reveals that there is positive correlation between brand image with customer satisfaction and brand loyalty. This indicates that better brand image leads to increase in customer satisfaction and brand loyalty. Similarly, perceived brand quality, brand switching cost, price fairness and brand experiences are positively correlated to customer satisfaction and brand loyalty. This reveals that better perceived brand quality, brand switching cost, price fairness and brand experiences enhances customer satisfaction and brand loyalty. The beta coefficients is positive for brand image, perceived brand quality, brand switching cost, price fairness and brand experience with customer satisfaction which indicates that increase in all these independent variables, would increase in customer satisfaction. The beta coefficients are positive for brand image, perceived brand quality, brand switching cost, price fairness and brand experience with brand loyalty which indicates that increase in all these independent variables, would increase in loyalty. The major conclusion of the study is that brand experience followed by perceived brand quality, brand image, price fairness, and brand switching cost are the most dominant factors that influence the customer satisfaction of the mobile phones in Kathmandu valley. Similarly, the brand experience followed by brand image, brand switching cost, price fairness and perceived brand quality are the most dominant factors that influence the brand loyalty of the mobile phones in Kathmandu valley.