Management
Samira Sadat Ebnerasoul; Seyed Jalal Moosavi Bazargan
Abstract
This research aims to investigate whether smartphone brands have gender from the perspective of Iranian users and examine the relationship between different genders of smartphones and brand equity with mediating role of customer loyalty. This is a quantitative study that uses inferential statistics to ...
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This research aims to investigate whether smartphone brands have gender from the perspective of Iranian users and examine the relationship between different genders of smartphones and brand equity with mediating role of customer loyalty. This is a quantitative study that uses inferential statistics to evaluate hypotheses. A standardized questionnaire with 26 questions was used as the research instrument. The statistical population consisted of users of the six most widely-used smartphone brands in Iran (Samsung, Apple, Xiaomi, Huawei, Sony and Nokia), who could participate in the online survey through social networks (Instagram, WhatsApp, and Telegram). The simple random probability sampling method involved 472 samples. Smart PLS version 3 and SPSS version 26 were used to analyze the data. The research was carried out from June 2022 to February 2023. The results show that smartphones have gender from the perspective of Iranian users. Brand femininity and masculinity correlate significantly and positively with customer loyalty to smartphones. Customer loyalty has a significant and positive relationship with brand equity in smartphones. Both brand femininity and masculinity increase brand equity through customer loyalty, with brand femininity having a more significant impact on brand equity than brand masculinity. The biological gender of smartphone users has no relationship with customer loyalty and does not affect their perception of brand femininity and masculinity.
Omkar Dastane; Muhammad Ifwan Bin Md Jalal; Karthik Selvaraj
Volume 5, Issue 12 , December 2018, , Pages 923-954
Abstract
The research goal is to fill the current research gap by determining the service factors that influence M-commerce Apps customer satisfaction and loyalty in Malaysia by adopting e-service quality (e-SQ) model and relationship quality theories in the context of mobile commerce apps. A framework proposed ...
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The research goal is to fill the current research gap by determining the service factors that influence M-commerce Apps customer satisfaction and loyalty in Malaysia by adopting e-service quality (e-SQ) model and relationship quality theories in the context of mobile commerce apps. A framework proposed by Zeithaml, et al., (2005) for e-service quality (e-SQ) and its extension is used to study the influence of service quality on customer satisfaction and loyalty in the context of M-commerce. The data is collected through administered online survey with sample of 152 respondent selected using convenience sampling in order to test the hypotheses of the proposed framework model. Confirmatory factor analysis (CFA), Structural Equation Modelling (SEM) as well as path analysis is carried out using AMOS 22. The results of this study show that, out of all service quality elements, only fulfilment has the highest significant influence on customer satisfaction, while privacy has the highest significant impact on customer loyalty. This also mean, adopting e-SQ model as it is for mobile businesses can be erroneous. This research is useful and has important implication for marketers, businesses that are looking to improve M-Commerce by understanding customer satisfaction and customer loyalty in relation with e-SQ among Malaysian working professionals. Academically, it uncovers need to investigate service quality factors specifically for mobile businesses.