A Study on the Brand Image, Perceptual Quality and Customer Satisfaction Related to the Willing of Repurchasing Mobile Phones

• Main Authors: CHEN, CHIA-HUNG, 陳嘉宏
• Other Authors: LIAW, HORNG-TWU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/r4pkv8

碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 106 === The mobile phone market is very competitive in the domestic market, followed by a store opened, even the Internet and the airport can apply for mobile phone number, different from the traditional mobile phone market in the past, these mobile phone industry style has its own characteristics, in addition to providing mobile phone diversification options, for the promotional programs have their own characteristics, and to monthly fee reduction program to attract consumers, set off a wave of mobile phone bidding boom. The purpose of this study is to study whether the factors such as brand image, perceived quality and customer satisfaction are affected by the mobile phone used by consumers. The research range is based on the mobile phone consumer groups in Taipei as the main object by questionnaire survey, and based on the results of the analysis to give some relevant recommendations, and then provided to the industry as a reference to the development of marketing strategies. According to the results of this study, consumers feel better about the brand image of mobile phone, the brand recognition will be higher, the perceived quality and customer satisfaction of mobile phone will be relatively improved, and the brand image is better, the willingness of consumers to repurchase will be higher. The higher the perceived quality of the consumer's perception of the mobile phone, the customer satisfaction will be higher, and better of the perceived quality, the willingness of consumers to repurchase will be higher. The higher of the customer satisfaction for the mobile phone, the higher the willingness to pay for the mobile phone.