The relationship between perceived values, customer satisfaction and brand loyalty in the context of mobile service providers

This dissertation reports the results of the study focused on describing and understanding the determinants of brand loyalty and the mediating effect of customer's satisfaction in using various mobile phone services. The researcher seeks to contribute to the development of a conceptual framewor...

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Main Author:	Chin, Vui Chung
Format:	Thesis
Language:	English
Published:	2011
Subjects:	HF Commerce
Online Access:	https://eprints.ums.edu.my/id/eprint/7136/1/mt0000000244.pdf
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id	my-ums-ep.7136
record_format	uketd_dc
spelling	my-ums-ep.71362017-10-12T02:42:55Z The relationship between perceived values, customer satisfaction and brand loyalty in the context of mobile service providers 2011 Chin, Vui Chung HF Commerce This dissertation reports the results of the study focused on describing and understanding the determinants of brand loyalty and the mediating effect of customer's satisfaction in using various mobile phone services. The researcher seeks to contribute to the development of a conceptual framework that integrates perceived values which consists of monetary value, convenience value, social value,emotional value, conditional value, epistemic value, functional value, customer satisfaction and also brand loyalty. The study was carried out among the mobile phone users in Kota Kinabalu and Labuan. For the purpose of this research, the researcher used questionnaire as the main research instrument. Quantitative data obtained were analyzed using Statistical Package for Social Research (SPSS) version 17.0. The result of this study found there is a significant relationship between monetary value, convenience value, social value, and functional value on brand loyalty. In contrast the emotional value, conditional value and epistemic value were found no significant relationship with brand loyalty. Customer satisfaction partially mediates the relationship between social value, monetary value and also functional value. Furthermore it was found that customer satisfaction fully mediates the convenience value. It is hoped that this research provides the implication for differentiated marketing strategies in pursuit to strengthen customer's satisfaction and consequently lead to brand loyalty. 2011 Thesis https://eprints.ums.edu.my/id/eprint/7136/ https://eprints.ums.edu.my/id/eprint/7136/1/mt0000000244.pdf text en public masters Universiti Malaysia Sabah School of Business and Economics
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English
topic	HF Commerce
spellingShingle	HF Commerce Chin, Vui Chung The relationship between perceived values, customer satisfaction and brand loyalty in the context of mobile service providers
description	This dissertation reports the results of the study focused on describing and understanding the determinants of brand loyalty and the mediating effect of customer's satisfaction in using various mobile phone services. The researcher seeks to contribute to the development of a conceptual framework that integrates perceived values which consists of monetary value, convenience value, social value,emotional value, conditional value, epistemic value, functional value, customer satisfaction and also brand loyalty. The study was carried out among the mobile phone users in Kota Kinabalu and Labuan. For the purpose of this research, the researcher used questionnaire as the main research instrument. Quantitative data obtained were analyzed using Statistical Package for Social Research (SPSS) version 17.0. The result of this study found there is a significant relationship between monetary value, convenience value, social value, and functional value on brand loyalty. In contrast the emotional value, conditional value and epistemic value were found no significant relationship with brand loyalty. Customer satisfaction partially mediates the relationship between social value, monetary value and also functional value. Furthermore it was found that customer satisfaction fully mediates the convenience value. It is hoped that this research provides the implication for differentiated marketing strategies in pursuit to strengthen customer's satisfaction and consequently lead to brand loyalty.
format	Thesis
qualification_level	Master's degree
author	Chin, Vui Chung
author_facet	Chin, Vui Chung
author_sort	Chin, Vui Chung
title	The relationship between perceived values, customer satisfaction and brand loyalty in the context of mobile service providers
title_short	The relationship between perceived values, customer satisfaction and brand loyalty in the context of mobile service providers
title_full	The relationship between perceived values, customer satisfaction and brand loyalty in the context of mobile service providers
title_fullStr	The relationship between perceived values, customer satisfaction and brand loyalty in the context of mobile service providers
title_full_unstemmed	The relationship between perceived values, customer satisfaction and brand loyalty in the context of mobile service providers
title_sort	relationship between perceived values, customer satisfaction and brand loyalty in the context of mobile service providers
granting_institution	Universiti Malaysia Sabah
granting_department	School of Business and Economics
publishDate	2011
url	https://eprints.ums.edu.my/id/eprint/7136/1/mt0000000244.pdf
_version_	1747836347689730048

The relationship between perceived values, customer satisfaction and brand loyalty in the context of mobile service providers

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