Earticle

초록

영어

Understanding the value that customers perceive in an offer, creating value for them, and managing it over time have long been recognized as essential elements of a firm’s business strategy. Identifying what an individual customer seeks from a service also helps a firm with formulating its value proposition. The purpose of this paper is to extend this line of research to consider user satisfaction, brand trust, as mediating variables in the context of using mobile phone that relate customers perceived value and brand loyalty. It is also to investigate the roles of product knowledge and self-efficacy on the constructs. Thus, this study investigates the importance of sub-dimensions of perceived value and brand loyalty. The main findings show that the positive linkage between satisfaction, brand trust, and brand loyalty in the mobile phone users is substantiated.

목차

Abstract
 1. Introduction
 2. Literature Review and Hypothesis Development
  2.1. Perceived Value
  2.2. User Satisfaction
  2.3. Brand Trust
  2.4. Brand Loyalty
 3. Research Methodology
 4. Results
  4.1. Reliability and Validity of Measures
  4.2. Structural Analysis and Hypothesis Testing
 5. Discussion and Conclusion
 References

키워드

저자

• Jaesin Oh [ Dept. of Industrial Management, Gyeongsang National Univ. ]
• Kihan Chung [ Dept. of Business Administration, Gyeongsang National Univ. ]
• Gwijeong Park [ Research Professor of BK21, Dept. of Business Administration, Gyeongsang National Univ. ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of u- and e- Service, Science and Technology

• 간기

  격월간

• pISSN

  2005-4246

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605