지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.5
- 수록면
- 59 - 78 (20page)
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초록· 키워드
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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 to formulate its value proposition. However, there is little research about the influences of perceived value on user satisfaction, brand trust, and loyalty through the roles of product knowledge and self-efficacy in the mobile phone context.
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 customer 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. Consumer"s perception or attitude may be influenced by individual characteristics such as product knowledge and self-efficacy.
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 customer 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. Consumer"s perception or attitude may be influenced by individual characteristics such as product knowledge and self-efficacy.
목차
Abstract
Ⅰ. Introduction
Ⅱ. Literature Review and Hypothesis Development
Ⅲ. Research Methodology
Ⅳ. Results
Ⅴ. Conclusions
References
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UCI(KEPA) : I410-ECN-0101-2015-320-001690917