TY - GEN
T1 - Mobile phone usability and its influence on brand loyalty and re-purchase intention
T2 - 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019
AU - Sriram, K. V.
AU - Prabhu, H. Mahesh
AU - Bhat, Aditi Ajay
PY - 2019/11
Y1 - 2019/11
N2 - Mobile phones today have become an integral part of every person's life. With the advent of smartphones, in addition to voice and text communication, people today can browse the internet, log in to social media, purchase merchandises through e-commerce websites and make monetary transactions using mobile phones. Hence usability of the phone plays an essential role in making a purchase decision. This study aims to capture the experience of mobile phone users by measuring their perceptions about attributes of usability and its impact on brand loyalty and re-purchase intention. Data was collected from 301 mobile phone users from the millennial generation and analysed using structural equation modelling. Results indicate that only 'satisfaction' derived by using the mobile phone develops brand loyalty, which in turn influences the re-purchase decision. Implications are drawn, and recommendations are made to increase the usability of mobile phones.
AB - Mobile phones today have become an integral part of every person's life. With the advent of smartphones, in addition to voice and text communication, people today can browse the internet, log in to social media, purchase merchandises through e-commerce websites and make monetary transactions using mobile phones. Hence usability of the phone plays an essential role in making a purchase decision. This study aims to capture the experience of mobile phone users by measuring their perceptions about attributes of usability and its impact on brand loyalty and re-purchase intention. Data was collected from 301 mobile phone users from the millennial generation and analysed using structural equation modelling. Results indicate that only 'satisfaction' derived by using the mobile phone develops brand loyalty, which in turn influences the re-purchase decision. Implications are drawn, and recommendations are made to increase the usability of mobile phones.
UR - http://www.scopus.com/inward/record.url?scp=85082135861&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85082135861&partnerID=8YFLogxK
U2 - 10.1109/WIECON-ECE48653.2019.9019911
DO - 10.1109/WIECON-ECE48653.2019.9019911
M3 - Conference contribution
AN - SCOPUS:85082135861
T3 - 2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings
BT - 2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 15 November 2019 through 16 November 2019
ER -
