Mobile phone usability and its influence on brand loyalty and re-purchase intention: An empirical

K. V. Sriram; H. Mahesh Prabhu; Aditi Ajay Bhat

doi:10.1109/WIECON-ECE48653.2019.9019911

Mobile phone usability and its influence on brand loyalty and re-purchase intention: An empirical

K. V. Sriram
, H. Mahesh Prabhu
, Aditi Ajay Bhat

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

3 Citations (Scopus)

Abstract

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.

Original language	English
Title of host publication	2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings
Publisher	Institute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)	9781728144993
DOIs	https://doi.org/10.1109/WIECON-ECE48653.2019.9019911
Publication status	Published - 11-2019
Event	5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Bangalore, India Duration: 15-11-2019 → 16-11-2019

Publication series

Name	2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings

Conference

Conference	5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019
Country/Territory	India
City	Bangalore
Period	15-11-19 → 16-11-19

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 7 Affordable and Clean Energy

All Science Journal Classification (ASJC) codes

Electrical and Electronic Engineering
Electronic, Optical and Magnetic Materials
Hardware and Architecture
Renewable Energy, Sustainability and the Environment
Energy Engineering and Power Technology

Access to Document

10.1109/WIECON-ECE48653.2019.9019911

Cite this

Sriram, K. V., Prabhu, H. M., & Bhat, A. A. (2019). Mobile phone usability and its influence on brand loyalty and re-purchase intention: An empirical. In 2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings Article 9019911 (2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/WIECON-ECE48653.2019.9019911

Sriram, K. V. ; Prabhu, H. Mahesh ; Bhat, Aditi Ajay. / Mobile phone usability and its influence on brand loyalty and re-purchase intention : An empirical. 2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings. Institute of Electrical and Electronics Engineers Inc., 2019. (2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings).

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title = "Mobile phone usability and its influence on brand loyalty and re-purchase intention: An empirical",

abstract = "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.",

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year = "2019",

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doi = "10.1109/WIECON-ECE48653.2019.9019911",

language = "English",

series = "2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings",

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Sriram, KV , Prabhu, HM & Bhat, AA 2019, Mobile phone usability and its influence on brand loyalty and re-purchase intention: An empirical. in 2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings., 9019911, 2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings, Institute of Electrical and Electronics Engineers Inc., 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019, Bangalore, India, 15-11-19. https://doi.org/10.1109/WIECON-ECE48653.2019.9019911

Mobile phone usability and its influence on brand loyalty and re-purchase intention: An empirical. / Sriram, K. V.; Prabhu, H. Mahesh; Bhat, Aditi Ajay.
2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings. Institute of Electrical and Electronics Engineers Inc., 2019. 9019911 (2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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

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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.

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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

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ER -

Sriram KV , Prabhu HM, Bhat AA. Mobile phone usability and its influence on brand loyalty and re-purchase intention: An empirical. In 2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings. Institute of Electrical and Electronics Engineers Inc. 2019. 9019911. (2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings). doi: 10.1109/WIECON-ECE48653.2019.9019911

Mobile phone usability and its influence on brand loyalty and re-purchase intention: An empirical

Abstract

Publication series

Conference

UN SDGs

All Science Journal Classification (ASJC) codes

Access to Document

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