Modelling Customer Loyalty in China's Smartphone Market Using Effective Factors

The aim of this research is to find out effective factors that can help model customer loyalty in smartphone market in China. This study fills in the current gap with solid understanding of customer loyalty and satisfaction in depth. Online survey was applied for data collection and more than 300 participants got involved in the fieldwork. Twelve hypotheses were proposed and tackled by 26 survey questions. SPSS was employed for data analysis including model build and hypotheses tests. Learnt from the data analysis, satisfaction is the most critical factor that determines the customer loyalty in smartphone market in China. Furthermore, quality, P/P ratio and image are positively related to customer satisfaction. Finally, switching costs and store image are tested to exhibit a significant positive influence on repurchase intention.