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URN etd-0827110-104030 Statistics This thesis had been viewed 2983 times. Download 4291 times. Author Yu-Jen Hsu Author's Email Address No Public. Department Management Business Administration Year 2009 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 136 Title THE EFFECT OF MOBIL PHONE FEATURES ON CUSTOMER SATISFACTION AND REPEATED PURCHASE INTENTION Keyword Phone Features Repeated Purchase Intention Customer Satisfaction Customer Satisfaction Repeated Purchase Intention Phone Features Abstract With the development of communication technology, the life cycle of mobile phones is getting short rapidly due to the breakthrough of phone producing skills and the needs of consumers. Consumers’ purchase intention is difficult and complex to understand. Therefore, except for consumers’ knowledge in the prodcts and their brand royality, phone feature is one of elements for consumers to make the decisions. The consumers might change their decisions because of their needs for product features, and then change the product brand as their choice. This study explores the effect of product features on customer satisfaction and repeated purchase. Mobile phone users are the subjects in this study. Data collected through 212 valid questionnaires. Data analysis is conducted with reliability analysis and regression analysis of analysis. The results are as follows:
H1 is supported: Phone features importance has a positive impact on customer
H2 is not supported: Brand origin has no moderating effect on customer satisfaction.
H3 is supported: Customer satisfaction has a positive impact on repeated purchase intention.
Advisor Committee Hsien-Che Lee - advisor
Files Date of Defense 2010-06-25 Date of Submission 2010-08-27