Be the first to like this
Impact of Hedonistic and Social Factors on Customer Satisfaction and Loyalty: a study of Mobile Phones Users in Bangkok, Thailand
This study examines the impact of hedonistic and social factors together with perceived product and service quality on the Mobile phone users’ satisfaction and loyalty. It aims to help vendors, manufacturers, marketing research companies, and customers to evaluate future development of mobile phones.
Customer satisfaction and loyalty are central concepts in modern marketing and their influence has made these rapid market changes possible. Customer satisfaction benefits firm in many ways, from increasing loyalty, profitability and market share. This study adds hedonistic and social factors to customer satisfaction and loyalty measurement and create more accurate model for mobile phone future product and service evaluations.
This descriptive research used mainly quantitative approach to study conceptual mobile phone customer satisfaction model. Target population of this research is Thai and/or English speaking mobile phone owners living in mainly Bangkok area Thailand. Survey was done by online internet survey, 147 responses were received and used in quantitative analysis.
The results showed that hedonistic and social factors, together with perceived product and service quality, had positive correlations to customer satisfaction and finally loyalty. Customer satisfaction did correlate with positive customer voice and loyalty, but negative customer voice was found not to have correlation to these.
Hedonistic and Social Values should be measured together with service and product quality, to get better understanding how great mobile phone customer satisfaction and loyalty can be achieved. I recommend using this model to get better understanding how customer satisfaction and loyalty of mobile phones has also hedonistic and social values.
Keywords: Customer Satisfaction, Customer Loyalty, Customer Voice, Hedonistic Values, Social Values, Mobile Phone