The Research On The Influence Factors Of The Mobile Phone Brand Loyalty

As the scale of China's mobile phone market is constantly expanding, consumers'demand of mobile phone is increasing gradually and the purchase rate of mobile phone is picking up speed. The competition for more consumers between the manufacturing enterprises of mobile phone is gradually becoming more and fiercer. In order to get the competitive advantage, the manufacturing enterprises of mobile phone must pay more attention to improving the consumers'brand loyalty. At present, the research on the consumer's brand loyalty has become the hot topic which is deeply concerned in the field of market practice and academic circle. The research on the consumer's brand loyalty and its influence factors can make consumers'loyalty understood fundamentally, promoting the enterprises'management level of the customer relationship, reducing the cost of enterprises and maintaining more customer resource.Based on the theoretical research of brand loyalty, this thesis abstracts the factor system which affects the brand loyalty of mobile phone on the basis of the specific situation of mobile phone market and industry, puts forward the hypothesis according to the research needs, designs questionnaire to make the practical investigations and conducts a statistical analysis of the questionnaire data. Firstly, this thesis puts forward the important significance of the research on the influence factors of brand loyalty on the mobile phone industry from the applied perspective and brings in the methods of research. Secondly, it brings in the theories of brand loyalty and its influence factors, and then analyzes the mobile phone industry and its current situation and consumers'purchase behaviors. Through theoretical analysis and combining the characteristics of mobile consumption, it gives the various factors which affect brand loyalty and puts forward the research hypotheses. On this basis, questionnaire is designed to collect data. The statistical software SPSS18.0 is used to analyze the questionnaire data and to inspect relevant assumptions. Then the thesis gets that the influence factors relation to the brand loyalty of mobile phone.According to the statistical analysis, this paper mainly gets the following conclusions: (1)there exists the research assumption of the influence factors of brand loyalty of mobile phone mentioned in the thesis. In the research hypothesis model,the brand loyalty of mobile phone is associated significantly with these factors except the service environment. (2)The four factors which affect the brand loyalty of mobile phone are arranged according to their importance as: the brand image, the quality of service, the function and cost of mobile phone.