An Empirical Study On The Influence Of Brand Image Of Cell Phone On The Customer Satisfaction

In recent years, consumption environment of china has changed dramatically, along with the rapid growth of comsumer incomes and the continuance improvement of consumption structure and capacity, consumers increasingly pay attention to product quality and image. Competition among enterprises became more and more ferece in china, and price war has lost the original power, establishing customer loyalty is a important ways of competitive advantage for enterprise.The main work of this study include two aspects:(1) building a theoretical framework of brand image, establishing the impact model of brand image, perceived quality,customer satisfaction and customer loyalty on this basis;(2)using structural equation model to study the relationships among brand image, perceived quality,customer satisfaction and customer loyalty.Correspond to the two aspects above, this study takes bell model as a measurement model of brand image, and choces cell phone as study industry. Based on interview and literature review, scale items were designed. By the pre-survey, the author tests the reliability and validity of the questionnaire. While collecting datum formally, the author distributed the questionnaire by random sample. questionnaire is released and collected on the internet and on-site.The research uses SPSS 13.0 and AMOS 4.0 statistical software to analyze the survey data, and came to the following conclusions:(1) by employing exploratory factor analysis, this research develops the measurement scales of the brand image in mobel phone industry. The proposed scale comprises a parsimonious 29 items which span thre dimensions:product or service image(11 items), corporate image(10 items), user image(8 items);(2) product or service image, corporate image and user image positively and signigicantly influence perceived quality and customer satisfaction, and product or service is the most significant impact;(3) product or service image positively and significantly influences customer loyalty, corporate image and user image don't significantly influence on customer loyalty, but it influences customer loyalty by perceived quality and customer satisfaction;(4) perceived quality positively and significantly influences customer satisfaction and customer loyalty, customer satisfaction positively and significantly influences custormer loyalty.