earticle

영어

This study examines the effects of perceived value among smart phone users on customer satisfaction, brand trust, brand loyalty, and switching intention in order to analyze the process of purchasing smart phone in China. To this end, a survey was conducted among Xiaomi and Galaxy smart phone users in Shanghai, China. The results show that perceived value had no direct effect on brand loyalty and switching intention, but it turned out that perceived value had indirect effect on brand loyalty through brand trust when the mediating effect was measured. In addition, it turned out that customer satisfaction had direct effects on brand trust while it had no direct effect on brand loyalty and switching intention. Brand trust had direct effects on brand loyalty and switching intention, and it also had indirect effects on switching intention through brand loyalty. It also turned out that brand loyalty had direct effects on switching intention, and that perceived value in the general model of this study had direct effects on brand trust. The mediating effect through customer satisfaction indicates the function of a partial mediating model. Since perceived value had no direct effect on brand loyalty, the mediating effect through brand trust indicates the function of a complete mediating model. Since customer satisfaction had no direct effect on brand loyalty, the mediating effect through brand trust indicates the function of a complete mediating model. It is thought that the findings of this study will contribute to establishing marketing strategies to secure competitive edge among smart phone competitors in China. In addition, if smart phone suppliers in the Chinese market desire basic materials for the establishment of marketing strategies differentiated from those of competitors, the findings of this study can be utilized and helpful for such strategies.