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Mobile phone feature preferences, customer satisfaction and repurchase intent among male users
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چکیده
مقدمه
ترجیحات ویژگی محصول
نظریه ترجیحات ویژگی محصول
رضایت مندی مشتری، قصد خرید مجدد و تلفن های همراه
روش شناسی
اندازه گیری و توسعه پرسشنامه
تحلیل داده و بحث
آمار توصیفی
الگوهای ترجیحات ویژگی
ماهیت رابطه ی بین رضایت مندی مشتری و قصد خرید مجدد
بحث کلی
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با وجود این حقیقت که تحقیقات زیادی در مورد ترجیحات ویژگی تلفن همراه صورت گرفته است، به نظر می رسد که فقدان مطالعه در مورد رابطه ی بین ترجیحات ویژگی و رابطه ی آن ها با رضایت مندی مشتری و قصد خرید مجدد وجود دارد. از این رو هدف این مقاله بررسی ترجیحات ویژگی تلفن همراه بین پاسخگویان مرد در فنلاند است. بعلاوه در ارتباط با این مفهوم سازی از ترجیحات ویژگی، رابطه شان با رضایت مندی مشتری و قصد خرید مجدد تلفن همراه مطالعه شده است. نتایج حاکی از آن است که باتری یا زمان مکالمه مهمترین ویژگی برای پاسخگویان است. پاسخگویان استنباط کردند که شش عامل منطقی بین ترجیحات ویژگی وجود دارد که عبارتند از: کارکرد تجاری، نقش حمایتی، زیبایی شناختی + طراحی، بخش ها + فرآیندها، استحکام، صداها (آهنگ ها) + بازی ها. سه عامل اول با رضایت مندی مشتری در ارتباط است، و تنها کارکرد تجاری با قصد خرید مجدد ارتباط دارد. در انتها رابطه ی بین رضایت مندی مشتری و قصد خرید مجدد بررسی شده است، و مقایسه هایی با مطالعات مشابه انجام و محدودیت ها و مفاهیم مدیریتی بحث شده است.
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اینطور به نظر می رسد که تلفن همراه یک وسیله ارتباطی حاضر در همه جا باشد. آمارهای اخیر که توسط اتحادیه بین المللی ارتباط از راه دور (ITU) فراهم شده است نشان می دهد که مشترکان تلفن همراه در اوایل سال2010 بالغ بر 5 میلیارد در سراسر جهان بوده اند. فنلاند به یکی از پیشتازان در انطباق تکنولوژی موبایل تبدیل شده است، و در حال حاضر
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[toggle title=”مقدمه انگلیسی”]
The cell phone can be perceived to be a ubiquitous communication device. The recent statistics provided by the International Telecommunication Union (ITU) (2010) indicate that the mobile cellular subscriptions exceeded 5 billion worldwide early 2010. Finland has been one of the pioneers in the adaption of the mobile technology, and the penetration is currently above 1.41 mobile subscriptions per person. The mobile phone penetration in Australia on the other hand has been slightly lower exceeding 1.00 person in 2007 and being approximately 1.14 in 2009. The manufacturers of the cell phones have been adding more or less relevant features to the mobile phones since the introduction of the mobile phone to the consumer markets. These features include for example video, multimedia messaging, and GPS just to mention a few. The previous research has investigated the mobile phone feature preferences in some detail. For example Işıklar and Buyuközkan (2007) proposed a multi-criteria decision making approach for the purpose of assessing mobile phones as regards to the user’s feature preferences order among youth in Turkey. This approach, however, has not been validated with robust statistical methods, nor has been tested in other country settings. In addition Işıklar and Buyuközkan (2007) did not test the relationship between feature preferences and customer satisfaction and repurchase intent. Economides and Grousopoulou (2009) also investigated the importance of a limited feature set, services and costs among young male and female users. Again the relationship between the feature preferences and customer satisfaction and repurchase intent was not investigated. Han et al. (2004) incorporated the user satisfaction into their study, but the relationship was studied with design (aesthetics) features, not with the features preferences per se. In addition repurchase intentions were not studied. Zhou and Nakamoto (2007) also investigated how the enhanced and unique features affect product preferences, and the moderating role of product familiarity in this relationship, but again the relationship with customer satisfaction and repurchase intent was not examined. Finally Goode et al. (2005) studied the relationship between customer satisfaction and key input factors like experience of product quality, level of service charges, level of call charges, and level of satisfaction with the service provider in the context of mobile phones. In conclusion there appears to be a plethora of research regarding the cell phone feature preferences on one hand, and customer satisfaction in the context of the mobile phones on the other, but research dealing directly with the relationship of mobile phone features preferences and customer satisfaction appears to be lacking. As regards to comparing the feature preferences between males and females, there are a few studies, which have addressed this issue (Economides and Grousopoulou, 2009, Glasscock and Wogalter, 2006, Haverila, forthcoming and Işıklar and Buyuközkan, 2007). All of these studies found differences between the genders regarding the feature preferences. Regarding the use of communications technology the previous research has discovered that the attitudes of males are more favorable towards the use of communications technology, and also that the use of computers is stereotypically perceived to be predominantly a male activity (Busch, 1995, Jackson et al., 2001 and Jackson et al., 2008). The studies, which have compared customer satisfaction between genders, have indicated the gender might have an impact on customer satisfaction and particularly on the drivers of customer satisfaction (Bryant and Cha, 1996, Danaher, 1998, Mittal and Kamakura, 2001, Sánchez-Hernández et al., 2010 and Söderlund, 2002). For these reasons it was decided that the study will be conducted only from the point of view of male users of the mobile phone. The purpose of this paper is to investigate what is the importance of the mobile phone feature preferences and also what is their relationship with customer satisfaction and repurchase intent among the young male users. Thus the research objectives are following. The first research objective is to investigate what is the order of importance of the feature preferences among the male users. The second research objective is to examine how do the male users conceptualize the feature preferences, and the third research objective is to study if there is a relationship between the conceptualized feature preference factors, and customer satisfaction and the repurchase intent of the mobile phone. The final and fourth research objective is to investigate the nature of the relationship between customer satisfaction and repurchase intent. These research questions are important to answer given the growing importance and changing role of mobile phones in the modern culture globally. There are many other things (e.g. the quality of the relationship between the customer and the retailer/manufacturer, and the social status (Martensen, 2007)) in play determining the ultimate customer satisfaction and the repurchase intent. This study concentrates, however, on the relationship of product feature preferences, and customer satisfaction and the repurchase intent only. This research is organized as follows. After the introduction the theoretical aspects of mobile phone feature preferences, customer satisfaction and repurchase intent are discussed. This is followed by the methodology of the research, the data analysis, and discussion section, and finally future research possibilities, managerial implications as well as the limitations will be discussed.
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[toggle title=”منبع”]
Journal : Australasian Marketing Journal (AMJ), Volume 19, Issue 4, November 2011, Pages 238–246
Publisher : Science Direct (Elsevier)
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فایل مقاله : 9 صفحه PDF
فایل ترجمه : 24 صفحه WORD
سال انتشار : 2011
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