Mobile phone usability and its influence on brand loyalty and re-purchase intention: An empirical

K. V. Sriram, H. Mahesh Prabhu, Aditi Ajay Bhat

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Mobile phones today have become an integral part of every person's life. With the advent of smartphones, in addition to voice and text communication, people today can browse the internet, log in to social media, purchase merchandises through e-commerce websites and make monetary transactions using mobile phones. Hence usability of the phone plays an essential role in making a purchase decision. This study aims to capture the experience of mobile phone users by measuring their perceptions about attributes of usability and its impact on brand loyalty and re-purchase intention. Data was collected from 301 mobile phone users from the millennial generation and analysed using structural equation modelling. Results indicate that only 'satisfaction' derived by using the mobile phone develops brand loyalty, which in turn influences the re-purchase decision. Implications are drawn, and recommendations are made to increase the usability of mobile phones.

Original languageEnglish
Title of host publication2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)9781728144993
DOIs
Publication statusPublished - 11-2019
Externally publishedYes
Event5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Bangalore, India
Duration: 15-11-201916-11-2019

Publication series

Name2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings

Conference

Conference5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019
CountryIndia
CityBangalore
Period15-11-1916-11-19

All Science Journal Classification (ASJC) codes

  • Electrical and Electronic Engineering
  • Electronic, Optical and Magnetic Materials
  • Hardware and Architecture
  • Renewable Energy, Sustainability and the Environment
  • Energy Engineering and Power Technology

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    Sriram, K. V., Prabhu, H. M., & Bhat, A. A. (2019). Mobile phone usability and its influence on brand loyalty and re-purchase intention: An empirical. In 2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings [9019911] (2019 5th IEEE International WIE Conference on Electrical and Computer Engineering, WIECON-ECE 2019 - Proceedings). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/WIECON-ECE48653.2019.9019911