The Influence Of Consumer Satisfaction And Brand Awareness On Brand Loyalty

As the developing of economic, the competition of consumer market becomes increasing fierce. In recent several years, the research of brand is a hot topic in the area of academia and the business sector. The core content concerned of brand research is brand loyalty. There is no doubt that brand loyalty is an important strategy for the company to sustained competitive advantage.Through analysis of the literature found that though there are many research of customer satisfaction and brand loyalty, the relationship between them is still in dispute. As an example, this study attempt to use the cell phone industry to examine the relation of customer satisfaction and brand loyalty. So, the study inventory Satisfaction Scale and then further studied whether the brand can be used as customer satisfaction and brand loyalty adjustment variables.Study1: Invented the mobile consumer satisfaction scale suitable for China's national conditions for college students and use the Huang Zongji brand loyalty scale. 500 has been on trial investigation, exploratory factor analysis and confirmatory factor analysis showed that there are five factors in the consumer-oriented phones Customer Satisfaction Scale, which are phone features, service assurance, personal characteristics, characteristics sales and corporate image. Scale model of good theoretical structure. Internal consistency reliability was 0.8376; reliability and validity have reached a measure of psychological requirements. Regression analysis showed that service protection and corporate image consumer brand loyalty is the most important variable forecast.Study 2: This study prepared by the college students for the mobile consumer Customer Satisfaction Scale, Huang Zongji's brand loyalty scale, and Brand Scale and 500 was invested. Spss11.5 used to test the mediator of customer satisfaction and brand loyalty. The result showed that the brand in customer satisfaction and brand loyalty to the intermediary role between not significant, but in customer satisfaction and brand awareness between brand loyalty play a certain role in adjusting.The contributions of this research are: (1) This study developed a measurement suitable for China's national conditions in the college students of mobile phones satisfaction Scale because there is not one in domestic. The structure and the inherent validity of the Scale were fully verified. The scale supplied science tools for mobile phone handset manufacturers for research and development of mobile phones, advertising and research and so on; (2) Consumer satisfaction has important influence to brand loyalty, especially service protection and the image of company. (3) This study is the first of the brand in customer satisfaction and brand loyalty, and the intermediary role of regulation.