Research On Effects Of Customer Perceived Value Upon Brand’s Loyalty Of Mobile Phone Customers

The competitiveness of Mobile phone consumer market is increasing quicklythan before, and it is difficult for mobile phone manufacturers to rely ontraditional strategy to maintain their competitive advantage, so under suchconditions, how to cultivate brand loyalty of consumers is the key to achievemore market shares for every enterprises.Through research on the literature,I found that customer perceived value can be helpful for enterprises to gaincompetitive advantage. Based on this, we select the mobile phone industry asthe research object, concern the core needs of mobile phone users to exploretheir most concerned perceived value, and analyze the impact of customerperceived value against brand loyalty. Through theoretical research, accordingto the three-level model of customer perceived value proposed by Woodruff, thencombined with the specific circumstances of mobile phone industry, we dividedcustomer perceived value into efficacy value, economic value, service valueand emotional value these four dimensions, then introduce into customersatisfaction as an intermediate variable to analyze the impact of customerperceived value against brand loyalty, to discover whether each dimension ofcustomer perceived value directly or indirectly impact on brand loyalty, andfinally prove it through empirical analysis.Through questionnaires, and use software of SPSS12.0to analyze the dateof questionnaire survey, though the reliability and validity testing, factoranalysis and regression analysis to verify the four-dimensional system ofcustomer perceived value, that is to say, customer perceived value can bedivided into the effectiveness of the value, economic value, service value andsentimental value, at the same time, in the four dimensions of customerperceived value, service value and emotional value have both direct and positiveeffect against brand loyalty, while economic value only has direct impact onbrand loyalty, efficacy value can only act on customer satisfaction and thenhave indirectly affect on brand loyalty. According to this, brand manufacturers in the mobile phone industry should combined psychologicalneeds of customers with its own characteristics, making a in-depth analysisof customer’s consumption values and decision-making process and try their bestto provide customers with higher values than competitors, so as to formulatemarketing strategies to get more market competitive advantage.Based on customer perceived value to research in the academic communityin terms of brand loyalty is a relatively new point of view, but due to thethe author capacity and energy are limited, only in the study combined withresults of previous studies on some of these issues put forward their own ideasand research point of view, but many questions are yet to be further in-depthresearch, there are many shortcomings, further research is required.