Relationship Marketing, Value Perceiving and Satisfaction Towards Brand Loyalty: The Role of the Brand Image of Chinese Smartphones in The People’s Republic of China
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Abstract
The purpose of this research were to study (1) the importance of related marketing, value perceiving, satisfaction, brand loyalty, and brand image; (2) the effect of relationship marketing, value perceiving, and satisfaction toward brand loyalty; The role of the brand image of Chinese Smartphone, (3) and to study the moderating role brands image of Chinese Smartphone effect of satisfaction and value perceiving toward brand loyalty in the People’s Republic of China. The sample group was 500 Chinese consumers residing or employed in Shanghai, Beijing, and Shenzhen who have used Chinese smartphone brands for at least 3 years, including 5 famous brands. The research instrument was an online questionnaire using descriptive statistics to find percentages, mean, and standard deviation. The inferential statistics were analyzed using structural equation models.
The results of the research found that all factors are important at a high level, with satisfaction being the most important, followed by brand loyalty, relationship marketing, brand image, and value perceiving. Relationship marketing has a direct on value perceiving, followed by perceived value, which has a direct on brand loyalty, and relationship marketing has a direct on satisfaction. Lastly, satisfaction has a direct on brand loyalty. The moderating role of the brand image effect on satisfaction and value perceiving toward brand loyalty is statistically significant at 0.01 (β5=0.009, t=1.062). Accept the moderating effect of brand image on satisfaction toward brand loyalty, no statistical significance (β6=-0.004, t=-0.696). In conclusion, establishing a reliable and dependable image that aligns with a brand's positive attributes and values can improve customer satisfaction and loyalty. However, it is crucial to note that this may not always be the case. It is only possible if the entrepreneur carefully examines and analyzes the brand image. By comprehending and implementing suitable marketing strategies, they can create a favorable brand image.
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