THE CONCEPTUAL FRAMEWORK: CUSTOMERS PERCEIVED VALUE, SATISFACTORY AND LOYALTY ON THE ROLE OF CHINESE SMARTPHONE BRAND IMAGE IN THE PEOPLE’S REPUBLIC OF CHINA

Abstract

This study investigates the influence of smartphone brand image on customer perceptions of value, satisfaction, and loyalty in China's rapidly evolving market. It seeks to fill the existing research void by exploring the influence of smartphone brand image on the interplay among customer perceived value, satisfaction, and loyalty. It also hypothesizes that customer satisfaction acts as a mediator between perceived value and loyalty, with brand image significantly influencing this relationship. The study aims to dissect the intricate consumer-brand dynamics in China, focusing on the role of brand image in shaping customer loyalty through perceived value and satisfaction. By examining these relationships, the research seeks to provide valuable insights for strategic decision-making in the smartphone industry, emphasizing the importance of brand image in enhancing customer loyalty. This investigation highlights the critical role of brand image in the consumer decision-making process, offering a comprehensive understanding of how brand image, perceived value, and satisfaction contribute to loyalty in China's fast-paced smartphone market. The findings aim to clarify the complex relationships shaping consumer preferences for smartphone brands, contributing to the strategic planning within the smartphone sector.