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研究生： 宋俊金
Justine Benson Fementira
論文名稱： 手機品牌與消費者滿意度：了解菲律賓消費者對手機忠誠度的態度
Mobile Phone Branding & Consumer Satisfaction: Understanding customer attitudes toward mobile phone loyalty in Philippines
指導教授： 丘宏昌
Chiu, Hung-Chang
口試委員: 謝依靜
Hsieh, Yi-Ching
唐運佳
Chia, Tang-Yun
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2023
畢業學年度： 111
語文別： 英文
論文頁數： 45
中文關鍵詞： 手機品 、菲律賓 、消費者滿意度
外文關鍵詞： Mobile phone, Philippines, Consumer Satisfaction
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    • 隨著人們在數字時代蓬勃發展，移動電話在過去十年中得到了迅速發展。隨著用戶的激增，隨著技術的不斷發展，手機行業被認為是市場上最具活力和競爭力的行業之一。鑑於市場已經被手機巨頭所飽和，執行良好的品牌戰略對於使一家公司與眾不同至關重要。本論文的目的是了解品牌如何影響消費者滿意度，以及它將如何最終影響菲律賓手機市場的品牌忠誠度。通過便利抽樣收集了 200 名菲律賓受訪者，以幫助收集見解並從中得出結論。結果表明，手機的功能是影響消費者滿意度和購買決策的最重要因素，而品牌對其影響不大。但是，受訪者對手機的品牌忠誠度非常高，如果對產品質量滿意，很可能會重複購買。因此，這項研究得出結論，品牌在使消費者滿意方面沒有直接作用；然而，一旦通過設備的功能獲得良好的品牌體驗，品牌忠誠度就會隨之而來。

    Mobile phones have constantly evolved over the past decade as people thrive through the digital era. With the spike of users, as well as the continuous evolution of technology, the mobile phone industry is considered as one of the most dynamic and competitive in the market. Given that the market has been saturated by mobile phone giants, executing a good branding strategy is vital in making one company distinct from the others. The objective of this thesis is to understand how branding impacts consumer satisfaction and how it would ultimately affect brand loyalty in the mobile phone market in Philippines. Two hundred Filipino respondents were gathered through convenience sampling to help collect insights and build a conclusion from that. The results reveal that the functionality of the mobile phone is the most important factor in both consumer satisfaction and purchase decision and brand doesn’t play an important role for it. However, the respondents have a very high brand loyalty towards mobile phones, a repeat purchase would likely happen if they are happy with the quality of the product. Therefore, this study concluded that branding doesn’t play a direct role in making a consumer satisfied; however, once the brand experience is good through the functionality of the device, brand loyalty would come in right after.

    Table of Contents CHAPTER 1: INTRODUCTION --- 6 1.1 BACKGROUND OF THE STUDY --- 6 1.2 RESEARCH OBJECTIVES --- 7 1.3 RESEARCH QUESTIONS --- 8 CHAPTER 2: LITERATURE REVIEW --- 8 2.1 BRAND EQUITY --- 8 2.1.1 Brand Awareness --- 9 2.1.2 Brand Recognition --- 10 2.1.3 Brand Image --- 10 2.1.4 Brand Experience --- 11 2.1.5 Brand Loyalty --- 12 2.2 CUSTOMER SATISFACTION --- 13 2.3 HEDONIC AND UTILITARIAN MOTIVATIONS --- 14 2.4 MOBILE PHONE INDUSTRY IN THE PHILIPPINES --- 15 CHAPTER 3: METHODOLOGY --- 16 3.1 RESEARCH DESIGN --- 16 3.2 POPULATION AND SAMPLE --- 16 3.3 DATA COLLECTION --- 16 Table 1 Demographics --- 17 Table 2 Mobile Phone Usage --- 18 Table 3 Mobile Phone Satisfaction --- 19 Table 4 Purchasing Behavior --- 20 Table 5 Five-point Likert Scale --- 21 CHAPTER 4: DATA ANALYSIS --- 22 4.1 RESPONDENT DEMOGRAPHICS --- 22 Table 6 Demographics --- 22 Table 7 Mobile Phone Brand split --- 23 Table 8 Mobile Phone Brand split per Age --- 23 Table 9 Mobile Phone Brand split per Income --- 24 Table 10 Mobile Phone Satisfaction --- 24 Table 11 Mobile Phone Brand Stickiness --- 25 4.2 ATTITUDE & BEHAVIOR --- 26 Table 12 Attitude & Behavior Results Analysis --- 27 4.3 ATTRIBUTES FOR CUSTOMER SATISFACTION & FACTORS TO TRIGGER PURCHASE --- 29 Table 13 Top attributes for customer satisfaction --- 29 Table 14 Top factors to trigger mobile phone purchase --- 30 4.4 CORRELATION OF BRAND IMAGE TO CONSUMER SATISFACTION & PURCHASE INTENTION --- 31 Table 15 Correlation of brand image to the top 3 attributes for customer satisfaction --- 31 Table 16 Correlation of brand image to the top 3 factors to trigger mobile phone purchase --- 32 4.5 BRAND PERCEPTION --- 33 Table 17 Brand appeal split per brand --- 33 Table 18 Purchase desire split per brand --- 33 Table 19 Description per Brand --- 34 4.6 MOBILE PHONE USAGE --- 35 Table 20 Top mobile phone activities --- 35 Table 21 Mobile phone usage duration --- 36 CHAPTER 5: CONCLUSION --- 37 5.1 CONCLUSION & DISCUSSION --- 37 5.2 LIMITATIONS OF THE STUDY --- 38 5.3 FUTURE RESEARCH --- 38 REFERENCES --- 39

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