A pilot study of the Hong Kong smartphone market: How service quality affects repurchase intention via customer satisfaction and attitudinal loyalty

Holly Ng (), Marine Yeung () and Tilo Li ()
Additional contact information
Holly Ng: Tung Wah College
Marine Yeung: Tung Wah College
Tilo Li: Tung Wah College

International Journal of Business and Management, 2020, vol. 8, issue 2, 93-109

Abstract: The smartphone penetration rate among people aged 15 and above in Hong Kong stood at close to 90 per cent in 2018. While the demand for smartphones has been increasing, the smartphone market in Hong Kong is highly competitive. Smartphone firms strive to maintain their customers by encouraging repurchases through launching newer models. The marketing cost of keeping an existing customer is well below that of finding a new customer. Therefore, how to motivate current customers to repurchase newer editions of the same brand is a major marketing concern for most companies. The purpose of this paper is to explore the causality between service quality and repurchase intention via customer satisfaction and attitudinal loyalty. Data from a sample of 200 Hong Kong smartphone users aged 18 and above confirm that customer satisfaction mediates the relationship between service quality and attitudinal loyalty that eventually affects repurchase intention. The percentage of the direct effect of service quality on attitudinal loyalty demonstrated a significant partial mediation of customer satisfaction. The results of this study provide important theoretical and managerial implications for researchers and practitioners of the smartphone industry not only in Hong Kong but also around the world.

Keywords: Smartphone marketing; service quality; customer satisfaction; attitudinal loyalty; repurchase intention (search for similar items in EconPapers)
JEL-codes: D12 M31 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://iises.net/international-journal-of-busines ... cation-detail-116748
https://iises.net/international-journal-of-busines ... il-116748?download=6

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sek:jijobm:v:8:y:2020:i:2:p:93-109

Access Statistics for this article

International Journal of Business and Management is currently edited by Klara Cermakova, Tana Kubatova

More articles in International Journal of Business and Management from International Institute of Social and Economic Sciences
Bibliographic data for series maintained by Klara Cermakova ().