The impact of customer satisfaction, customer loyalty, and brand image factors towards repurchase behaviors in the smartphone industry in Yangon, Myanmar

Abstract

This research study explores the significance of customer satisfaction, customer loyalty, and brand image factors toward repurchase behaviours within the smartphone industry in Yangon, Myanmar. The rapid growth of the smartphone market in Myanmar, coupled with the increasing importance of customer retention and brand loyalty, necessitates a deeper understanding of the dynamics influencing repurchase behaviours. By examining the interrelationships between customer satisfaction, loyalty, brand image, and repurchase behaviours, this study seeks to give industry stakeholders significant insights while contributing to the current body of information on consumer behaviour in emerging markets. The research employs a quantitative approach, utilizing survey data collected from a representative sample of smartphone users in Yangon. The survey questionnaire includes items designed to measure customer satisfaction, loyalty, brand image perceptions, and repurchase intentions. Data analysis techniques, including regression analysis and correlation analysis, will be employed to examine the variables’ relationships and determine how much customer satisfaction, loyalty, and brand image factors influence repurchase behaviours. Statistical significance is interpreted as a p-value less than 0.05, and all of the analysis was done using the SPSS (version 28.0.0.0) software. This study's findings will likely offer practical implications for smartphone industry stakeholders, including manufacturers, marketers, and retailers in Yangon, Myanmar. Moreover, the study helps the academic literature by exploring Yangon's specific context and adds to understanding consumer behaviour in the smartphone industry within emerging markets.