||Smartphones have become essential to modern people. More and more consumers are using smartphones. However, according to many reports and investigation, they indicate that user satisfaction and brand loyalty will differ from various brands and represent significant differences.|
This research adopted Bhattacherjee’s (2001) ECT-IS model as the basic research framework to examine relationships among expectation confirmation, user satisfaction, perceived usefulness and brand loyalty of the smartphones. The model was further extended by measuring perceived usefulness with functional, experiential, and symbolic brand benefits proposed by Park, Jaworski & MacInnis (1986) to investigate how they influenced user satisfaction and brand loyalty. The results include the following:
1. Expectation confirmation had a significant impact on user satisfaction and perceived usefulness.
2. User satisfaction had a positive effect on brand loyalty.
3. Different effects on user satisfaction and brand loyalty were found among three smartphone brands, Apple, Samsung, and hTC.