The Soft Side of Technology Adoption: A Study of Customer Experience on Mobile Phone Usage

Abstract

The smartphone industry has become a lucrative market attracting new entrants and resulting in an intense competition in the industry. In order for smartphones companies to sustain within the industry, it is essential for them to understand how consumers feel and experience with their products. It is critical to examine customer experience as it can influence consumers’ perceived value of a product. The aim of this study is to investigate the relationships between five dimensions of customer experience and perceived value and brand loyalty in the mobile phone context. The results show that the sense, feel, act, and relate experience are significantly related to perceived value, which in turn, positively related to brand loyalty. Implications of the research findings are discussed.