Perceived Impact of Product Innovation on Brand Loyalty:  A Study of Smartphone Consumers in China

Liu Guoha; Rovena Dellova

doi:10.48017/dj.v10ispecial_1.3151

Autores

Liu Guoha Lyceum of the Philippines University-Manila. Metro Manila, Philippines.
Rovena Dellova Lyceum of the Philippines University-Manila. Metro Manila, Philippines.

DOI:

https://doi.org/10.48017/dj.v10ispecial_1.3151

Palavras-chave:

produc innovation, brand loyalty, smartphone, product features

Resumo

Com o aumento da concorrência na indústria de smartphones, especialmente na China, juntamente com o aumento das expectativas dos consumidores, compreender os factores que influenciam a fidelidade à marca é crucial tanto para o meio académico como para a indústria. Este estudo investiga a relação sutil entre inovação de produto e fidelidade à marca no contexto dinâmico de produtos de smartphones. O estudo adota uma abordagem quantitativa, incorporando uma pesquisa entre 385 usuários de smartphones da China. As descobertas revelaram que os recursos que influenciam as preferências dos smartphones entre os entrevistados incluem recursos de carregamento sem fio, recursos superiores de câmera e desempenho, para citar alguns. Além disso, os entrevistados expressam opiniões favoráveis sobre as dimensões da inovação de produtos que incluem aparência e design; qualidade e durabilidade; inovação funcional; e características dos smartphones que possuíam no momento do estudo. Em termos da associação entre a lealdade à marca e as características sociodemográficas, os resultados mostraram que o género, os grupos etários, o nível de escolaridade, o nível de rendimento e a situação profissional surgiram como fatores na formação da lealdade à marca no mercado de smartphones entre os proprietários chineses. No entanto, contrariamente às expectativas, o estudo não encontrou nenhuma relação significativa entre as dimensões percebidas da inovação do produto (Aparência e Design, Qualidade e Durabilidade, Funções e Características) e a fidelidade à marca. Para prosperar no cenário em constante evolução da indústria de smartphones, as empresas chinesas devem adotar abordagens estratégicas que promovam a fidelidade à marca entre o seu mercado-alvo. Mesmo que a inovação de produtos não conduza diretamente à fidelidade à marca, a empresa deve continuar a inovar para garantir que os clientes comprarão os seus produtos e, em seguida, elevar outros possíveis fatores que levarão à fidelidade à marca.

Métricas

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Biografia do Autor

Liu Guoha, Lyceum of the Philippines University-Manila. Metro Manila, Philippines.

0009-0009-7687-69260; Lyceum of the Philippines University. Manila, NCR, Philippines. 123722912@qq.com.

Rovena Dellova, Lyceum of the Philippines University-Manila. Metro Manila, Philippines.

0000-0001-9473-1768; Lyceum of the Philippines University. Manila, NCR, Philippines. rovena.dellova@lpu.edu.ph.

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