Impact of Customer Satisfaction, Service Quality, Brand Image on Purchase Intention

Abstract

The main purpose of this study is to investigate the impact of customer satisfaction and brand image on purchase intention of consumers. The main variable of the study are purchase intention, customer satisfaction, brand image and service quality. Mobile devices are becoming progressively more trendy with enhanced networks, charge less, and they have turn into extremely simple to consume. In this study data was collected with the help of structured (self administered) questionnaire with the sample size of 120 from IUB DMS student Ranger campus Bahawalpur. The questionnaire was created on 5 Point likert-type scale. Different tests like Frequency analysis were applied to check the effects of demographics (Age, Gender and occupation). Reliability analysis was used in this study to find out consistency of the scale. The current study consists of four main variables purchase intention, customer satisfaction, service quality and brand image. Purchase intention contains 3 items, service quality consists of 5 items, customer satisfaction has 2 items and brand image has 5 items. The findings of the study shows that Customer satisfaction has direct impact on purchase intention. Customers tend to make purchase if they are satisfied with the quality of the brand. Also brand image has a favorable impact on purchase intention. Therefore mobile phone companies and marketers have to focus on generating positive brand image and higher service quality to satisfy customers then they will intend to make purchase decisions.