Studying Preference of Prominent Features and Possibilities of Mobile Phones and their Relation with Re-purchase Intention and Customer Satisfaction

Purpose- Preference of features and possibilities of mobile phones in users' viewpoint was the purpose of the current study.
Methodology- This survey was conducted using descriptive-field method. Historical study was used to collect the information for theoretical subjects and questionnaire was used to collect the data. The reliability was measured through Cronbach's alpha that was confirmed with a coefficient equal to 0.855. Isfahan province comprised the statistical population and the statistical sample included two-hundred twenty one persons from Isfahan, Najaf-Abad and Mobarake randomly. Four hypotheses were proposed in this regard. Significance of relation between possibilities and features of mobile phone with customer satisfaction and re-purchase intention, the relation between customer satisfaction and re-purchase intention and finally the order and priority of the possibilities and features in customers' viewpoint were tested.
Findings- Pierson correlation coefficient and one-variable and multi-variable regression model were used to test the hypotheses which were confirmed in all hypotheses. Friedman ranking was applied to determine the priority, so qualitative features ranked the highest and commercial possibilities ranked the lowest.
Conclusion- When customers are not satisfied with their former mobile phone and believe that the next generation mobile phone is more useful and easier to use than their current phone, they more probably enhance their mobile phones to the next generation models. At last, previous experience may reflect a barrier in buying mobile phone brands through interaction of the possibilities and features which significantly affect customer retaining especially in mobile phone industry.