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Even though the features of the products are almost identical, customers’ reactions to each product are quite different depending on the brand image. The purpose of this study is to verify the effects of smart phone's brand images on customer's satisfaction and loyalty and compare the differences between user groups of the Galaxy and iPhone, two representative brands of smart phone. In order to do this, their brand images were classified into functional, symbolic and experiential brand images, and customer's loyalty was also classified into attitudinal and behavioral ones to empirically confirm the influence of those factors. The findings showed that functional and experiential brand images had a positive effect on their level of satisfaction, while symbolic brand images did not have a significant effect on it. Furthermore, it was found that the satisfaction level had a significant effect on attitudinal and behavioral loyalty, and attitudinal loyalty also had a significant effect on behavioral loyalty. Finally, a multiple group analysis of the user groups of Galaxy and iPhone determined that there was a statistically significant difference in the channel between customer satisfaction and attitudinal loyalty.

Effects of Smart Phone's Brand Images on Customer's Satisfaction and Loyalty: Focused on Galaxy and iPhone User Groups