Mobile Phone Usability and its Influence on Brand Loyalty and Re-Purchase Intention: An Empirical

Mobile phones today have become an integral part of every person's life. With the advent of smartphones, in addition to voice and text communication, people today can browse the internet, log in to social media, purchase merchandises through e-commerce websites and make monetary transactions using mobile phones. Hence usability of the phone plays an essential role in making a purchase decision. This study aims to capture the experience of mobile phone users by measuring their perceptions about attributes of usability and its impact on brand loyalty and re-purchase intention. Data was collected from 301 mobile phone users from the millennial generation and analysed using structural equation modelling. Results indicate that only `satisfaction' derived by using the mobile phone develops brand loyalty, which in turn influences the re-purchase decision. Implications are drawn, and recommendations are made to increase the usability of mobile phones.