Abstract
Chang, Yu-Chang, MBA, Tsing-Hua University, Jun 2004. Determinants of Brand Loyalty. Professor: Hsiao, Chung-Chiang.The marketing condition in Taiwan mobile phone is very unique. The penetration rate of mobile phone has been high sine mobile phone was introduced to the market. This result in almost everyone own more than one handset. In this case, what factors would affect consumers when they make repeated purchase is quite critical. Consider the characteristics of mobile phone consumers, user interface need to be tested as a factor of satisfaction. The results show regret and satisfaction are antecedents of brand loyalty. Valence of chosen outcome is proved enhance satisfaction. However, it shows that regret may be experienced even in the absence of information on the foregone outcomeKeyword: Brand Loyalty, Satisfaction, Regret, and User Interface