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Journal of Marketing and Consumer Research www.iiste.org

ISSN 2422-8451 An International Peer-reviewed Journal
Vol.15, 2015

Impact of Customer Satisfaction, Service Quality, Brand Image

on Purchase Intention
Waqas Mehmood Owais Shafiq
Islamia University of Bahawalpur, Punjab, Pakistan

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.

INTRODUCTION
BACKGROUND
Now these days’ mobile devices going to become more progressively and more trendy with boost networks, they
have a quality to less charge, and more good it is that they have turn into extremely simple to use (Suki, 2011
and Park et al., 2011). Cell phones have become very important and strong effect in everyday activities of daily
routine life. All the transaction like business, trade, communication is carried out via telecommunication devices.
Mobile devices are turn into more powerful and easily available same as wireless network which helps to cover
up most of our daily situation and wide range of software frameworks ( Mulliah and Stroulia). According to
(Safeena, 2011; Elbadrawy Rose, et al., 2011 & Aziz, 2011). Mobile phones are going to be very fast for alerting,
customer attracting and also for changing or developing the source of customer shopping practices, now days
customer can purchase anything from anywhere at any time which they necessitate through their cell phones.
Suppliers have found the particular cellular trend for the reason that new way, where by intended for
purchaser they will make an exclusive in addition to optimized cellular know-how. Development in mobile
phone optimized looking method allow customers to acquire products, buying on the internet that helps to make
protected payment more than his or her cell phone, smart phones or maybe all kinds of other mobile phone
products. (Zhou, 2011 and also Zarmpou et 's., 2012) argued that this structure empower retailers for you to
improve their particular mobile policy also to combine their particular world-wide-web, in-store, and also
register methods for you to increase the size of awareness. Nowadays mobile phones increase their markets by
zero to yet but growing industry, number of enterprises come in make an effort to attain higher market share
many in conjunction with loyal customers. Now a day’s mobile phones include built its industry talk about
coming from absolutely nothing for you to nevertheless developing industry, variety of enterprises come in seek
to acquire greater industry talk about just about all along with faithful clients. According to (Delgado-Ballester
with Munuera-Alema, 2005; Van Riel 2005) the basic objective of all enterprises to build strong relationship
with loyal customer and with enterprises, as it might produce lasting positive aspects for many years using a
lesser amount of defenselessness to be able to intense advertising and marketing strategies, and more profit.
Mobile phones have itself its internal memory which is said to be as Number Task Component (NAM).
Every NAM has particular Cell Identification Number (MIN) designed in it. The mobile phone devices have an
electronic Serial Number (ESN), which usually use for the identification mobile phone for the sack of safety
with different perspective. According to the circumstance from the current market, we can say that every
enterprise related to mobile industry try to draw a unique and smooth easy use for their customers which helps
more to the customer. (Rahman, 2010). The design of mobile phones application is really important for cellular
telephone customers. Manufacturer idea has a large function inside picking out just about any cellular telephone
system. Mobile phone brands play important role for buying a cell phone by a customer. Mobile phone
companies always tries to full fill customer demand by launching new product or service for a customer.
Customer satisfaction towards mobile devices creates purchase intention. Similarly positive brand image and
good quality of product generate purchase intention.

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ISSN 2422-8451 An International Peer-reviewed Journal
Vol.15, 2015

(Schiffman; Dodds, 1991; along with Kanuk, 2007) encouraged that if customer has satisfied practical
knowledge he/she will plan or be all set to purchase a great guaranteed products or support in the future customer.
(Schiffman, Dodds along with Kanuk 2007) said that possibility of purchasing a product can be enhanced by the
purchase intention. People do purchase decision on the basic of brand image and most of the customer proffered
well known brand purchase choice, many people recommended for you to well known brands/products to
decrease your purchase possibility related to which solution (Akaah and Korgaonkar, 1988).
(Rao and Monroe, 1988) provides this kind of disagreement because good photograph on the brand
name cheaper the customer understanding possibility and increase appreciating solution through buyer.
Manufacturer photograph in addition act as the status symbolic representation within recent society.

OBJECTIVES
Main objectives are as follows:
• To know the relationship between customer satisfaction and purchase intention.
• To know the relationship between brand image and purchase intention.
• To know the relationship between service quality and purchase intention.
Problem Statement
Do factors customer satisfaction, service quality and brand image are affecting on purchase intention while
purchasing a mobile phone? How the purchase decision based on customer satisfaction, service quality and
brand image? There are many of different factors that affect the purchase intention of the product but these
factors consider key element while purchasing a mobile phone decision. Problem statement is a concise
description that is often appears at the very starting of a proposal to describe the issue toward addressing to
whom we want to resolve the issue. In very common perspective the problem statement shows the basic facts of
the issue, in which we explain the problem, why the problem comes, and key factors of the subject as a solution
are considered. If we say where the problem statements use we can say in the world business for making a plan,
purposes as well as it is required in academic matters as for report or project.
Significance of the Study
Research is about “Impact of customer satisfaction, service quality, and brand image on purchase intention, A
case study of mobile phone on DMS department students of Ranger Campus in Bahawalpur Region of Pakistan”
The research is based on the concept of purchase decision, what factor respondent notices for making a decision
while purchasing mobile phone. No such type of research before made especially into my department. It will be
very helpful and informative to know the purchasing intention behavior of DMS student and also can help for
further researchers.
Research Gap
Impact of customer satisfaction, service quality and brand image on purchase intention a specific matter
considered as case study of IUB DMS students on Ranger campus. This was not study before with these variable
which I realize should have a major impact on purchase intention while purchasing a mobile phone, As well as I
have give different paper identification which are published on purchase intention with other variable which is
relate to their specific industry such as Banking, retail store etc.
The Impact of Service Quality, Customer Satisfaction and Loyalty Programs on Customer’s Loyalty:
Evidence from Banking Sector of Pakistan.
International Journal of Business and Social Science Vol. 3 No. 16 [Special Issue – August 2012]
Keywords: Service Quality, Customer Satisfaction, Loyalty Programs, Customer’s Loyalty, Banking Sector,
Pakistan.
The impact on branded product on consumer purchase intentions
Journal of Public Administration and Governance ISSN 2161-7104 2014, Vol. 4, No. 3
Keywords: Brand trust, Brand satisfaction, Brand attachment, Low price, Purchase intention
Impact of Brand Image and Service Quality on Consumer
Purchase Intention: A Study of Retail Store in Pakistan
Research on Humanities and Social Sciences ISSN (Paper)2224-5766 ISSN (Online)2225-0484 (Online) Vol.4,
No.22, 2014
Keywords: Brand image, informative susceptibility, normative susceptibility, service quality
Perceived Service Quality and Customer Satisfaction with
Mediating Effect of Purchase Intention
Keywords: Perceived service quality, Purchase intention, Customer satisfaction, Pakistan mobile industry.
Scope
Scope of my project is seen as when the customer satisfaction, service quality, and brand image direct affect the
purchase intention of a customer, because we have to take decision we have to choose a mobile phone what
factor really matter of choosing mobile phone helps to make an effective decision toward our choice. The
population of this study would be 180 student of BBA department of Management science from Ranger campus,

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ISSN 2422-8451 An International Peer-reviewed Journal
Vol.15, 2015

and the sample size that I have chosen from sample calculator of known population is 120. As well as the
consequence of my issue would be the awareness about decision making toward purchasing mobile phone, keep
in notice these factors service quality, customer satisfaction, brand image play vital role. This research is going
to conduct on Islamia University, Department of management science department region of Bahawalpur Pakistan.
I want to know the targeted population also take vital to these my factors that affect our purchase decision.

LITERATURE REVIEW
PURCHASE INTENTION
Purchase intention is said to be when a consumer attracts toward a specific brand is known as purchase intention.
According to Porter he said that words combination to select and prefer on a specific brand is just because of the
purchase intention.
Consumer can choose a particular brand by not just its positioning but its elements and quality which
pay aim to expend that brand furthermore dedication pay a particular part to buy (Porter, 1974). Customer need
or willing to purchase a particular brand in future by its purchase intention. Schiffman, Dodds; and Kanuk,
expressed that possibility of purchasing increases with purchase intention in light of the fact that it make desire
in customer’s mind to get any product.
Purchase intentions considered very important by scholars because it’s very important to identify
consumer purchase behavior. (Schiffman and Kanuk) (Fishbein and Ajzen, 1975) argue that product image is
certain if a customer need to purchase that item and it additionally indicate idealistic purchase intention. Buy
expectation is characterized as the arrangement in which anybody plans to buy product or service for a period
considered to close in the future.
A customer gets educated about the product and style trends from his own particular learning and past
for purchase experience of a product, after getting knowledge on positive level, customers begins estimated
method and procedure on official conclusion to purchase. So purchase intention mostly use to investigate
customer attitude of buying. Ajzen and Fishbein expressed that purchase intention is a key component to
examine the customer attitude towards a particular product and both researcher proves that by argument about
purchase intention.
Customer decision making method is estimated by EKB model, established by Engel, Kollat and
Blackwell (1984). The model says that customer decisions are long lasting procedure, as well as which are as
identification of problem, information gathering, problem solving tool and decision making in last. Both of the
factor either it is internal or external consist information about the output and as well as for input, and common
objective and surrounding, two critical factors along with those factors and information collection and
environmental stimulation considered in final decision making.
Schiffman; Dodds, 1991; and Kanuk, 2007) recommended that if customer has a experience which is
satisfied he/she will arrange or be prepared to purchase a guaranteed product or service in the prospect.
(Schiffman; Dodds, 1991; and Kanuk, 2007) said that chance of procurement of product is improved by the
purchase intention by a customer. More likely individuals settle on a decision of purchase on the bases of brand
image for the most part they wanted to a well known brands product to purchase possibility realted to the product
(Akaah and Korgaonkar,1988). (Rao and Monroe,1988) expand this argument as positive picture of the brand
decreases the customer perception risk and increase favorable answer from customer, brand image play as an act
of a status symbol in this modern society.
Therefore, we can analyze the following variables that may influence our purchase intention:
1. Price concession (Alford and Biswas, 2002). 2. Customer‟ increases of merchandise awareness
(Johnson and Russo, 1984). 3. Product feature are related to product information (Sultan, 1999).
Hubbert & Bitner expressed that customer satisfaction fulfill when consumer expects that product or
service satisfy their demand. Anderson also express that consumer feel delight to consume that product or
service need fulfilled.

BRAND IMAGE
Brand image is characterized as the general impression of a brand/product in consumers mind it involves the
entire identity of the product or brand. As indicated by Biel: brand image consist of three segments: which are as,
corporate image, image of the customer and also image of the product. While Hsieh et al expand with the
product image with corporate image and nation image, and investigate the relationship between product,
enterprise-, nation image and behavior of purchase, which was also to be confirmed in multicultural.
Brand theories suggest that individual perception about the company can affect the perception of the
company’s product for example corporate ability and social responsibility association can affect the thinking and
attitude towards the product of the company, there by true brand image of corporate affects the product
assessment, and the relationship is moderated by apparent risk toward the consumer thinking and attitudes.
Benefits of the product are associated with the product image. As well as the efficient, experiential and

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ISSN 2422-8451 An International Peer-reviewed Journal
Vol.15, 2015

symbolic advantages of the product or service helps to proved to make its position at the top rank for brand
liking, we can say that brand image will also influence the product evaluation.
The customer image refers to whether the brand identity is consistent with the customers. On the other
hand the brand identity fit the consumers‟ concept; the product may get a high assessment. Time and product
information makes restricted customer for making purchase decision often faces to select product. There for
brand image considered as a very important to make purchase decision about mobile phones (Richardson, Dick
and Jain).
It is noticed that customer purchase famous brands with good brand image to minimize risk of purchase
as they can reduce Akkah and korgaonkar (1988). Rao and Monroe expressed further this theory by describing
the positive image of the brand that reduces the customer perception risk and increases the favorable
consideration from customer. It is already discussed that brand image play as an act of symbolic status in this
society which is commonly seem to notice. Customer decreases purchase risks of mobile phone this is the reason
why customer does satisfying by purchasing well known brand of mobile phone.
Key concept which is considered in consumer mind is brand image toward consumer behavior research
since the early 1950s. Both of the researchers as marketing and marketers, have since long describing the use of
defined brand image for the sack of market success, In the event that an individual likes some brand then he
consistently purchase that brand. A well displayed brand image helps the purchasers to recognize the needs that
are fulfilled by the brand and subsequently recognize the brand from its rivals.
Brands assume a critical part subsequently turning into an unmistakable presence in the practical reality
of nowadays because of the fact that they speak to consistency, status, security, appearance and character.
Brands development is considered as surprising.
As actually, making a brand image method has been explained as the first and most essential step in
situating a brand and driving brand value in market place.. As the developing significance of brand image
technique in promoting, an exploration issue advanced that how the brand image influences customers
purchasing behavior.
Number of advertisers today accepts that their organizations own the brands they offer but in fact,
customers are the genuine brand owners. Why? Brand image exist in the brains of customers. Individuals make
on buy choice on the bases of brand picture for the most part they want well known brands product to reduction
the buy risks identified with that product (Akaah and Korgaonkar, 1988). (Rao and Monroe,1988) expand this
contention as favorable picture of the brand bring down the client recognition risk and improve acknowledging
answer from customer. Brand image also act as a status symbol in current modern society. Therefore companies
and marketers have to focus on creating positive brand image through a well communication channel to compose
the people to make purchase decision in future.
The globalization has made the customer to assemble purchase of products and services daily in an
improved way. In such purchase decision method customers are affected from product associated stimulus.
Decision to purchase a product along with performance of a product also depends on brand image. It is critical to
differentiate brands from products. There might be two same products in a market and are promoted in diverse
brand names. The reasons why customer chooses to buy a particular product in this case depend on brand, which
make difference in customer‟s mind. (Keller and Farquhar) describe a product is something that gives functional
benefits where as a brand is a name, design, mark or representation that increase value of the product along with
its performance.

CUSTOMER SATISFACTION
Satisfaction is defined as new capacities or numerous qualities could finish now and again need or want of any
consumer all through for better means when compared with rivalry. Argue with the fact that it’s sort of full
fulfillment characterized through different diverse research workers in different way. According to customer
need and wants if firm gives a product or service, then we can say it will completely full fill the consumer wants.
The more prominent or may be decreases full fulfillment of any customer will rely on the standers organization
qualities which are accessible from an organization. "Consumer loyalty is very much characterized as customer
estimation of stock or facility in state of whether the product or service has matches his/her requirement
(Zeithaml et al 2003). Olive (1980) Defined customer satisfaction when the customer is fulfilling his high
expectation related to his product or service”.
Customer could most described as the individuals who buy the goods or services giving by firms they
may be inside the organization for instance representatives or outside, for example, devotees or organizations
(Dei- Tumi, 2005). Further argued that consumer is a shareholder of an organization who gives return in case of
fulfillment of necessity by the organization.
Consumer happiness, which is said to be a customer satisfaction as a sign and always considered the
most important element of any organization. Author defined customer satisfaction as “After the consumption of
good or service by the customer and the customer response toward the evaluation of the estimated discrepancy

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ISSN 2422-8451 An International Peer-reviewed Journal
Vol.15, 2015

between past expectation and actual expectation”(Tse & Wilton ,1988,p.204) therefore satisfaction is considered
as a complete post-purchase assessment by the customer” (Fornell, 1992, p.11)
Paurav (2004) argued that according to him customer satisfaction is psychological reaction for product
performance and result from customer expectations. Consumer satisfaction level described by the different
attributes and performance of the product. If the customer is satisfied from the product or service its satisfaction
level leads toward brand loyalty and a positive attitude toward the product. The result comes from customer as
the repeat of its purchasing behavior (Youl & john, 2010).
Penis and Basu (1994) addition of customer behavior approach combine with the concept of
comparative mindset that will reveal the degree to be able how the customer evaluation from one service to
another.
More detailed study which say that customer care considered largest deviation inside customer
satisfaction and it is more important when it is compared with its excellent service. (Licata and Chakraborty,
2009).
There is two concept considered of customer satisfaction; transaction- specific and cumulative
(Boulding, et al., 1993; Andreassen, 2000). Taking after the exchange particular, consumer loyalty is seen as a
post-decision assessment judgment of a particular buy event (Oliver, 1980 ) until present date, researchers have
built up a rich collection of writing focusing on this antecedents and results of this sort of consumer loyalty at the
individual level (Yi, 1990).
Combined customer satisfaction is a general assessment taking into account the aggregate purchase and
utilization experiences with a product or service after some time. (Fornell, 1992, Johnson & Fornell 1991) This
is more basic and helpful than exchange specificity consumer loyalty in anticipating customer consequent
behavior and firm‟s past, present and future performance. It is the combined customer satisfaction that inspires a
firm‟s interest in consumer loyalty. As per Kondo (2001) if customers are satisfied from the service quality of
the firm they will be steadfast with the association, and this reliability is great for the association to acquire more
benefit, increase capture market share and profitability on customer base. As per Fornell (1992) Variation in
satisfaction level of a customer shifts from past choices he expressed that quality is judged by the customer and
the most vital measurement of the quality is the means by which it impacts consumer loyalty.
Consumer loyalty has an immediate positive impact on customer loyalty in cell trade (Hyung Seok Lee,
2010; Tung et al. 2010 and Choi et al. 2008). A satisfied customer is likely to make purchase decision then keep
using same brand in future as well. The satisfied customer is expected to continue purchasing same brand.

SERVICE QUALITY
From past examination it is recognized that there is a positive association among service quality, customer
satisfaction and purchase intention. Venetis and Ghauri, contended that service quality is a important factor in
customer care and making worth alliance. Service quality result in large sales and better overall market share
(Buzzell and Gale). By giving excellent service quality ventures can charge premium value (Brown, 1992).
According to Zeithaml better service quality increment customer’s continuous purchase intention decreases
customer negative intention.
Parasuraman et al. (1988) built up the SERVQUAL commendable five measurements that are
assurance, reliability, tangible and responsiveness and sympathy to degree administration quality. This model
has consisted of pensive detailed theoretiral and solid extension. Alternately, numerous specialists have
inspected about the theoretical foundation and limit procedure of this model. Cronin and Taylor (1992)
contended that consuming service quality performance (SERVPERF, i.e. the apparent administration in
SERVUQAL) to measure service quality harvests upgraded results of dependability, legitimacy, and prescient
force than utilizing SERVQUAL. As indicated by (Boulding et al., 1993; McAlexander et al., 1994;
Parasuraman et al., 1994; Zeithaml et al., 1996) SERVPERF is more immaculate than SERVQUAL in measuring
service quality, and SERVQUAL can convey enhanced expository data. (Pitt, 1997; Van Dyke,1997; Landrum
& Prybutok, 2004), and Zeithaml et al. (2002) contended that in data business related conclusions have been
recommended that it is not important to measure the service quality cellular telephone.
Various specialist have similarly demonstrated that high quality service can be a multidimensional and
the estimation that will travel benefits high caliber toward unique market sector in adaption of ethnicities
notwithstanding ethnicities (Alexandris, 2002).
An expanded measure of support great quality is important to keep purchasers from withdrawing their
most recent standard portable (Clemes, 2007). Since the prior 1980s when study started to focus connected with
customer mind inside system section, numerous investigative tests have examined the web connection including
customer mind in addition to service quality. In short, most of the researcher dedicated the customer care So, the
dominant part of investigates gave to customer mind in addition with the quality inside creating portion, fork
confident consciousness of program groups (Mandhachitara, 2011). service magnificence is frequently a
consumer’s all round impact of the practically identical inferiority or superiority of an enterprise and its

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Vol.15, 2015

consequences (Bitner and Hubbert). Mackay and Crompton (1990) characterize service magnificence by the
relationship between what customer actually wishes from the service in addition to what exactly customer
receive. (Parasuraman et al., 1988) contended that service quality is characterized as the complete valuation of a
specific service that results from associating company's execution with the customer all inclusive prospects of
how firms in that industry should complete. service quality is the change between gathered execution of an
service and customers‟ desires Parasuraman et al. (1985, 1988). As per (Parasuraman et al., 1988, 1991;
Gronroos, 1984) service quality is very much characterized as the modification in the midst of customer desire
and impression of the service conveyed to the client.
Oliver 1980 created the hypothesis that there is an immediate relationship in the middle of any
customer‟s accomplishment in addition to customer target usually. Especially it is frequently seen if a customer
sees high caliber of service being extensive, customer could have expansive level of satisfaction . (Ganesh and
Caruana) portrayed that if an undertaking something of which clobbers customer desires, the customer will be
content furthermore liable to be a do customer in the establishment of which supplied the system. That sort of
viewpoint which indicates poor bolster conveyance is huge reason for disappointment between purchasers.
Service quality considered in one of those factors that play a important role in customer satisfaction;
components of customer satisfaction are measured. The distinction between customer satisfaction and service
quality is extremely vital Looy et al (2003). The end of customer satisfaction is the consequence of customer
differentiation of the service quality perceived in a given service meeting, with the apparent service quality.
Moreover the contrast between customer satisfaction and service quality is that real experience of the customer is
the premise of evaluation when measuring customer satisfaction while in estimation of administration quality
client experience is not required. Satisfaction and dissatisfaction measure the capacity of the product or service
to address customer problems and expectations. Choualong with change (2006), within a case study regarding
China mobile, identified hat perceived anticipation, identified excellent, identified value, identified usefulness,
along with identified usability were being vital factors pertaining to customer happiness along with mobile phone
merchandise and services.

Methodology
QUESTIONNAIR DESIGN
This study develops the questionnaire to describe demographic and socioeconomic attributes, and actually the
relationship between brand customer satisfaction, service quality and brand image, toward purchase intention of
mobile phone. Questionnaires are distributed into two types. The first one section describes the socioeconomic
and demographic characteristics, which related to the respondent, of gender, age, income and last one education
level. The second section consists of the information about behavior of purchasing mobile phone, service quality,
customer satisfaction, and brand image.
Gender and education level was measured by the nominal scale while ordinal scale was used to measure
age, and income. The questionnaire was developed in English for the ease of the respondents. To ensure its
validity, scholars review the questionnaire. I use 5 Point likert-type scale to measure the hypotheses of the model.

POPULATION AND SAMPLING

Population
Huysamen 1994, cited in Bull 2005, defines a population as encompassing “the total collection of all members,
cases or elements about which the researcher wishes to draw conclusions.” According to Wilson (2010)
researcher must clearly explain the population before make any selection of sample size. There are a lot of
students in the Pakistan; I only target the students of IUB DMS department Ranger campus Bahawalpur. Our
choice of population is a non-probability. I have just targeted students in my research. It includes all students of

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Vol.15, 2015

department of management sciences, The Islamia University of Bahawalpur Ranger campus, enrolled in different
programmers such as BBA(H0ns). Population of department of management sciences is composed of 180
students that are targeted as a population.
Sampling
Sampling is the process through which some of the respondents are selected from the whole population size and
the results of the respondents selected is then generalized or applied on the whole population. This part of the
chapter illustrates the sample size, sampling choice, sampling strategy and issues related to sampling. As well as
concern of sample size I have chosen 120 sample size from the population of 180. A probability sampling is one
in which every unit in the population has a chance (greater than zero) of being selected in the sample, and this
probability can be accurately determined. The combination of these traits makes it possible to produce unbiased
estimates of population totals, by weighting sampled units according to their probability of selection. Probability
sampling includes: Simple Random Sampling, Systematic
Sampling, and Stratified Sampling, Probability Proportional to Size Sampling, and Cluster or Multistage
Sampling.
These various ways of probability sampling have two things in common:
1. Every element has a known nonzero probability of being sampled and
2. Involves random selection at some point
Stratified Random Sampling
According to Zhang (2007, p. 54), most of the time simple random sampling is not much effective for
heterogeneous population. The division of population in to smaller sets and clusters are known as strata; in this
division of population one component belongs to only one stratum (Anderson, Sweeney & Williams, 2010).
Common personality feature and shared attribute of the members are the basis to form strata in stratified random
sampling (Shuttleworth, 2009) when we will go for random sample we will take each stratum number,
proportional to the stratum size while comparing population. In last to form a random sample these subparts of
the strata are then joined. According to Black (2009) the foremost advantage for using stratified random
sampling method is that it has a capacity to reduce sampling errors. This research depends upon two stratums.
One is public university and other one is private degree awarding institutes.

RELIABILITY TEST
According to (Bryman and Bell, 2003) reliability is concerned with the consistence of the variable. In previous
researches it is found that there are three kinds of reliability namely, internal consistency, split half reliability and
test-retest reliability. All three techniques can be used to confirm the reliability of the hypotheses of a scale but
they depend on diverse methodologies. Internal consistency is the is the key concentration of this study therefore
the current study hired Cronbach‟s alpha to confirm the internal consistency of each hypothesis in order to attain
reliability. According to (Fornell & Larcker, 1981; Nunnally& Bernstein, 1994) the value of 0.7 and above
indicates an acceptable level of internal reliability.
Limitation
There are several limitations relevant with my thesis that suggest several directions for further studies. First one
is that the data was collected from respondents / students living in same area, so our results are not Genaralizable
to other areas region or cultures. This research covers just 120 subscribers to find the conclusion. The respondent
response may be bias and they misrepresent their attitude. Current study only focuses on urban area usage of cell
phone.
There was shortage of time. Research outcomes will only indicate the effect of various factors on
intention to use cell phone on IUB DMS Ranger campus Bahawalpur, Pakistan. Current study is conducted
during recession era; results may be different in case of boom period.
Analysis:
DEMOGRAPHIC PROFILE
Descriptive statistics is used to show the summary of variables and a sample that have been performed. Before
going to the main analyses, misplaced values and possible faults of the data was examined in the data entry. No
cases of the potential errors were revealed by the examination. In the next stage, missing values were analyzed in
data entry. Demographic profile of the respondent includes gender, age, monthly income and qualification level.
Response rate
The data for current study was collected from 120 respondents through a survey instrument, Questionnaire. The
questionnaire was distributed among 120 individuals provided the total response rate of 100 %. The descriptive
statistics used for the current study was gender, age, monthly income level and education level.

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Questionnaire Questionnaire Response rate

delivered received
120 120 100%

Gender of Respondent
The frequency analysis of the questionnaire indicates that o the total of 120 respondents 59.17% were males and
40.83% were females. The results shows that male respondents shows more interest toward current study than
female.

Age of Respondent
The frequency analysis of the questionnaire indicates that of the total of 120 respondents 86.67% were between
20-30 year ages, 11.67% were between 30-40 year ages and 5.6% were above 30 year age. Therefore, the
responses of the variables being identified through the literature are almost represented with youngest responses
of the audience.

Education of Respondent
The majority of the respondent i.e. 70% had a bachelors degree. 26.7% of the respondent had bachelor degree
while 3% had completed MS/ MPhil. Empirical findings of the study shows that maximum number of the
respondent who had participated toward this study had bachelors degree.

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Income of respondent
The frequency analysis of the questionnaire indicates that of the total of 120 respondents 40% have income
below 10000, 25.8% have 10,000-20,000, 17% have 20,000-30,000 and 10% are 30,000-40,000 and only4%
have 40,000-50,000 and at last 3% are more then 50,000.

For the data reliability we use the Cronbach’s alpha test. For this research we analyze all variable to
check the reliability and find that data reliability of my research is (0.730) which is shows that this research is
reliable and authentic.
Reliability Statistics
Cronbach's N of Items
Alpha
.730 4
The model shows the how a all independent variable had the impact on the dependent variable. Through
this R2 analysis shows that the entire variable that we selected had in total 13.8% contribution towards the
purchase intention.
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .399a .159 .138 .50100
a. Predictors: (Constant), SQ, CS, BI
For the significance and relationship among the variables, we analyze correlations analysis of the all
variables, in the analysis we find out that all the variables had a positive and significant relationship. For the
Brand image, it has the (0.001) positive relationship towards the purchase intention. And purchase intention had
(.001) which shows positive relation towards brand image, (0.003) towards customer satisfaction and (0.000)
towards the service Quality which shows that this value is highly positive significant with purchase intention.
Customer satisfaction had (.003) which shows positive relation towards purchase intention, (0.004) towards
brand image and (0.000) towards the service Quality which shows that this value is highly positive significant
with purchase intention.

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Vol.15, 2015

Correlations
BI PI CS SQ
Pearson Correlation 1 .297** .258** .442**
BI Sig. (2-tailed) .001 .004 .000
N 120 120 120 120
** **
Pearson Correlation .297 1 .268 .316**
PI Sig. (2-tailed) .001 .003 .000
N 120 120 120 120
** **
Pearson Correlation .258 .268 1 .239**
CS Sig. (2-tailed) .004 .003 .008
N 120 120 120 120
** ** **
Pearson Correlation .442 .316 .239 1
SQ Sig. (2-tailed) .000 .000 .008
N 120 120 120 120
**. Correlation is significant at the 0.01 level (2-tailed).
ANOVAa
Model Sum of df Mean Square F Sig.
Squares
Regression 5.518 3 1.839 7.327 .000b
1 Residual 29.116 116 .251
Total 34.633 119
a. Dependent Variable: PI
b. Predictors: (Constant), SQ, CS, BI
Service Quality had (.008) which shows positive relation towards customer satisfaction, (0.000) towards
brand image and (0.000) significance level which shows that this value is highly positive significant with
purchase intention.

CONCLUSION
The purpose of this study was to explore the relationship between purchase intention, service quality, customer
satisfaction and brand image in the mobile phone market and these serious worries have acknowledged slight
awareness in the marketing literature. Purposes of this study were to progress a model by using variables
purchase intention, service quality, customer satisfaction and brand image and to find out the association
between purchase intention, service quality, customer satisfaction, brand image. To meet the objectives of this
study previous literature information was reviewed and the gaps in the readings were acknowledged. On the
bases of literature review a conceptual modal was developed to find out the effects of customer satisfaction,
service quality and brand image on purchase intention in Pakistan cell phone industry. The conceptual model
included purchase intention, service quality, customer satisfaction and brand image. Three research hypothesis of
this study were developed, which pointed out the relationship between variables of the proposed model.
Different statistical test are applied using SPSS 17.0 Version. Statistical tools such as Cronbach‟s alpha,
Correlation, Regression, Frequency, and Pie Charts are applied to analyze the data. The Cronbach‟s alpha for
purchase intention was (0.730), an accepted value i.e. more than the standard value of reliability. The model
shows the how the all independent variable had the impact on the dependent variable. Through this R2 analysis
shows that the entire variable that we selected had in total 13.8% contribution towards the purchase intention.
For the significance and relationship among the variables, we analyze correlations analysis of the all variables, in

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Journal of Marketing and Consumer Research www.iiste.org
ISSN 2422-8451 An International Peer-reviewed Journal
Vol.15, 2015

the analysis we find out that all the variables had a positive and significant relationship. For the Brand image, it
has the (0.001) positive relationship towards the purchase intention. And purchase intention had (.001) which
shows positive relation towards brand image, (0.003) towards customer satisfaction and (0.000) towards the
service Quality which shows that this value is highly positive significant with purchase intention. Customer
satisfaction had (.003) which shows positive relation towards purchase intention, (0.004) towards brand image
and (0.000) towards the service Quality which shows that this value is highly positive significant with purchase
intention.
Service Quality had (.008) which shows positive relation towards customer satisfaction, (0.000) towards
brand image and (0.000) significance level which shows that this value is highly positive significant with
purchase intention.

References:
• Lisa Y. Chen (2003) Vol.5, No.2, The quality of mobile shopping system and its impact on purchasing
intention and performance, department of information management.
• Norazah Mohd Suki, Volume 6, Issue 2, 2011 A structural model of customer satisfaction and trust in
vendors involved in mobile commerce
• Labuan School of International Business & Finance, Universiti Malaysia Sabah
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Marketing, 54 (1), 27-41.
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service quality on customers „satisfaction: Empirical evidence from telecom sector of Pakistan.
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and Consequences. International Journal of Marketing Studies, 4(6), pp. 139-156.
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research findings and future priorities.

• An Overview of Customer Satisfaction Models, Willard Hom, M.B.A. Interim Director of

Research ,Policy, Planning & External Affairs Division, Chancellor’s Office, California Community
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switching costs, and customer satisfaction. The Journal of Applied Business and Economics, 9(2), 54-66.
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The International Journal of Quality & Reliability Management, 26(7), 699-711.
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commitment in China. Journal of Technology Management in China, 132-144.
• Parasuraman, A.,Zeithamal, A. V.& Berry, L. L.(1988). SERVQUAL: A multiple-item Scale for
measuring consumer perceptions of service quality. Journal of Retailing 12-40. Park, C. W., Feick, L.
And Mothersbaugh, D. L. (1992). Consumer Knowledge Assessment – How Product Experience and
Knowledge of Brands, Attributes, and Features Affects What We Think We Know, Advances in
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• Thakor, M. V. and Katsanis, L. P. (1997). A Model of Brand and Country Effects on Quality
Dimensions: Issues and Implications, Journal of International Consumer Marketing 9 (3), 79-100.
• Vila, N. and Küster, I. (2011) Consumer feelings and behaviors towards well designed Wan-Jin, L.
(2009). The relationship between web-based service quality and customer loyalty. Nova Southeastern
University
• Websites, Information & Management, 48(4/5), 166-167

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ISSN 2422-8451 An International Peer-reviewed Journal
Vol.15, 2015

Appendix
Questionnaire
Impact of customer satisfaction, service quality, brand image on purchase intention
Dear Reader,
This study is being conducted by BBA student at The Islamia University of Bahawalpur Rangers Campus. The
major objective of the study is to explore the impact of customer satisfaction, service quality, brand image on
purchase intention while purchasing mobile phone among DMS students of IUB Ranger campus Bahawalpur. I
assure you that any response you make will remain confidential and only be used for study purpose.
Section-I

Gender Male Female

Age 20-30 years 30-40 Years 40-50 Years

50-60 years above 60 years

Education Matriculation Intermediate Bachelors

Masters M.S/M. Phil PhD

Income Less than 10,000 10,000-20,000 20,000-30,000

30,000-40,000 40,000-50,000 More than 50,000

Check only one for the responses for each statement below

y Agree

Neutral
Disagre

Disagre
Strongl

Agree
Purchase intention

y
e
1. Style of product is the most persuading factor to purchase products.
1 2 3 4 5

2. Do you prefer discount offer and product quality while purchase a product. 1 2 3 4 5
.
3. Ads of brand attract me to purchase. 1 2 3 4 5
Strongly

Strongly
Neutral

Disagre

Disagre
Agree

Agree

Customer Satisfaction
e

1. Services provided by company have met my overall expectations.

1 2 3 4 e 5
2. I am satisfied with the products and services offered by my service
provider. 1 2 3 4 5
Strongly

Strongly
Neutral

Disagre

Disagre
Agree

Agree

Brand Image
e

1. I am convinced that this mobile phone is a leader in its field.

1 2 3 4 5
2. I am convinced that this mobile phone committed to gender quality. 1 2 3 4 5
3. I feel that this mobile phone is very innovative. 1 2 3 4 5
4. Do you think that this mobile phone is better than others? 1 2 3 4 5
5. I feel that this mobile phone is socially responsible. 1 2 3 4 5
.

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ISSN 2422-8451 An International Peer-reviewed Journal
Vol.15, 2015

Strongl

Strongl
Neutra

Disagr

Disagr
Agree
Agree

ee

ee
Service Quality

y
l
1. When customer has problems the company is sympathetic and
1 2 3 4 5
reassuring
2. It provides online services to customers. 1 2 3 4 5
3. It physically facilitate or visually appealing. 1 2 3 4 5
4. It keeps their records accurately. 1 2 3 4 5

Thank you for your precious time!

186
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