Brand Premium, Ecosystem Experience, Service Quality, and Brand Awareness Affecting Customer Loyalty Toward Dominant Smartphone Brands Among Generation Z Chinese Customers

Guanxiong Qin; Lalita Puangmaha

doi:10.63944/klf02.JFEMR

Brand Premium, Ecosystem Experience, Service Quality, and Brand Awareness Affecting Customer Loyalty Toward Dominant Smartphone Brands Among Generation Z Chinese Customers

Guanxiong Qin (Author)

Faculty of Management Science, Dhonburi Rajabhat University

Lalita Puangmaha (Primary Contact)

Faculty of Management Science, Dhonburi Rajabhat University

DOI:https://doi.org/10.63944/klf02.JFEMR

Published

31-08-2026

Abstract: The research objectives were 1) to study brand premium, ecosystem experience, service quality, and brand awareness in relation to customer loyalty toward dominant smartphone brands among Generation Z Chinese customers, and 2) to analyze the influence of brand premium, ecosystem experience, service quality, and brand awareness on customer loyalty toward dominant smartphone brands among Generation Z Chinese customers. The sample were 400 Chinese Generation Z customers who had continuously used one of the dominant smartphone brands for at least six months, selected using purposive sampling. The instrument used was a structured questionnaire. The data were analyzed using descriptive statistics, reliability and validity tests, Pearson correlation analysis, and multiple regression analysis. The findings revealed that 1) brand premium, ecosystem experience, service quality, and brand awareness were significantly related to customer loyalty toward dominant smartphone brands among Generation Z Chinese customers (p < 0.001), and 2) the multiple regression analysis indicated that brand premium, ecosystem experience, service quality, and brand awareness had significant positive effects on customer loyalty toward dominant smartphone brands among Generation Z Chinese customers (p < 0.001). Among these factors, ecosystem experience had the strongest influence (β = 0.223). In addition, the regression model explained 27.7% of the variance in customer loyalty (R² = 0.277).

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Brand Premium, Ecosystem Experience, Service Quality, and Brand Awareness Affecting Customer Loyalty Toward Dominant Smartphone Brands Among Generation Z Chinese Customers

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