Despite the fact that there is a plethora of research regarding the mobile phone feature preferences, there appears to be lack of research regarding the relationship between the feature preferences and their relationship between customer satisfaction and repurchase intent. Therefore the objective of this research is to investigate the mobile phone feature preferences among male respondents in Finland. In conjunction with this the conceptualization of the feature preferences is studied as well as their relationship to customer satisfaction and repurchase intent of the mobile phone. The results indicate that battery/talk time is the most important feature for the respondents. The respondents perceive there to be six logical factors among the feature preferences as follows: business functionality, support functions, aesthetics + design, parts + processes, solidity, and tones + games. The first three correlate with customer satisfaction, and only the business functionality factor correlates with repurchase intent. Finally the relationship between customer satisfaction and repurchase intent is investigated, and comparisons to similar studies are made. Limitations and managerial implications are discussed.

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Purpose Brand communities are an increasingly important way for brands to interact with their customers, as they give brands an opportunity to learn from and interact with people with a demonstrated interest in the brand. Literature has explored the difference between lurkers and posters within these brand communities. However, there are other ways to segment members, just as there are many ways to segment customers of products and services – and this paper aims to be a step toward going beyond simple lurking vs posting behavior as a means of differentiating community members. As such, the purpose of this paper is to segment brand communities based on not only their participation behavior but also their identification with the brand community, loyalty and benefits gained from membership. Design/methodology/approach This study used a cross-sectional survey of members of various brand communities in North America. Partial least squares structural equation modeling together with finite mixture partial least squares and prediction-oriented segmentation was used to discover the distinct segments of brand community members. Findings The findings indicate that there are two distinct segments that behave differently regarding their behavior, attitudes and motives. Segment one has a stronger relationship between identification and other outcomes and is also more motivated by social enhancement than segment two. Thus, it is clear that brand community members can be segmented and served based on more than their posting behavior. Originality/value The members of brand communities have often been thought of as homogeneous. This paper is unique in identifying heterogeneity among the members of the brand community and demonstrates the need for brand community managers to identify these differences and manage the brand community accordingly.

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