Brand Loyalty of Customers in Smartphone Brands

Kumar, Sushil; Menon, Rahul P.

doi:10.17010/ijom/2017/v47/i3/111417

Cited by 4 publications

(1 citation statement)

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“…This approach introduced by them also helped measure the brand's quantity and sales. The other measurement technique introduced was the probability of the repurchase (Kumar et al, 2017). The method measured the point when the customers were switching to another brand (Mendel et al, 2018).…”

Section: Customer Satisfaction Mediates the Relationship Between Prod...mentioning

confidence: 99%

Contributors of Brand Switching: The Mediating Role of Brand Image and Customer Satisfaction

Fatima

Billah

2022

JISR-MSSE

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The purpose of this study is to investigate the factors contributing to brand switching and how product quality can help maintain a brands competitive position in the market. The direct relationship of brand quality with brand switching was measured through the mediators of customer satisfaction and brand image. The data was collected from 300 top-tier consumer brands. Findings show that brand availability and perception are intrinsically tied to the brand service or product quality. The results demonstrate the role of product quality in influencing customer loyalty and brand image; leading to less brand switching. The novelty of this research lies in that previous relevant research studies focus on the telecommunication and smartphone sector. Our study is the first application of the framework on the fast moving consumer goods industry. In addition, this paper also makes a novel theoretical contribution by applying the Theory of planned behaviour and the Push and Pull theory to a new area of behavioural research. It provides practical implications to the decision makers on engaging the consumers with multiple marketing techniques, increasing the business productivity.

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Section: Customer Satisfaction Mediates the Relationship Between Prod...mentioning

confidence: 99%