Brand Switching and Loyalty for Services

Penelitian ini bertujuan untuk mengetahui pengaruh Harga, Atribut Produk, dan Iklan sebagai variabel independen, kemudian Perpindahan Merek sebagai variabel dependen. Populasi dalam penelitian ini adalah pengguna Smartphone Samsung yang sempat melakukan Perpindahan Merek dari Smartphone lain di Kecamatan Pamulang Tangerang Selatan. Ukuran sampel diambil dari 75 responden dengan metode pengambilan sample Non Probability Sampling dengan metode Purposive Sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner. Teknik analisis menggunakan metode PLS/Partial Least Square). Berdasarkan hasil penholahan data dengan PLS memiliki hasil bahwa (1) Harga tidak berpengaruh signifikan terhadap Perpindahan Merek dengan nilai P Values sebesar 0,427. (2) Atribut Produk tidak berpengaruh signifikan terhadap Perpindahan Merek dengan nilai P Values sebesar 0,537. (3) Iklan berpengaruh signifikan terhadap Perpindahan Merek dengan nilai P Values sebesar 0,004.

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PLUMMETING CONSUMERS' BRAND SWITCHING BEHAVIOUR USING A HOLISTIC PRODUCT STRATEGY IN THE ZIMBABWEAN COLA INDUSTRY

Business Excellence and Management ◽

10.24818/beman/2021.11.3-06 ◽

2021 ◽

Vol 11 (3) ◽

Author(s):

Forbes Makudza ◽

Gratitude Tasara ◽

Gibson Muridzi

Keyword(s):

Product Quality ◽

Holistic Approach ◽

Theoretical Modelling ◽

Equation Modeling ◽

Product Strategy ◽

Product Price ◽

Marketing Orientation ◽

Brand Switching ◽

Switching Behaviour ◽

Effective Product

The study was driven by the need to elevate consumers switching costs so as to minimise consumer churning behaviour. The purpose of this study was to examine the effect of the product strategy on consumers brand switching intention behaviour. A marketing orientation of managing a product from a holistic approach was adopted and that was informed by previous theoretical modelling. The study followed a quantitative approach in the cola industry in Zimbabwe. Data was collected using questionnaires from a sample size of 432 respondents. Structural Equation Modeling (SEM) - Amos Graphics was used to analyse data. The study confirmed that a holistic approach to product strategy is statistically significant in minimising churning behaviour of customers. Product availability and product quality were inversely influencing behavioural intention to switch brands whilst product price recorded a significant positive impact. Product range had an insignificant association with consumer attrition. The study concluded that consumers switching behaviour can be managed through a well implemented product strategy. To plummet brand switching behaviour, the study recommends effective product pricing, effective product distribution and improvements in product quality.

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PENGARUH DISPLAY ROKOK TERHADAP UNPLANNED PURCHASE DAN BRAND SWITCHING PADA WARUNG TRADISIONAL

JWM (Jurnal Wawasan Manajemen) ◽

10.20527/jwm.v7i1.174 ◽

2019 ◽

Vol 7 (1) ◽

pp. 33

Author(s):

Said Muhammad Haidir ◽

Muhammad Riza Firdaus ◽

Ahmad Rifani

Keyword(s):

Structural Equation ◽

Sampling Technique ◽

Probability Sampling ◽

Purposive Sampling ◽

Brand Switching

<p><em>The purpose of this research were to analyze and to find out the effect of cigarette displays to unplanned purchases and brand switching at traditional outlets.This research used Non Probability Sampling and Purposive Sampling technique, with samples of 132 respondents of adult smokers. Totally there were 20 traditional outlets for the location of the research. The instrument of this research was questionnaires and the data were analyzed with Structural Equation ModelAMOS.The first result of this research showed that the cigarette displays had significant effects and positive trends to unplanned purchases. It means that because the cigarette displays were easy to be seen, easy to be obtained, easy to be remembered, and they were well arranged, they will encourage unplanned purchases. Another result showed that the cigarette displays did not have effects and negative trends to brand switching, it means that although cigarette displays were easy to be seen, easy to be obtained, easy to be remembered, and the cigarettes were well arranged, they did not affect consumers to do brand switching. Thus, brand switching was influenced by other factors. </em></p>

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Antecedents of smartphone brand switching: a push–pull–mooring framework

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-06-2020-0397 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Junyun Liao ◽

Muhua Li ◽

Haiying Wei ◽

Zelin Tong

Keyword(s):

Structural Equation ◽

Content Type ◽

Brand Switching ◽

Equation Modelling ◽

Emotional Commitment ◽

Alternative Attractiveness ◽

Fierce Competition ◽

Push Factor ◽

Positive Effect ◽

Modelling Approach

PurposeRecent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push–pull–mooring (PPM) framework, this study aims to explore the drivers of users' intentions to switch from their current smartphone brands.Design/methodology/approachBased on previous literature and the characteristics of the smartphone purchase, this study identified one pushing, two pulling and five mooring factors. Online questionnaires were collected to test hypotheses using the structural equation modelling approach. An additional netnography study provides further support to the hypotheses.FindingsResults show that regret is a push factor that enhances consumers' switching intentions. Moreover, two pull factors, subjective norms and alternative attractiveness positively influence consumers' switching intentions. Finally, switching costs, emotional commitment and brand community engagement are mooring factors that negatively affect brand-switching intention, whereas consumers' variety seeking has a positive effect.Originality/valueThis study enriches the brand switching literature and offers significant implications for customer retention.

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