Exploring the Emergence of Luxury Smartphones and Switching Behaviour

The evolution of the smartphone has influenced consumer behaviour and choice significantly in recent times. Mobile phone technology was initially used only for communication purposes, but has recently advanced to include additional features that have created a larger market which has altered the purchase behaviour of consumers. In this modern era of technological advancement, users of mobile phones expect other features such as media support, internet connectivity and special applications. Smartphones to a large extent have redefined our identities and remodelled our perspectives about our daily activities, including the delivery of education, how we communicate and our shopping experience. A recent shift towards luxury smartphones means the expectation of luxury smartphone manufacturers is ultimately to consolidate customer loyalty through improved user experiences. Luxury is regarded by consumers as a value added experience, which is an intangible benefit beyond functional utility that consolidates consumer–brand relationships. The management of luxury smartphones is a key marketing function. Hence, a strong and healthy brand is instrumental in creating sustainable competitive advantage and the transition to a relationship marketing paradigm that places brand loyalty at the heart of customer relational strength. It is widely accepted that brand loyalty has traditionally been perceived as a behavioural construct relating to intentions towards repeat purchases. This chapter aims to provide some insights into brand switching in the luxury smartphone industry and it offers insights for marketers and scholars interested in the development of related marketing plans.