IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/jmmr262.html
   My bibliography  Save this paper

Gen Z Switching Behaviour in Indonesia Smartphone Industry

Author

Listed:
  • Timotius

    (Trisakti School of Management, Jl. Kyai Tapa No.20, 11440, Jakarta, Indonesia Author-2-Name: Klemens W. Prasastyo Author-2-Workplace-Name: Trisakti School of Management, Jl. Kyai Tapa No.20, 11440, Jakarta, Indonesia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - This paper investigates the effect of satisfaction, product consumption, values on the brand commitment, and switching behaviour of Gen Z in the Indonesian smartphone industry. The study focuses on the potential of this generation as a big smartphone market in Indonesia. The behaviour of Gen Z in switching its smartphone brand is also examined. Methodology/Technique - This research evaluates the relationship between variables and their mediation using the PLS-SEM approach. A total of 944 Gen Z's responses were collected through a face-to-face paper-based questionnaire from 4 capital cities of 4 provinces in Java Island. Findings - According to the results, satisfaction significantly influences brand switching. Product consumption value is essential in boosting commitment, an essential aspect that influences the switching of smartphone brands. Previous studies established that commitment mediates between product consumption values and brand switching behaviour. However, it has no mediation effect between satisfaction and brand switching behaviour. Novelty - This research provides new theoretical insight, specifically showing that Gen Z product consumption values and brand commitment could drive them to switch their smartphone brand. These two aspects mediate between product consumption value commitment and brand switching behaviour. Type of Paper - Empirical.

Suggested Citation

  • Timotius, 2020. "Gen Z Switching Behaviour in Indonesia Smartphone Industry," GATR Journals jmmr262, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr262
    as

    Download full text from publisher

    File URL: http://gatrenterprise.com/GATRJournals/JMMR/pdf_files/JMMRVol5(4)2020/8.Timotius.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Shukla, Paurav & Banerjee, Madhumita & Singh, Jaywant, 2016. "Customer commitment to luxury brands: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 69(1), pages 323-331.
    2. Philip Kotler & Kevin Keller & Delphine Manceau & Aurélie Hemonnet-Goujot, 2019. "Marketing Management (16e édition)," Post-Print hal-02176421, HAL.
    3. Budac Adriana-Camelia, 2015. "Next generations of consumers – challenges and opportunities for brands," Bulletin of Taras Shevchenko National University of Kyiv. Economics. Вісник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя: Економiка, CyberLeninka;Издательско-полиграфический центр «Киевский университет», issue 6 (171), pages 6-10.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Raza, Ali & Wasim, Manahil & Ishaq, Muhammad Ishtiaq, 2024. "Virtual reality-based product displays to inspire consumers’ purchase intentions: An experimental study," Journal of Business Research, Elsevier, vol. 175(C).
    2. Cristini, Hélène & Kauppinen-Räisänen, Hannele & Barthod-Prothade, Mireille & Woodside, Arch, 2017. "Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformations," Journal of Business Research, Elsevier, vol. 70(C), pages 101-107.
    3. Jose Ribamar Siqueira Junior & Enrique Horst & German Molina & Laura H. Gunn & Felipe Reinoso-Carvalho & Burcu Sezen & Nathalie Peña-García, 2023. "Branding in the eye of the storm: the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 95-115, March.
    4. Zahra MajlesiRad & Abdol Hamid Haji pour Shoushtari, 2020. "Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand," Future Business Journal, Springer, vol. 6(1), pages 1-19, December.
    5. Rodríguez-Rad, Carlos & Sánchez del Rio-Vázquez, María-Elena, 2023. "The relevance of participation Behavior, organizational Commitment, and attitudinal loyalty to the management of professional associations," Journal of Business Research, Elsevier, vol. 154(C).
    6. Khan, Imran & Hollebeek, Linda D. & Fatma, Mobin & Islam, Jamid Ul & Riivits-Arkonsuo, Iivi, 2020. "Customer experience and commitment in retailing: Does customer age matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Anwar Sadat Shimul & Ian Phau & Michael Lwin, 2019. "Conceptualising luxury brand attachment: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 675-690, November.
    8. Singh, Jaywant & Shukla, Paurav & Schlegelmilch, Bodo B., 2022. "Desire, need, and obligation: Examining commitment to luxury brands in emerging markets," International Business Review, Elsevier, vol. 31(3).
    9. Odai Falah Mohammad AL-Ghaswyneh, 2020. "Marketing universities’ services role in providing financial resources," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 25(3), pages 65-75, December.
    10. Chailan, Claude, 2018. "Art as a means to recreate luxury brands' rarity and value," Journal of Business Research, Elsevier, vol. 85(C), pages 414-423.
    11. Thomas O. Uitz & Eva Jancikova, 2021. "Service Failures and How the Perception of Justice Affects the Level of Satisfaction," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 105-117.
    12. Rocío G. Martínez & Ramon A. Carrasco & Cristina Sanchez-Figueroa & Diana Gavilan, 2021. "An RFM Model Customizable to Product Catalogues and Marketing Criteria Using Fuzzy Linguistic Models: Case Study of a Retail Business," Mathematics, MDPI, vol. 9(16), pages 1-31, August.
    13. Koryoe Anim-Wright & Rhodalene Amartey, 2024. "Examining the Effect of Brand Like and Brand Love on Brand Loyalty," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(2), pages 1-51, March.
    14. Kapferer, Jean-Noël & Valette-Florence, Pierre, 2018. "The impact of brand penetration and awareness on luxury brand desirability:," Journal of Business Research, Elsevier, vol. 83(C), pages 38-50.
    15. Attor Cleophas & Jibril Abdul Bashiru & Amoah John & Chovancova Miloslava, 2022. "Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana," Management & Marketing, Sciendo, vol. 17(2), pages 156-177, June.
    16. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    17. Sangjae Lee & Kun Chang Lee, 2020. "Comparative Study of Service Quality on VIP Customer Satisfaction in Internet Banking: South Korea Case," Sustainability, MDPI, vol. 12(16), pages 1-21, August.
    18. Antonio Kuzmanić & Jasmina Dlačić & Borut Milfelner, 2023. "Service Recovery Satisfaction and Commitment in the Context of Spectator Sport Industry: Study on Croatian Football Consumers," Central European Business Review, Prague University of Economics and Business, vol. 2023(2), pages 61-85.
    19. Das, Gopal & Agarwal, James & Malhotra, Naresh K. & Varshneya, Geetika, 2019. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality," Journal of Business Research, Elsevier, vol. 95(C), pages 479-490.
    20. Shimul, Anwar Sadat & Phau, Ian, 2018. "Consumer advocacy for luxury brands," Australasian marketing journal, Elsevier, vol. 26(3), pages 264-271.

    More about this item

    Keywords

    Product Consumption Values; Satisfaction; Brand Commitment; Brand Switching Behaviour; Gen Z; Smartphone;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gtr:gatrjs:jmmr262. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.