Abstract
With increasing technology advancement, online shopping, and growth of affordable segment, smartphone users’ switching behavior is becoming a concern for smartphone companies. To fill the research gap that persists in relation to the switching behavior of smartphone users from a multidimensional view, this study integrates the push-pull-mooring model to investigate and classify factors that affect the switching behavior of smartphone users. To test the hypotheses in relation to different predictors, data were collected from a survey of 246 users of the top ten smartphone brands in China and analyzed using structural model equation through regression analyses. The results revealed that the pull, push, and mooring factors have a significant impact on the switching behavior of smartphone users. While the pull effects have a stronger impact than push effects, the mooring factors were found to have a significant and strongest effect on smartphone users’ switching behavior. In particular, subjective norm showed the greatest impact on switching behavior, product quality and obsolete features showed significant and weak impact while brand image, switching cost, and poor customer service did not show any significant impact. These findings provide useful implications and insights for smartphone brands to develop competitive strategies for customer relationship management.
Highlights
In the contemporary era, the use of smartphones has become an integral part of the everyday life of customers across all demographics and globally
We propose that the PPM model can be used as a significant theoretical lens in this study to understand different factors affecting the brand switching behavior of smartphone users across different categories, namely, push, pull, and mooring factors. is model will help to explain why customers migrate from one brand to another over an extended period of time [10]
The questionnaire comprises of total 25 items based on the seven variables that have been taken from previous research studies in this area. e questionnaire comprised of two sections: demographic and main sections where the demographic section comprised of questions related to age, gender, income, and occupation of the participants and the main section comprised of questions to measure the main variables of this study
Summary
The use of smartphones has become an integral part of the everyday life of customers across all demographics and globally. Is study seeks to conduct an analysis of a holistic view of different categories of factors affecting the brand switching behavior of Chinese smartphone users, thereby contributing to the literature on switching behavior. We propose that the PPM model can be used as a significant theoretical lens in this study to understand different factors affecting the brand switching behavior of smartphone users across different categories, namely, push, pull, and mooring factors. We identify key predictors of brand switching behavior used in the migration literature and fit those into a unifying model to understand the switching behavior of smartphone brand users, which will create useful insights for marketers about their existing as well as potential customers, thereby assisting to develop better business strategies. Limitations of this study are discussed along with directions for future research in this area
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