Brand Switching Research Articles

Service Quality and Brand Switching Behaviour in Private Healthcare Centres in Uyo, Nigeria

The study centered on service quality and brand switching behaviour in private healthcare centres inUyo, Nigeria. Three objectives, research questions and research hypotheses were formulated for the study. The population of the study was 210, while the sample size was 138, as determined using Taro Yamane sample size determination technique. Survey research design was used in the study. Using simple linear regression analysis, results from the analysis showed that availability of healthcare personnel and time spent by patients has positive and significant effects on patients’ switching behaviour in private healthcare centers in Uyo, Nigeria. It was concluded that service quality has positive and significant effect on patients witching behaviour in the studied healthcare centres in Uyo, Nigeria. The researcher recommended that management of the studied healthcare centers in Uyo metropolis should improve their working conditions as this will help guarantee the availability of healthcare personnel. Also, time spent by patients should equally be reduced across all units as this will help healthcare personnel to cope with their workloads, leading to negative patients switching behaviours.

Can favourite fashion brands offer variety? Female shoppers’ variety seeking and commitment to frequently purchased fashion brands

ABSTRACT As consumers search for new styles, escape boredom, or update their wardrobe, brands offer new collections that promote new looks to create sales. While past studies have examined variety-seeking behaviour within the context of brand switching or seeking new brands, less is known about consumer shopping tendencies within the context of ‘frequently purchased brands’. This study examines the extent to which consumers search beyond their favoured basket of fashion brands by investigating variety-seeking behaviour, attractiveness of alternative brands, satisfaction with brands, and brand commitment. An online survey was used to collect data from 242 female consumers. The results suggest that female consumers’ variety-seeking behaviour may weaken their relationship with favoured fashion brands as they seek alternative choices while highlighting the importance of strategically leveraging the pre-existing brand-consumer relationship. This study adds to the fashion literature where fashion consumption related to variety-seeking and brand commitment are examined.

Pengaruh Kualitas Layanan terhadap Loyalitas dengan Kepuasan Nasabah sebagai Variabel Mediasi

Customer satisfaction has become a central concept in marketing theory and practice, and is one of the essential goals for business activities. Basically, customer satisfaction and dissatisfaction with a product or service will affect subsequent customer behavior. Customers who are satisfied will show a high probability of customers returning to use the same product or service. According to Syah (2021), satisfied customers also tend to provide good references to the product or service to others. Meanwhile, dissatisfied customers can cause negative attitudes towards the brand or manufacturer or service provider, even distributors, reduced likelihood of repeat purchases, brand switching, and various types of complaint behavior.

The Effect of Social Media Influencer on Brand Switching Behavior of Millennial and Generation Z

This study examines the effect of social media influencers on brand switching behaviors among Millennials and Generation Z in urban areas of Nepal, specifically focusing on the major cities of Kathmandu and Lalitpur. A sample size of 150 respondents was determined using the rule of 1:10. Data were analyzed using regression analysis to assess the relationships between social media influencers and brand switching. The findings indicate that social media influencers play a significant role in influencing customer decisions regarding brand switching. In contrast, opinion leaders and celebrities did not show any significant influence on this behavior. This suggests that social network users, particularly younger consumers, have a substantial impact on brand switching behaviors. The study also highlights the prevalent use of social media among younger demographics, particularly on platforms like Instagram, reinforcing the importance of social media in shaping consumer choices and opinions. The results have important implications for businesses operating in the digital age. By effectively leveraging social media influencers, companies can better tap into the preferences and motivations of Millennials and Generation Z, ultimately fostering brand loyalty and trust. Overall, this research contributes to the understanding of the dynamics between social media influencers and consumer behavior, emphasizing the need for businesses to adapt their marketing strategies to engage effectively with younger consumers in an increasingly digital marketplace.

The The Influence of Instagram Social Media Marketing, E-WOM, and Co-Branding on Brand Switching Behavior from Other Shoe Brands to Aerostreet Shoes through Purchase Intention (Survey of Aerostreet Shoe Consumers in Kuningan Regency)

This study aims to determine the direct and indirect influence of Instagram as social media marketing, electronic word of mouth and co-branding on brand switching behavior through purchasing interest in Aerostreet shoe products. Sample in this research were people who are consumers of Aerostreet shoes as many as 120 samples. questionnaire used as the research instrument containing statements and distributed via Google form. SEM AMOS ver. 23 used as data proccesed in this research. The results showed: Instagram social media marketing has a significant and positive impact on purchase intention. Electronic word of mouth has a positive and significant effect on purchase intention. Cobranding has a positive and significant effect on purchase intention. Purchase Intention has a positive effect on brand switching. Instagram social media marketing has no effect and insignificant on brand switching. Electronic word of mouth has no effect and insignificant on brand switching. Co-branding has no effect and insignificant on brand switching. Purchase Intention can mediate the influences of Instagram social media marketing on brand switchin. Purchase Intention can mediate the influences of electronic word of mouth on brand switching. Purchase Intention can mediate the impact of co-branding on brand switching.

명품 화장품에 대한 관계혜택이 전환장벽과 브랜드 충성도에 미치는 영향 - 온라인 및 오프라인 소매업태의 조절효과를 중심으로

This research explores the impact of relational benefits, which are the advantages gained from a sustained relationship with a specific brand, on switching barriers and brand loyalty among female consumers aged 20 to 50 residing in China when purchasing luxury cosmetics. The research analyzes the influence difference between different retail formats online and offline, aiming to reveal the shifting psychological dynamics of consumers amid the latest changes in China's consumer market. Using SPSS and AMOS programs, data from 500 participants were analyzed, with a focus on seven types of relational benefits: experiential benefits, confidence benefits, special treatment benefits, convenience benefits, economic benefits, information benefits and risk reduction benefits. The results indicate that relational benefits significantly enhance switching barriers and brand loyalty, and these effects vary distinctly between online and offline retail channels. The findings offer valuable insights for luxury cosmetic brands to formulate effective strategies in the Chinese market.

The Effect of Product Attributes, Brand Image, and Variety Seeking on Brand Switching of Lemonilo Instant Noodles

This study aims to analyze the effect of product attributes, brand image, and variety-seeking behavior on brand switching from other brands to Lemonilo instant noodles. This research is quantitative, utilizing a non-probability sampling method and purposive sampling technique. The sample size of this study consists of 100 respondents. The analytical method used is multiple linear regression analysis. Research results show that product attributes, brand image, and variety seeking have a positive effect on brand switching from other brands to Lemonilo instant noodles.

Pandemic‐led brand switch: Consumer stickiness for private‐label brands

AbstractThe onset of COVID‐19 resulted in unprecedented shopping behavior, leading to product scarcity and empty store shelves, making consumers shift towards purchasing private‐label store brands. In this research, we aim to understand the role of the pandemic in influencing the preference for private‐label products. Using secondary data, we offer longitudinal evidence that although national and private‐label brand sales increased equally during the peak pandemic period, the growth rate for national brands subsided in the post‐pandemic years, but that of private‐label brands sustained its upward trend. Further, using experimental design, we test this phenomenon and find that greater availability of private‐label brands during the pandemic resulted in higher perceived brand‐helpfulness, which evoked brand attachment and persuaded the customers to continue repurchasing. Our research thus contributes by providing unique insights that can help brands strategize effectively and ensure continued brand attachment in the post‐pandemic period, and additionally, help brands retain customers and foster loyalty during crises.

Analysis of the Influence of Prior Experience & Product Knowledge on the Decision to Make Brand Switching Mediated by Satisfaction in Purchasing Adventure Motorcycles

This study aims to ascertain and evaluate the Prior Influence of Experience, Product Knowledge, and Satisfaction on Consumer Decisions Performing Brand Switching in Purchasing Motor Adventure Products. Technique Sampling is determined by purposive sampling, where there are criteria respondents, but it also uses the accidental method of determining the sample based on coincidence where anyone happens to meet the researcher which can be used as a sample by distributing questionnaires to members of the adventure motorcycle community The analytical technique applied is the descriptive analysis technique, Partial Last Square (PLS) statistical analysis method for looking for inner models, outer models, and hypotheses. The results of this study show acceptance of the entire hypothesis, namely the existence of a noteworthy and favorable influence on prior experience (X1), product knowledge (X2), and satisfaction factors (X3) on Consumer Decisions to Brand Switching in Purchasing Motorcycle Adventure Products.

Inward negative emotions and brand hate in users of snow-sports’ brands

PurposeThe aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver of negative consumer behavioural intentions.Design/methodology/approachThis study takes a quantitative approach, using a sample of 300 Spain-based users of snow-sports brands. After validating the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth.FindingsThe results showed that collective and individual consumer-brand relationships (negative brand experience, consumer-based brand equity and symbolic incongruence) impact inward negative emotions towards snow-sports brands. Inward negative emotions directly influence brand hate, which in turn affects consumers’ intention to avoid brands, switch brands and engage in negative word-of-mouth.Originality/valueThis research provides novel insights into how individual and collective brand-centric relationships evoke inward negative emotions towards extreme sports’ brands, which in turn increases brand hate, and expands knowledge of how brand hate might increase the consumer’s intentions to avoid the brand, intention to switch brands and intention to engage in negative word-of-mouth.

Coping mechanism beyond brand forgiveness: do individual personality traits matter among online shoppers?

PurposeThis study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer personality traits, in triggering brand-hate emotions. Additionally, the link between brand hate and brand forgiveness was also taken into account, as well as the moderating impact of personality attributes. The impact of brand forgiveness on consumer coping behavior was investigated, particularly for brand switching (flight) and negative word-of-mouth (NWOM) (fight) on Indian e-commerce shopping websites/apps.Design/methodology/approachUsing a structured questionnaire survey and a nonprobability purposive sampling approach, data were obtained from 438 online shoppers who had experienced hate directed at a particular shopping website or app. The hypotheses were tested statistically using partial least squares (PLS) structural equation modeling with SmartPLS 4 software.FindingsFirst, the findings demonstrate that agreeableness, extraversion and neuroticism significantly affected brand hate. Second, the results indicate that personality traits, particularly extraversion and conscientiousness from the Big-Five model, play a substantial role in moderating the relationship between brand hate and brand forgiveness. Third, the study also reveals the significance of brand forgiveness in mitigating the adverse consequences of NWOM and brand switching in the context of e-commerce platforms.Practical implicationsPractical steps such as complaint-management processes and prompt resolutions through an appropriate means of active interaction and understanding the consumer’s personality when their concerns are heard and handled can help brand managers earn customers’ forgiveness and reduce brand hate toward e-commerce websites/apps.Originality/valueBased on the authors’ understanding, this study is the initial one to incorporate brand hate, brand forgiveness and coping strategies into the model in a service context with the interaction effect of consumer personality traits.

Unveiling Smartphone Brand Switching: Insights from Consumer Behavior Analysis

Unveiling Smartphone Brand Switching: Insights from Consumer Behavior Analysis

Brand Churn A Significant Percentage of Customers Leaving for Competitors

Abstract: Brand churn, characterized by a significant percentage of customers leaving for competitors, poses a substantial challenge for businesses across industries. To understand the underlying factors contributing to brand churn and devise effective retention strategies, a survey questionnaire method was employed. The questionnaire was designed to gather insights into customers' reasons for switching brands, their perceptions of competitor offerings, and their preferences for brand loyalty incentives. A diverse sample of respondents representing various demographic segments and purchasing behaviours was targeted to ensure comprehensive data collection. The survey findings revealed key drivers of brand churn, including dissatisfaction with product quality, pricing competitiveness, and customer service experiences. Additionally, insights into customers' perceptions of competitor brands and the effectiveness of loyalty programs in retaining customers were garnered. The results of this survey provide valuable insights for businesses seeking to mitigate brand churn by addressing customer needs and preferences effectively. By implementing targeted retention strategies informed by these findings, businesses can enhance customer loyalty, reduce churn rates, and maintain a competitive edge in the marketplace.

The Impact of Customer Online Reviews on Purchase Decision in Vietnam: Using Brand Switching as A Mediator

The Impact of Customer Online Reviews on Purchase Decision in Vietnam: Using Brand Switching as A Mediator

PENGARUH WORD OF MOUTH, DISSATISFACTION, VARIETY SEEKING TERHADAP BRAND SWITCHING JASA KURIR J&T EXPRESS

The intense competition among courier service brands has led some consumers to choose to use J&T Express because it is considered better than other courier service brands. Factors that can influence this brand switching are word of mouth information from consumers, dissatisfaction, and the search for new variations. This study aims to analyze the influence of word of mouth on brand switching in J&T Express courier services, analyze the influence of dissatisfaction on brand switching in J&T Express courier services, analyze the influence of variety seeking on brand switching in J&T Express courier services, and the influence of word of mouth, dissatisfaction, and variety seeking on brand switching in J&T Express courier services. Sampling was done through probability sampling technique using 100 respondents as samples. The data analysis methods used are validity test, reliability test, classic assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study indicate that word of mouth, dissatisfaction, and variety seeking have a significant and simultaneous effect on brand switching.

Factors Influencing Brand Switching in Mobile Telecommunication Industry in Bangladesh

Today telecommunications industry is a key indicator of productivity across economies and societies. In recent times, developing nations have witnessed significant transformation within this sector due to the impact it has had on their economies. Higher the degree of competiveness among the brands available to the consumers, higher would be the intensity of brand switching. This research has been conducted in order to examine the factors influencing brand switching in mobile telecommunication industry in Bangladesh. Qualitative and quantitative methods have been developed a strong base of research. Primary data for research has been collected through an interview schedule from 80 mobile subscribers in Bangladesh. Data were coded and analyzed by using SPSS and Excel. The results of research suggest that service charge is the most influential factor on brand switching in telecommunication sector. Other factors that have been found influential factor on brand switching were poor customer care service of previous operator, occupation and economic circumstances, switching cost, better service availability, wide and strong network. So the mobile operator and other related agencies should provide better service to the customers for reducing brand switching of mobile telecommunication industry in Bangladesh.

Pengaruh Brand Image, E-Service Quality, E-Wom terhadap Brand Switching pada Pengguna Kartu Axis di Kota Bandung

This research was conducted at PT. XL Axiata Tbk with the aim of understanding the influence of brand image, electronic service quality and e-WOM on users' tendency to switch brands. A quantitative approach was used in this research involving 400 respondents as samples. The non-propability sampling method was used by distributing questionnaires to Axis card users in Bandung City. The research results show that brand image, electronic service quality, and e-WOM have a positive and significant influence on users' tendency to switch brands. Simultaneously, these three variables also have a positive and significant effect on users' tendency to switch brands. In conclusion, these findings provide valuable insight for PT. XL Axiata Tbk in designing more effective marketing and service strategies to maintain and increase their Axis customer base. Keywords: Brand Image, Brand Switching, E-Service Quality, E-Wom

Brand Equity Analysis of Formula Milk for Age 1-3 Years Old at Integrated Healthcare Center Mawar IX Bandung

This study aims to describe the characteristics of consumers in purchasing formula milk products aged 1-3 years and to analyze the brand equity of formula milk aged 1-3 years at Integrated Healthcare Center Mawar IX, RW 9, Cipamokolan Village, Rancasari District, Bandung City. The method used mixed research methods and sample taking used a purposive sampling technique. Based on observations, there were 51 people who suit the criteria. Data were analyzed using descriptive analysis, Cochran test, brand switching pattern matrix, and estimation of market share. Based on research, the characteristics of its consumers are dominated by housewives aged 19-34 years with undergraduate/postgraduate graduates who have children aged 12-23 months with an income of IDR 500,000-5,000,000 and expenditures of IDR 100,000-3,000,000 per month regarding knowledge of child nutrition and obtaining information regarding formula milk from advertisements so that they buy formula milk with a frequency of 1-2 times/month and a small product volume. The results show that Dancow Batita and SGM have a fairly strong brand equity value where these two brands have a brand image with 11 brand associations and a good quality perception. SGM outperformed brand awareness and estimated market share, while Dancow Batita led in brand loyalty. While both brands are equally superior for brand association and perceived quality.

An Investigation into Consumer Brand Loyalty in the Personal Care Product Industry

Now a days consumer are more aware about personal care products. If they are addicted some products, which time the brand loyalty will create. So in this field there are more competitors provides same products but different types like attract to cover the consumers. Brand switching will happen at that time. This study analyse the brand loyalty for personal care products among consumer. The study examined the impact of demographic characteristics on customer brand loyalty and switching behaviours in a specific product category. The sample size is 177. To indicate the amount of correlation between the variables, chi-square test was used. Results show that among that demography variables have the most significant impact on consumer’s brand loyalty. Key Words: brand loyalty, brand switching, personal care products.

The Effect of Variety Seeking, Dissatisfaction, and Service Quality Toward Brand Switching on Netflix Streaming Service

Research Aims: This study aims to investigate the factors influencing brand switching behavior among streaming service subscribers in Indonesia, specifically focusing on the impact of consumer variety-seeking, dissatisfaction, and service quality on the decline of Netflix subscriptions.
 Design/Methodology/Approach: Conducted as a quantitative research endeavor, this study employs multiple linear regression analysis through the utilization of SPSS software. The research sample comprises 220 former Netflix subscribers who have transitioned to other streaming services. By examining the relationships between consumer variety-seeking, dissatisfaction, service quality, and brand switching, the study seeks to provide a nuanced understanding of the dynamics influencing subscriber preferences in the competitive streaming landscape.
 Research Findings: The findings of this study reveal compelling insights into the key drivers behind brand switching among streaming service subscribers in Indonesia. Consumer variety-seeking behavior, dissatisfaction with Netflix services, and perceived service quality emerge as significant factors contributing to the observed decline in Netflix subscriptions. The study underscores the importance of these variables in shaping consumer decisions and preferences in the increasingly competitive streaming market.
 Theoretical Contribution/Originality: This research contributes to the existing literature by shedding light on the intricate interplay between consumer behavior and brand switching in the context of streaming services. The study's originality lies in its exploration of the unique factors, namely variety-seeking, dissatisfaction, and service quality, influencing the migration of subscribers from one platform to another. By uncovering these dynamics, the research provides valuable theoretical insights that can inform both academia and industry stakeholders, offering a deeper understanding of the challenges and opportunities within the evolving landscape of streaming services in Indonesia.