The interrelationships between customer satisfaction, brand loyalty and relationship intentions of Generation Y consumers towards smart phone brands
Smart phone marketers are finding it difficult to maintain market share in a market characterised by fierce competition and continued new product development. Generation Y consumers generally have a good command of technology and engage in technology-related behaviour such as texting, tweeting and web-surfing. When it comes to the adoption of smart phone applications, it is believed that Generation Y is leading the way. To retain Generation Y consumers, it is critical for organisations to ensure that customer satisfaction is achieved, brand loyalty has to be generated and meaningful long-term relationships with these consumers should be established. In this regard, this study aims to determine the interrelationships between customer satisfaction, brand loyalty and the relationship intentions of Generation Y smart phone users. Self-administered questionnaires were fielded among 395 Generation Y smart phone users living in Gauteng, South Africa. Results indicate significant and positive interrelationships between customer satisfaction, brand loyalty and relationship intention.
Year of publication: |
2016
|
---|---|
Authors: | Mostert, P. G. ; Petzer, D. J. ; Weideman, A. |
Published in: |
South African Journal of Business Management. - Cape Town : African Online Scientific Information Systems (AOSIS), ISSN 2078-5976. - Vol. 47.2016, 3, p. 25-34
|
Publisher: |
Cape Town : African Online Scientific Information Systems (AOSIS) |
Saved in:
freely available
Saved in favorites
Similar items by person
-
Kühn, S. W., (2018)
-
De Meyer, C. F., (2011)
-
Young adults' relationship intentions towards their cell phone network operators
Kruger, L., (2012)
- More ...