The interrelationships between customer satisfaction, brand loyalty and relationship intentions of generation Y consumers towards smart phone brands
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Date
Authors
Mostert, P.G. (Pierre)
Weideman, A.
Petzer, Daniël Johannes
Journal Title
Journal ISSN
Volume Title
Publisher
Association for Professional Managers in South Africa
Abstract
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.
Description
Keywords
Generation Y, Smart phone, Market share, Customer
Sustainable Development Goals
Citation
Mostert, PG, Petzer, DJ & Weideman, A 2016,'The interrelationships between customer satisfaction, brand loyalty and relationship intentions of Generation Y consumers towards smart phone brands', South African Journal of Business Management, vol. 47, no. 3, pp. 25-34.