Consumer loyalty to selected smartphone brands
DOI:
https://doi.org/10.18778/2082-4440.31.02Keywords:
brand loyalty, repeat patrongae, repeat purchasing behavior, relative attitude, smartphone, mobile phone, Samsung, Huawei, market segmentationAbstract
The purpose of the article is to present the main aspects of brand loyalty among Polish buyers regarding the leading Asian brands of smartphone, Samsung and Huawei. The main definitions of brand loyalty and the theory behind it, especially the distinction between repeat purchasing behavior and brand relative attitude, are discussed. Based on this, it is possible to identify different levels of brand loyalty: no loyalty, latent loyalty, spurious loyalty, and loyalty.
Data concerning the market for smartphones globally and in Poland are presented. The main part of the article, the analysis of brand loyalty, is based on empirical research conducted in March 2020 on a sample of 1200 Poles; 329 respondents used Samsung smartphones, and 304 used Huawei. The level of repeat patronage and the relative attitude towards these two brands are measured, and the main differences between the two brands are identified. The main conclusion is that the variations in market segmentation based on demographic, geographic, and behavioral criteria are the main source of these differences.
Downloads
References
Balding C., Clarke D. (2019), Who owns Huawei? Social Science Research Network, https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3372669 (data dostępu: 21.09.2020). DOI: https://doi.org/10.2139/ssrn.3372669
Baloglu S. (2002), Dimensions of customer loyalty, „Cornell Hotel and Restaurant Administration Quarterly”, 6 (February).
Cichosz M. (2003), Lojalność klienta wobec firmy, „Marketing i Rynek”, 8(7).
Cossío-Silva F.J. i in. (2016), Value co-creation and customer loyalty, „Journal of Business Research”, 69(5). DOI: https://doi.org/10.1016/j.jbusres.2015.10.028
Cunningham R.M. (1956), Brand loyalty – what, where, how much?, „Harvard Business Review”, 34 (January–February).
Day G.S. (1969), A two-dimensional concept of brand loyalty, „Journal of Advertising Research”, 9(3).
Dick A.S., Basu K. (1994), Customer loyalty: Toward an integrated conceptual framework, „Journal of the Academy of Marketing Science”, 22(2). DOI: https://doi.org/10.1177/0092070394222001
Ewing M.T. (2000), Brand and retailer loyalty: Past behavior and future intentions, „Journal of Product & Brand Management”, 9(2). DOI: https://doi.org/10.1108/10610420010322161
Fortune Global 500 (2020), https://fortune.com/global500/2019/search/?sector=Technology (data dostępu: 22 .09.2020).
Givon M. (1984), Variety seeking through brand switching, „Marketing Science”, 3(1). DOI: https://doi.org/10.1287/mksc.3.1.1
Huawei Investment & Holding Co. Ltd. 2019 Annual Report (2020), http://www.huawei.com/en/annual-report/2019 (data dostępu: 21.09.2020).
Iglesias O., Singh J.J., Batista-Foguet J.M. (2011), The role of brand experience and affective commitment in determining brand loyalty, „Journal of Brand Management”, 18(8). DOI: https://doi.org/10.1057/bm.2010.58
Jacoby J., Kyner D.B. (1973), Brand loyalty vs. repeat purchasing behavior, „Journal of Marketing Research”, 10(1). DOI: https://doi.org/10.2307/3149402
Jarvis L.P., Mayo E.J. (1986), Winning the market-share game, „Cornell Hotel Restaurant Administration Quarterly”, 27 (November). DOI: https://doi.org/10.1177/001088048602700315
Jensen J.M., Hansen T. (2006), An empirical examination of brand loyalty, „Journal of Product and Brand Management”, 15(7). DOI: https://doi.org/10.1108/10610420610712829
Kabiraj S., Shanmugan J. (2011), Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective, „Journal of Brand Management”, 18(4–5). DOI: https://doi.org/10.1057/bm.2010.42
Kahn B., Kalwani D.M. (1986), Measuring variety-seeking and reinforcement behaviors using panel data, „Journal of Marketing Research”, 23(2). DOI: https://doi.org/10.2307/3151656
Kim M.K. i in. (2016), Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics, „Telematics and Informatics”, 33(4). DOI: https://doi.org/10.1016/j.tele.2016.02.006
Knox S., Walker D. (2001), Measuring and managing brand loyalty, „Journal of Strategic Marketing”, 9(2). DOI: https://doi.org/10.1080/713775733
Lin T.C., Huang S.L. i Hsu C.J. (2015), A dual-factor model of loyalty to IT product – The case of smartphones, „International Journal of Information Management”, 35(2). DOI: https://doi.org/10.1016/j.ijinfomgt.2015.01.001
Lotko A. (2018), Pomiar lojalności behawioralnej klientów warsztatów samochodowych, „The Archives of Automotive Engineering – Archiwum Motoryzacji”, 79(1).
McConnell J.D. (1968), The development of brand loyalty: An experimental study, „Journal of Marketing Research”, 5(1). DOI: https://doi.org/10.2307/3149788
Michalska-Dudek I. (2013), Pojęcie, rodzaje i motywy lojalności klientów przedsiębiorstw turystycznych, „Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu”, 304(207).
Mikowska M., Skalna A., Śliwiński K. (2018), Polska jest mobi 2018, http://jestem.mobi/2018/04/raport-polska-jest-mobi-2018-do-pobrania/ (data dostępu: 21.09.2020).
Mittal V., Kamakura W.A. (2001), Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics, „Journal of Marketing Research”, 38(1). DOI: https://doi.org/10.1509/jmkr.38.1.131.18832
Ndubisi N.O. (2006), Effect of gender on customer loyalty: A relationship marketing approach, „Marketing Intelligence and Planning”, 24(1). DOI: https://doi.org/10.1108/02634500610641552
Number of smartphones sold to end users worldwide (2020), Statista.com, http://www.statista.com/statistics/263437/global-smartphone-sales-to-end-users-since-2007/ (data dostępu: 21.09.2020).
Oliver R.L. (1999), Whence consumer loyalty?, „Journal of Marketing”, 63. DOI: https://doi.org/10.2307/1252099
Pietrzak J. (2004), Zarządzanie Procesem Lojalności Konsumenckiej, „Acta Universitatis Lodziensis. Folia Oeconomica”, 179.
Punniyamoorthy M., Prasanna Mohan Raj M. (2007), An empirical model for brand loyalty measurement, „Journal of Targeting, Measurement and Analysis for Marketing”, 15(4). DOI: https://doi.org/10.1057/palgrave.jt.5750044
Redda E.H., Shezi N.E. (2019), Antecedents of customer satisfaction and brand loyalty of smartphones among generation Y students, „Polish Journal of Management Studies”, 20(2). DOI: https://doi.org/10.17512/pjms.2019.20.2.37
Reichheld F.F. (2003), The one number you need to grow, „Harvard Business Review”, 81(12).
Şahin A., Zehir C., Kitapçi H. (2011), The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands, „Procedia – Social and Behavioral Sciences”, 24. DOI: https://doi.org/10.1016/j.sbspro.2011.09.143
Samsung Electronics Company Profile, Financials and Metrics (2020), https://craft.co/samsung-electronics (data dostępu: 22.09.2020).
Sulikowski P. (2015), Uwarunkowania lojalności, retencji i churnu klientów na przykładzie branży telekomunikacyjnej, „Handel Wewnętrzny”, 3(356).
Susilowati E., Ardhita Putra M.G. (2020), Smartphone Brand Loyalty and Consumer Heterogeneity, „Management: Journal of Sustainable Business and Management Solutions in Emerging Economies”, 25(2). DOI: https://doi.org/10.7595/management.fon.2020.0007
Van Trijp H.C.M., Hoyer W.D., Inman J.J. (1996), Why switch? Product category-level explanations for true variety-seeking behavior, „Journal of Marketing Research”, 33(3). DOI: https://doi.org/10.2307/3152125
Tucker W.T. (1964), The development of brand loyalty, „Journal of Marketing Research”, 1(3). DOI: https://doi.org/10.2307/3150053
Worldwide smartphone sales to end users by vendor in 2019 (2020), http://www.gartner.com/en/newsroom/press-releases/2020-03-03-gartner-says-global-smartphone-sales-fell-slightly-in (data dostępu: 21.09.2020).
Xiaomi i Samsung liderami polskiego rynku smartfonów (2020), http://www.wirtualnemedia.pl/artykul/xiaomi-i-samsung-liderami-polskiego-rynku-smartfonow-apple-z-najwiekszymi-wzrostami-xiaomi-smartfony-gdzie-kupic-cena-parametry-opinie (data dostępu: 21.09.2020).
Yeh C.H., Wang Y.S., Yieh K. (2016), Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives, „International Journal of Information Management”, 36(3). DOI: https://doi.org/10.1016/j.ijinfomgt.2015.11.013
Yi Y., Jeon H. (2003), Effects of loyalty programs on value perception, program loyalty, and brand loyalty, „Journal of the Academy of Marketing Science”, 31(1). DOI: https://doi.org/10.1177/0092070303031003002
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
How to Cite
