Evaluation of the Smartphones Characteristics Affecting the Brand Switching: Applied on the Egyptian Consumers
| المصدر: | مجلة البحوث الإدارية |
|---|---|
| الناشر: | أكاديمية السادات للعلوم الإدارية - مركز الاستشارات والبحوث والتطوير |
| المؤلف الرئيسي: | Hammad, Sara Abd-El Fattah (Author) |
| المجلد/العدد: | مج41, ع3 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2023
|
| الشهر: | يوليو |
| الصفحات: | 1 - 35 |
| ISSN: |
1110-225x |
| رقم MD: | 1417479 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Brand Switching | Brand Name | Innovation | Price | Consumer Behaviour | Smart Phones
|
| رابط المحتوى: |
عدد مرات التحميل
2
| المستخلص: |
Purpose – Nowadays Egypt’s is becoming a growing market for the business of smartphone so, complex competition is growing and increasing to attract more consumers. Smartphones companies are now initiating brand new prototypes with modern technologies to end-users who are continuously seeking to update features in the smartphones presented. So, smartphone manufacturers are challenged to capture more users to heighten their selling units and satisfy consumers needs and wants. This research focused on analyzing the switching behavior of smartphone end-users in Egypt, consumers whose behavior is influenced to switch from existing smart phones toward brand-new ones. The focal point of the research was to inspect the connection between influencing characteristics (affecting consumer behavior) and switching intentions of customers concerning their smartphones. In this study, the strive is to investigate the characteristics that may affect brand switching behavior for smartphones in Egypt and to acknowledge the relation between brand switching behavior and the different characteristics of smartphones. This paper helps in determining the reasons behind switching from one brand to another. Design/methodology/approach – This research is designed to be descriptive and quantitative. By the E-Questionnaire method, Google format assembled the primary data which was filled out by 300 different responders. Hypotheses were tested using the statistical package for social sciences (SPSS V26) for basic descriptive statistics, and (Smart PLS 3.2.7) for SEM-PLS modelling. Findings – The end-result exhibited the following characteristics of smartphone as (innovation, price, and problems arising from smartphone) have a direct effect on brand switching except for the brand name characteristic (which does not support this brand switching). Originality/value – This research examines empirically the effect of smart phone characteristics on the brand switching of smartphones on Egyptian users. Conceptual and empirical implications are discussed for debaters, practitioners and marketers to apply constructive and systematic marketing strategies to minimize the switching from one brand to others and to study the consumer behaviour that affects switching. |
|---|---|
| ISSN: |
1110-225x |
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