WHAT’S BEHIND BRAND SWITCHING AMONG INDONESIAN CUSTOMERS: IS IT ALL ABOUT BRAND IMAGE AND CUSTOMER SATISFACTION?
Main Article Content
The study focuses on individuals who consume fast-moving consumer goods and uses a cross-sectional time frame. The data was collected using Google Forms and a snowball sampling method, with a total of 300 samples gathered. The study found that product quality, customer satisfaction, and brand image are significant factors in brand-switching behavior. The study also found that product quality has a significant relationship with all variables, including brand switching, customer satisfaction, and brand image. The study used partial least squares structural equation modeling (PLS-SEM) to analyze the data and found that product quality is positively and significantly related to brand switching through customer satisfaction and brand image. The study concluded that product quality plays a crucial role in brand-switching behavior and customer satisfaction. The research suggests that companies should focus on building and maintaining a favorable brand image to retain customers and prevent brand-switching. By understanding the relationship between product quality, customer satisfaction, and brand image, businesses can develop effective strategies to enhance brand loyalty and drive long-term success in the competitive FMCG market.
Abdelwahab, D., San-Martín, S., & Jiménez, N. (2022). Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry. Journal of Brand Management, 29(1), 111–126. https://doi.org/10.1057/s41262-021-00260-8
Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & Health, 26(9), 1113–1127. https://doi.org/10.1080/08870446.2011.613995
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333
Al-Kwifi, S. O. (2016). The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products. Journal of Product & Brand Management, 25(2), 208–218. https://doi.org/10.1108/JPBM-12-2014-0774
Amani, D. (2022). Circumventing customers’ switching behavior in telecommunication industry in Tanzania: Insight from Sternberg’s Triangular Theory of Love. Cogent Social Sciences, 8(1). https://doi.org/10.1080/23311886.2022.2042078
Appiah, D., Holloway, R., & Ayertey, S. (2018). TOWARDS UNDERSTANDING THE MODERATING ROLES OF SMARTPHONES ON BRAND SWITCHING. Conference: Global Business and Technology Association ConferenceAt: Bangkok, Thailand. https://www.researchgate.net/publication/326476437
Appiah, D., Ozuem, W., Howell, K. E., & Lancaster, G. (2019). Brand switching and consumer identification with brands in the smartphones industry. Journal of Consumer Behaviour, 18(6), 463–473. https://doi.org/10.1002/cb.1785
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095
Aurier, P., & N’Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science, 38(3), 303–325. https://doi.org/10.1007/s11747-009-0163-z
Aw, E. C.-X., & Chong, H. X. (2019). Understanding non-private label consumers’ switching intention in emerging market. Marketing Intelligence & Planning, 37(6), 689–705. https://doi.org/10.1108/MIP-11-2018-0514
Biernacki, P., & Waldorf, D. (1981). Snowball Sampling: Problems and Techniques of Chain Referral Sampling. Sociological Methods & Research, 10(2), 141–163. https://doi.org/10.1177/004912418101000205
Calvo-Porral, C., & Lévy-Mangin, J.-P. (2015a). Switching behavior and customer satisfaction in mobile services: Analyzing virtual and traditional operators. Computers in Human Behavior, 49, 532–540. https://doi.org/10.1016/j.chb.2015.03.057
Calvo-Porral, C., & Lévy-Mangin, J.-P. (2015b). Switching behavior and customer satisfaction in mobile services: Analyzing virtual and traditional operators. Computers in Human Behavior, 49, 532–540. https://doi.org/10.1016/j.chb.2015.03.057
Cheng, H., Yang, Z., & Ren, Y. (2022). Understanding elderly rural stayers in China: A new model for active ageing. Tourism Management Perspectives, 43, 100995. https://doi.org/10.1016/j.tmp.2022.100995
Clemes, M. D., Gan, C. E. C., & Kao, T.-H. (2008). University Student Satisfaction: An Empirical Analysis. Journal of Marketing for Higher Education, 17(2), 292–325. https://doi.org/10.1080/08841240801912831
Cohen, N., & Arieli, T. (2011). Field research in conflict environments: Methodological challenges and snowball sampling. Journal of Peace Research, 48(4), 423–435. https://doi.org/10.1177/0022343311405698
Colgate, M., & Lang, B. (2001). Switching barriers in consumer markets: an investigation of the financial services industry. Journal of Consumer Marketing, 18(4), 332–347. https://doi.org/10.1108/07363760110393001
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & Núnez-Barriopedro, E. (2022). The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion. Corporate Governance: The International Journal of Business in Society, 22(3), 458–473. https://doi.org/10.1108/CG-03-2021-0099
Dung, D. H., Quang, N. M., & Chi, B. H. (2022). A Markov Chain Model for Predicting Brand Switching Behavior Toward Online Food Delivery Services (pp. 781–797). https://doi.org/10.1007/978-3-030-98689-6_51
Erdogan, M. R., Camgoz, S. M., Karan, M. B., & Berument, M. H. (2022). The switching behavior of large-scale electricity consumers in The Turkish electricity retail market. Energy Policy, 160, 112701. https://doi.org/10.1016/j.enpol.2021.112701
Fatima, R., & Billah, U. I. (2022). Contributors of Brand Switching: The Mediating Role of Brand Image and Customer Satisfaction. JISR Management and Social Sciences & Economics, 20(2). https://doi.org/10.31384/jisrmsse/2022.20.2.9
Fazli-Salehi, R., Torres, I. M., Madadi, R., & Zúñiga, M. Á. (2020). Is country affinity applicable for domestic brands? The role of nation sentiment on consumers’ self-brand connection with domestic vs foreign brands. Asia Pacific Journal of Marketing and Logistics, 33(3), 731–754. https://doi.org/10.1108/APJML-11-2019-0656
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra. In Source: Journal of Marketing Research (Vol. 18, Issue 3).
Frank, B., Herbas Torrico, B., Enkawa, T., & Schvaneveldt, S. J. (2014). Affect versus Cognition in the Chain from Perceived Quality to Customer Loyalty: The Roles of Product Beliefs and Experience. Journal of Retailing, 90(4), 567–586. https://doi.org/10.1016/j.jretai.2014.08.001
Garga, E., Maiyaki, A. A., & Sagagi, M. S. (2019). Factors Influencing Brand Switching Behaviour of Mobile Phone Users and the Mediating Effect of Customer Satisfaction: A Literature Review. Journal of Education, Society and Behavioural Science, 1–11. https://doi.org/10.9734/jesbs/2019/v29i130097
George, S. (2015). Brand Identity and Customers Loyalty: Evidence from the Nigeria Telecommunication Industry. International Journal of Managerial Studies and Research (IJMSR), 3(6), 1–8. www.arcjournals.org
Ghamry, S., & Shamma, H. M. (2022). Factors influencing customer switching behavior in Islamic banks: evidence from Kuwait. Journal of Islamic Marketing, 13(3), 688–716. https://doi.org/10.1108/JIMA-01-2020-0021
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarsted, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sartsted, M., Danks, N., & Soumya. (2021). Classroom Companion: Business Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R AAWorkbook. http://www.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hanifati, L. N., & Salehudin, I. (2021). The Effect of Perceived Product Quality, Brand Personality, and Loyalty on Brand Switching Intention of Technological Products. The South East Asian Journal of Management, 15(2). https://doi.org/10.21002/seam.v15i2.13336
Helmi, S., Ariana, S., & Supardin, L. (2022). The Role of Brand Image as a Mediation of The Effect of Advertising and Sales Promotion on Customer Purchase Decision. Journal of Economics and Sustainable Development. https://doi.org/10.7176/JESD/13-8-09
Hemalatha, D., & Jacob, J. (2019). Do social ties impact brand switching behaviour in newspapers - measuring the direct and indirect effects. International Journal of Management Practice, 12(2), 261. https://doi.org/10.1504/IJMP.2019.10018485
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47(1), 161–185. https://doi.org/10.1007/s11747-016-0494-5
Holmes, G. R., Pettijohn, C. E., & Mitra, S. (2020). Dealer loyalty and brand loyalty: United or divided? Journal of Marketing Channels, 26(4), 263–275. https://doi.org/10.1080/1046669X.2020.1844839
Ibok, N., Etuk, & George, S. (2015). Brand Identity and Customers Loyalty: Evidence from the Nigeria Telecommunication Industry. International Journal of Managerial Studies and Research (IJMSR), 3(6), 1–8. www.arcjournals.org
Islam, M. Z., D’Alessandro, S., Furner, M., Johnson, L., Gray, D., & Carter, L. (2016). Brand Switching Pattern Discovery by Data Mining Techniques for the Telecommunication Industry in Australia. Australasian Journal of Information Systems, 20. https://doi.org/10.3127/ajis.v20i0.1420
Ismail, I. J. (2022). I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention. Management Matters, 19(2), 167–186. https://doi.org/10.1108/MANM-02-2022-0033
Jin, Y. “Henry,” Ueltschy Murfield, M. L., & Bock, D. E. (2023). Do as You Say, or I Will: Retail signal congruency in buy‐online‐pickup‐in‐store and negative word‐of‐mouth. Journal of Business Logistics, 44(1), 37–60. https://doi.org/10.1111/jbl.12322
Kataria, S., & Saini, V. (2019a). The mediating impact of customer satisfaction in relation of brand equity and brand loyalty. South Asian Journal of Business Studies, 9(1), 62–87. https://doi.org/10.1108/SAJBS-03-2019-0046
Kataria, S., & Saini, V. (2019b). The mediating impact of customer satisfaction in relation of brand equity and brand loyalty. South Asian Journal of Business Studies, 9(1), 62–87. https://doi.org/10.1108/SAJBS-03-2019-0046
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 21(1), 1–26. https://doi.org/10.1080/15332667.2020.1840904
Kock, N. (2015). Common Method Bias in PLS-SEM. International Journal of E-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Kretz, G., & de Valck, K. (2010). “Pixelize me!”: Digital storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs (pp. 313–329). https://doi.org/10.1108/S0885-2111(2010)0000012015
Leighton, K., Kardong-Edgren, S., Schneidereith, T., & Foisy-Doll, C. (2021). Using Social Media and Snowball Sampling as an Alternative Recruitment Strategy for Research. Clinical Simulation in Nursing, 55, 37–42. https://doi.org/10.1016/j.ecns.2021.03.006
Liang, D., Ma, Z., & Qi, L. (2013). Service quality and customer switching behavior in China’s mobile phone service sector. Journal of Business Research, 66(8), 1161–1167. https://doi.org/10.1016/j.jbusres.2012.03.012
Liao, J., Li, M., Wei, H., & Tong, Z. (2021). Antecedents of smartphone brand switching: a push–pull–mooring framework. Asia Pacific Journal of Marketing and Logistics, 33(7), 1596–1614. https://doi.org/10.1108/APJML-06-2020-0397
Lim, W. M., Malik, N., Gupta, S., & Rai, H. (2024). Harnessing brand authenticity to promote prosocial service behavior. Journal of Brand Management. https://doi.org/10.1057/s41262-024-00352-1
Lyu, J. (Daisy), Krasonikolakis, I., & Chen, C.-H. (Steve). (2023). Unlocking the shopping myth: Can smartphone dependency relieve shopping anxiety? – A mixed-methods approach in UK Omnichannel retail. Information & Management, 60(5), 103818. https://doi.org/10.1016/j.im.2023.103818
Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57, 102300. https://doi.org/10.1016/j.ijinfomgt.2020.102300
Munawaroh, N. A., Hermawan, A., & Ambarwati, D. (2024). Unlocking Adoption: Revealing Gamification’s Influence on Indonesian Consumer Intentions in E-Commerce. International Journal of Economics and Business Research, 03(3), 37–70. https://doi.org/https://doi.org/10.70799/ijebir.v3i03.824
Nimako, S. G. (2012). Linking Quality, Satisfaction and Behaviour intentions in Ghana’s Mobile Telecommunication Industry. European Journal of Business and Management, 4(7), 1–17. https://d1wqtxts1xzle7.cloudfront.net/29441162/Quality_-Satisfaction-and-Behaviour-Intentions-in-Ghanas-Mobile-Telecommunication-Industry-libre.pdf?1390876356=&response-content-disposition=inline%3B+filename%3DIISTE_Journal_Publication_June_2012.pdf&Expires=1713006834&Signature=KtaAAbIoHkXXqSgTOgknNcYHoYe4S2tHzOegPwSKM6dQnht0SMKgmqrwERyuHrgxGqW7o6OtfAR4eSJ6i~R811zZcfWooRnRVxTHes3BxmZcFXRftA85Utwt0FYz0fvkXmPcWxKvAdrYdEAspDs4V09ipDHg3PLvur3osmUVHsuSFatJC7fBEb~MCpZZ5-uGscdaj~L1z0z1DnT~i~52A7aUNkAk-LlMlFlGGCysefEbm2uZO9nCAh0cWBXuJcNVWEzxn1dzs8MPaz2yIJxMo6LbL0CAt5Y3s2RJljIDJ~CKFJjMZmdX18uUJFsqYsRu2SW-4p72nAsPqxy281wUgw__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA
NUNNALLY, J. C. (1975). Psychometric Theory— 25 Years Ago and Now. Educational Researcher, 4(10), 7–21. https://doi.org/10.3102/0013189X004010007
Ogungbade, D. R. (2015). Exploring the relationship between relationship marketing, relationship quality and customer loyalty in Nigerian telecommunication industry Osun state polytechnic, nigeria Exploring the Relationship between Relationship Marketing, Relationship Quality and Customer Loyalty in Nigerian Telecommunication Industry. In GJETeMCP) An Online International Research Journal (Vol. 1, Issue 2). Marketing and Consumer Psychology. www.globalbizresearch.orgwww.globalbizresearch.org
Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2019). The effect of service quality and customer satisfaction on customer loyalty. International Journal of Bank Marketing, 38(2), 384–405. https://doi.org/10.1108/IJBM-03-2019-0096
Pan, H., & Ha, H.-Y. (2021). An Empirical Test of Brand Love and Brand Loyalty for Restaurants during the COVID-19 Era: A Moderated Moderation Approach. Sustainability, 13(17), 9968. https://doi.org/10.3390/su13179968
Petersen, R. D., & Valdez, A. (2005). Using Snowball-Based Methods in Hidden Populations to Generate a Randomized Community Sample of Gang-Affiliated Adolescents. Youth Violence and Juvenile Justice, 3(2), 151–167. https://doi.org/10.1177/1541204004273316
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
Qing, W., Amin, M. Bin, Gazi, Md. A. I., Khan, W., Masud, A. Al, & Alam, M. N. (2023). Mediation Effect of Technology Adaptation Capabilities Between the Relationship of Service Quality Attributes and Customer Satisfaction: An Investigation on Young Customers Perceptions Toward E-Commerce in China. IEEE Access, 11, 123904–123923. https://doi.org/10.1109/ACCESS.2023.3328775
Rahim, A., Safin, S. Z., Kheng, L. K., Abas, N., & Ali, S. M. (2016). Factors Influencing Purchasing Intention of Smartphone among University Students. Procedia Economics and Finance, 37, 245–253. https://doi.org/10.1016/S2212-5671(16)30121-6
Raifman, S., DeVost, M. A., Digitale, J. C., Chen, Y.-H., & Morris, M. D. (2022). Respondent-Driven Sampling: a Sampling Method for Hard-to-Reach Populations and Beyond. Current Epidemiology Reports, 9(1), 38–47. https://doi.org/10.1007/s40471-022-00287-8
Rane, L. N., Achari, A., & Choudary, S. P. (2023). ENHANCING CUSTOMER LOYALTY THROUGH QUALITY OF SERVICE: EFFECTIVE STRATEGIES TO IMPROVE CUSTOMER SATISFACTION, EXPERIENCE, RELATIONSHIP, AND ENGAGEMENT. International Research Journal of Modernization in Engineering Technology and Science. https://doi.org/10.56726/IRJMETS38104
Saeed, M., & Azmi, I. B. A. G. (2016a). Brand Switching Behaviour of Muslim Consumers: Development of a Conceptual Model. International Journal of Research in Business and Social Science (2147- 4478), 5(4), 31–39. https://doi.org/10.20525/ijrbs.v5i4.602
Saeed, M., & Azmi, I. B. A. G. (2016b). Brand Switching Behaviour of Muslim Consumers: Development of a Conceptual Model. International Journal of Research in Business and Social Science (2147- 4478), 5(4), 31–39. https://doi.org/10.20525/ijrbs.v5i4.602
Salkind, N. J. (2021). Exploring research: Vol. Pearson (9th Edition). Pearson.
Santhosh Kumar, S., & Menon, R. P. (2017). Brand Loyalty of Customers in Smartphone Brands. Indian Journal of Marketing, 47(3), 8. https://doi.org/10.17010/ijom/2017/v47/i3/111417
Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97–109. https://doi.org/10.21744/irjmis.v9n1.2012
Satyam, S., Aithal, R. K., & Pradhan, D. (2022). Resilience of an evolved retail agglomeration: case of rural periodic markets in emerging economies. International Journal of Retail & Distribution Management, 50(11), 1395–1411. https://doi.org/10.1108/IJRDM-09-2021-0423
Schulze, A., Townsend, J. D., & Talay, M. B. (2022). Completing the market orientation matrix: The impact of proactive competitor orientation on innovation and firm performance. Industrial Marketing Management, 103, 198–214. https://doi.org/10.1016/j.indmarman.2022.03.013
Shan, J., Jiang, L., Peng Cui, A., Wang, Y., & Ivzhenko, Y. (2022). How and when actual‐ideal self‐discrepancy leads to counterfeit luxury purchase intention: A moderated mediation model. International Journal of Consumer Studies, 46(3), 818–830. https://doi.org/10.1111/ijcs.12730
Sowunmi, F. A., Bello, A. A., Ogunniyi, A. I., & Omotayo, A. O. (2022). Delving Deeper into Market Concentration of Poultry Feed and the Driving Factors for Brand Switching: Evidence from Commercial Egg Producers in Nigeria. Sustainability, 14(13), 8030. https://doi.org/10.3390/su14138030
Sun, Y., Yuan, Z., & Cheng, H. (2024). Obsessed with surprise? The effects of probabilistic selling on online consumers’ repurchase intention. Journal of Strategic Marketing, 1–22. https://doi.org/10.1080/0965254X.2024.2306565
Tsou, H.-T., & Putra, M. T. (2023). How gamification elements benefit brand love: the moderating effect of immersion. Marketing Intelligence & Planning, 41(7), 1015–1036. https://doi.org/10.1108/MIP-04-2023-0143
Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, 89–97. https://doi.org/10.1016/j.indmarman.2020.03.003
Wang, M.-Y., Li, Y.-Q., Ruan, W.-Q., Zhang, S.-N., & Li, R. (2023). Cultural inheritance-based innovation at heritage tourism destinations: Conceptualization, structural dimensions and scale development. Journal of Hospitality and Tourism Management, 55, 118–130. https://doi.org/10.1016/j.jhtm.2023.03.009
Wang, Y., & Xiao, Z. (2022). The Dual Effects of Consumer Satisfaction on Brand Switching Intention of Sharing Apparel. Sustainability, 14(8), 4526. https://doi.org/10.3390/su14084526
Wei, A.-P., Peng, C.-L., Huang, H.-C., & Yeh, S.-P. (2020). Effects of Corporate Social Responsibility on Firm Performance: Does Customer Satisfaction Matter? Sustainability, 12(18), 7545. https://doi.org/10.3390/su12187545
Willys, N. (2018). Customer Satisfaction, Switching Costs and Customer Loyalty: An Empirical Study on the Mobile Telecommunication Service. American Journal of Industrial and Business Management, 08(04), 1022–1037. https://doi.org/10.4236/ajibm.2018.84070
Woodham, O. P., Hamilton, M. L., & Leak, R. L. (2017). I Know What I Like, I Like What I Know: How Breadth of Brand Experience and Cognitive Effort Influence Brand Switching. Journal of Marketing Theory and Practice, 25(2), 141–159. https://doi.org/10.1080/10696679.2016.1270771
Yan, L., Ruan, L., Luo, F., Tong, J., Sun, C., Zheng, Y., Han, X., Zhang, Y., & Zhang, X. (2022). Enhanced resistive switching behavior of CH3NH3PbI3 based resistive random access memory by nickel doping. Vacuum, 198, 110862. https://doi.org/10.1016/j.vacuum.2021.110862
Yunus, N. H., Md Ariff, M. S., Mohd Som, N., Zakuan, N., & Sulaiman, Z. (2016). The Mediating Effect of Brand Image Between Electronic Word of Mouth and Purchase Intention in Social Media. Advanced Science Letters, 22(10), 3176–3180. https://doi.org/10.1166/asl.2016.7999
Zietsman, M. L., Mostert, P., & Svensson, G. (2019). Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships. International Journal of Bank Marketing, 37(1), 2–19. https://doi.org/10.1108/IJBM-07-2017-0144
Zolfagharian, M., Hasan, F., & Iyer, P. (2017). Employee, branch, and brand switching: the role of linguistic choice, use and adaptation. Journal of Services Marketing, 31(4/5), 452–470. https://doi.org/10.1108/JSM-05-2016-0203