Original Research

The interrelationships between customer satisfaction, brand loyalty and relationship intentions of Generation Y consumers towards smart phone brands

P. G. Mostert, D. J. Petzer, A. Weideman
South African Journal of Business Management | Vol 47, No 3 | a65 | DOI: https://doi.org/10.4102/sajbm.v47i3.65 | © 2018 P. G. Mostert, D. J. Petzer, A. Weideman | This work is licensed under CC Attribution 4.0
Submitted: 23 March 2018 | Published: 30 September 2016

About the author(s)

P. G. Mostert, WorkWell: Research Unit for Economic and Management Sciences, North-West University: Potchefstroom Campus, South Africa
D. J. Petzer, WorkWell: Research Unit for Economic and Management Sciences, North-West University: Potchefstroom Campus, South Africa
A. Weideman, WorkWell: Research Unit for Economic and Management Sciences, North-West University: Potchefstroom Campus, South Africa

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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.

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