FACTORS INFLUENCING SWITCHING INTENTION ON ANDROID SMARTPHONE TO APPLE SMARTPHONE

Abstract

Purpose – This study aims to investigate the influence of switching intention factor which are product price, product features, brand image, customer satisfaction that has some derives which are interpersonal service quality and store image in switching intention android smartphone to apple smartphone. Design/Methodology/Approach – This Research applied a quantitative research and use online survey platform as the media to distribute the questionnaire consisted of 30 questionnaire items. The totals of 281 responses were collected with 212 valid responses which processed analyzed using SPPS 25 and AMOS 22. Findings – The results show that product features, brand image, and customer satisfaction are found to be significant influence switching intention. However, product price is found to be not significant influence switching intention. Store service quality combining of interpersonal service quality and service quality are found to be significant influence on customer satisfaction. Originality/Value – This research aims to provide better understanding to the switching intention in android smartphone to apple smartphone. This research provide recommendation for android smartphone company that can sustain their customer from switching towards apple product. The results also provide theoretical implications which later can be used for future research.