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.
