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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Management Analysis Journal Jurnal Manajerial International Journal of Economics Development Research (IJEDR) International Journal of Applied Business and International Management Journal of International Conference Proceedings
Popy Rufaidah
Universitas Padjadjaran
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : JPBM (Jurnal Pendidikan Bisnis dan Manajemen)

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Customer Variety-Seeking and Brand Switching Intention: An Exploration of the Mediating Role of Customer Engagement Lysandra Priscilla; Popy Rufaidah
JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Vol 9, No 3: November 2023
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um003v9i32023p217

Abstract

This study focuses on determining the impact of customer variety-seeking on brand switching intention by exploring the mediation role of customer engagement in streaming services in Indonesia. The data were gathered using a purposive sampling technique, and valid responses from 124 respondents were analyzed. The study results showed that customer variety-seeking significantly improves customer engagement. This study also found a non-significant direct effect of customer variety-seeking on brand switching intention and a negative significant effect of customer engagement on brand switching intention. In indirect relationships, customer engagement has a significant negative role in mediating customer variety-seeking and brand switching intentions. Aligned with social exchange theory, brand switching intention was found to be minimal since customer engagement is a significant mediator of customer variety-seeking and this switching. The findings have emphasized fostering customer engagement to increase customer retention.Keywords: Customer variety-seeking, Customer engagement, Brand switching intention, Social exchange theory
Co-Authors Addinna, Dian Alvi Diani Khoirunissa Andreas Recki Prasetyo Anggita Ulfazia Rahmi Aryo Wicaksono Hesti Restarani Khalisa Balqis Khoirun Nisa Bahri Khoirun Nisa Bahri Kintan Rachmi Satyodriyani Lysandra Priscilla Maryam Hafidzah Muhammad Affan Gaffar Muhammad Aulia Rahman Muhammad Daffa Lazuardi Nadia Meirani Nurhasanah Nurhasanah Putri Tresnawati Ratna Asri Solihati Rivaldi Arissaputra Rivaldi Arissaputra Sari, Lira Mustika Sentika, Sarah Shelly Eka Agustina Zenita Apriani