Experiential Retail in the Smartphone Industry: Consumer Behaviour and Brand Loyalty

Mudit   Joshi; Disha  Mathur

doi:10.32870/myn.vi56.7835

Autores/as

Mudit Joshi Sir Padampat Singhania University https://orcid.org/0009-0002-6473-1817
Disha Mathur Sir Padampat Singhania University https://orcid.org/0009-0006-5116-9115

DOI:

https://doi.org/10.32870/myn.vi56.7835

Palabras clave:

Comercio minorista experiencial, Decisiones de Compra, Lealtad a la marca, Industria del smartphone

Resumen

El objetivo del estudio es representar las influencias de la experiencia en la decisión de compra y la lealtad a la marca en la industria del smartphone. La presente investigación ejecuta un análisis cuantitativo utilizando el paquete de software SPSS versión 23. Se utiliza una técnica de encuesta de cuestionario estructurado para recopilar datos de los minoristas en la industria del smartphone. Se ha adoptado una estrategia de muestreo intencional para el análisis. El objetivo detrás de la técnica es recopilar datos relacionados con la percepción de los minoristas sobre el impacto de la decisión de compra y la lealtad a la marca en la industria del smartphone. En la investigación se realizan estadísticas descriptivas, ANOVA, regresión y análisis de correlación de Pearson. Los resultados del estudio indicaron que las compras experienciales al por menor tienen un impacto significativo en el crecimiento y la sostenibilidad de los consumidores en la industria del smartphone. Además, el estudio también evalúa el impacto significativo del comportamiento del consumidor en la industria del smartphone a través de las decisiones de compra y la lealtad a la marca. El estudio recomienda a los minoristas mejorar sus estrategias innovadoras para fortalecer su negocio en la industria del smartphone.

Citas

Adhikari, G.P (2021). Calculating the Sample Size in Quantitative Studies. Scholars Journal,14-29.

An, M. A., & Han, S. L. (2020). Effects of experiential motivation and customer engagement on customer value creation: Analysis of psychological process in the experience-based retail environment. Journal of Business Research, 120, 389-397. https://doi.org/10.1016/j.jbusres.2020.02.044

Attor, C., Jibril, A. B., Amoah, J., & Chovancova, M. (2022). Examining the influence of brand personality dimension on consumer buying decision: Evidence from Ghana. Management & Marketing-Challenges for the Knowledge Society. 17(2), 156-177. https://doi.org/10.2478/mmcks-2022-0009.

Azzari, V., & Pelissari, A. (2020). Does brand awareness influences purchase intention? The mediation role of brand equity dimensions. BBR. Brazilian Business Review, 17(6), 669-685. https://doi.org/10.15728/bbr.2020.17.6.4

Bali, S., Bali, V., Gaur, D., Rani, S., Kumar, R., Chadha, P., ... & Vatin, N. I. (2023). A framework to assess the smartphone buying behaviour using DEMATEL method in the Indian context. Ain Shams Engineering Journal, 102129. https://doi.org/10.1016/j.asej.2023.102129

Baur, N. (2019, June). Linearity vs. circularity? On some common misconceptions on the differences in the research process in qualitative and quantitative research. In Frontiers in Education, 4. https://doi.org/ 10.3389/feduc.2019.00053

Bing, G., Al Mughairi, B., Karim, D. A., & Karim, A. (2024). Study on Importance of Brand Loyalty for Customer Retention for Consumer Durable Products: New Era Viewpoint. International Journal of Academic Research in Business and Social Sciences, 14. https://doi.org/10.6007/IJARBSS/v14-i1/20464

Fowler, S. B., & Lapp, V. (2019). Sample size in quantitative research: Sample size will affect the significance of your research. American Nurse Today, 14(5), 61-63

Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of retailing, 96(1), 3-8. https://doi.org/10.1016/j.jretai.2020.02.002

Gunawan, I. (2022). Customer loyalty: The effect customer satisfaction, experiential marketing and product quality. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 35-42. https://doi.org/10.37481/jmoi.v1i1.6

He, T., Liu, W., Shao, X., & Tian, R. G. (2025). Exploring the digital innovation process and outcome in retail platform ecosystems: disruptive transformation or incremental change. Electronic Commerce Research, 25(1), 465-494. https://doi.org/10.1007/s10660-023-09699-0

Hidayatullah, S., Agustini, V. D., & Tiara, A. (2025). Analisis Penggambaran Experiential Marketing dalam Iklan Le Minerale 2024. Brand Communication, 4(1), 1-9. https://doi.org/10.70704/bc.v4i1.341

Hill, S., & Yoeung, S. (2024). Connecting Perceived Brand Quality to Loyalty: The Satisfaction Acts as Mediator of Smartphone Brand. Open Journal of Business and Management, 12(6), 4036-4054. https://doi.org/ 10.4236/ojbm.2024.126202

Hisyam, P. F. S. B., Harun, Z., Zainudin, N., & Ismail, M. H. (2022). The Internal Influences of Consumers’ Online Shopping of Wooden Products During COVID-19 Pandemic. International Journal of Academic Research In Business And Social Sciences, 12(9). https://dx.doi.org/10.6007/IJARBSS/v12-i9/14574

Hussain, S., & Ahmed, R. R. (2020). Smartphone Buying Behaviors In A Framework Of Brand Experience And Brand Equity. Transformations in Business & Economics, 19(2).

Jamshidi, D., & Rousta, A. (2021). Brand commitment role in the relationship between brand loyalty and brand satisfaction: phone industry in Malaysia. Journal of Promotion Management, 27(1), 151-176. https://doi.org/10.1080/10496491.2020.1809596

Jung, Y. M. (2019). Data Analysis in Quantitative Research. Dalam P. Liamputtong (Ed.), Handbook of Research Methods in Health Social Sciences (955–969).

Kafle, S. C. (2019). Correlation and regression analysis using SPSS. The OCEM Journal of Management, Technology, and Social Sciences, 1(1), 125-132.

Khanna, M., & Singh, N. (2023). A Study on Factors that Affecting Purchase Decision of Smartphone. Technology, 3(2).

Lakens, D. (2022). Sample size justification. Collabra: Psychology, 8(1), 33267. https://doi.org/10.1525/collabra.33267

Lu, S., Marjerison, R. K., & Seufert, J. H. (2023). Experiential marketing, customer engagement, and brand loyalty in the luxury fashion industry: Empirical Evidence from China. Review of Integrative Business and Economics Research, 12(2), 58-79.

Mohajan, H. K. (2020). Quantitative research: A successful investigation in natural and social sciences. Journal of Economic Development, Environment and People, 9(4), 50-79.

Molinillo, S., Aguilar-Illescas, R., Anaya-Sanchez, R., & Carvajal-Trujillo, E. (2022). The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services, 65, 102842. https://doi.org/10.1016/j.jretconser.2021.102842

Oe, H., & Yamaoka, Y. (2022). Liquid consumption of smartphones as devices for enhancing personal experiences: what do consumers expect from their smartphones and what makes them make purchasing decisions? Journal of Management Information and Decision Sciences, 25(S6), 1-15.

Ouzir, M., Lamrani, H. C., Bradley, R. L., & El Moudden, I. (2024). Neuromarketing and decision-making: Classification of consumer preferences based on change analysis in the EEG signal of brain regions. Biomedical signal processing and control, 87, 105469. https://doi.org/10.1016/j.bspc.2023.105469

Pei, X. L., Guo, J. N., Wu, T. J., Zhou, W. X., & Yeh, S. P. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability, 12(18), 7436. https://doi.org/10.3390/su12187436

Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J., Khamaludind, K., Syam, S., & Lestari, S. (2022). The effect of supply chain quality perception and country of origin on Smartphones purchase intention of Indonesian consumers. Uncertain Supply Chain Management, 10(1),

Purwanto, A., Asbari, M., Santoso, T. I., Paramarta, V., & Sunarsi, D. (2020). Social and Management Research Quantitative Analysis for Medium Sample: Comparing of Lisrel, Tetrad, GSCA, Amos, SmartPLS, WarpPLS, and SPSS. Jurnal Ilmiah Ilmu Administrasi Publik: Jurnal Pemikiran dan Penelitian Administrasi Publik, 9(2), 518-532.

Puspanathan, C., Wen, E., Ni, L., Hui, L., & Yee, L. (2021). The Role of Integrated Marketing Communication On Consumer Decision-Making Process: Peranan Komunikasi Pemasaran Bersepadu terhadap Proses Membuat Keputusan Pelanggan. Sains Insani, 6(1), 173-184. https://doi.org/10.33102/sainsinsani.vol6no1.210

Quan, N., Chi, N. T. K. C., Nhung, D., Ngan, N., & Phong, L. (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 10(1), 63-76.

Reddipalli, J. (2020). Howard Sheth model of consumer behaviour on buying a smartphone. SSRN. http://dx.doi.org/10.2139/ssrn.3658496

Reva, Y. N., Putri, I. N., Andita, K. P., Zalzabyella, A., & Purwanto, E. (2025). The Impact of Quality and Price on Purchase Decisions Mediated by Customer Satisfaction. Journal of Business & Applied Management, 17(2), 161-184.

Riaz, H., Baig, U., Meidute-Kavaliauskiene, I., & Ahmed, H. (2021). Factors effecting omnichannel customer experience: evidence from fashion retail. Information, 13(1), 12. https://doi.org/10.3390/info13010012

Shaikh, E., Watto, A., Brahmi, M., Tunio, N., & Lighari, S. (2023). Customer satisfaction and Customer loyalty: An empirical case study on the impact of benefits generated through Smartphone applications. International Journal of Public Sector Performance Management, 12(1-2), 119-139. https://doi.org/10.1504/IJPSPM.2023.132246

Solihin, D., Ahyani, A., & Setiawan, R. (2021). The Influence of Brand Image and Atmosphere Store on Purchase Decision for Samsung Brand Smartphone with Buying Intervention as Intervening Variables. International Journal of Social Science and Business, 5(2), 262-270. https://doi.org/10.23887/ijssb.v5i2.30847

Song, C. E., & Sela, A. (2023). Phone and self: How smartphone use increases preference for uniqueness. Journal of Marketing Research, 60(3), 473-488. https://doi.org/10.1177/002224372211204

Stratton, S. J. (2021). Population research: convenience sampling strategies. Prehospital and disaster Medicine, 36(4), 373-374.

Suardana, I. A. R. A., Mahyuni, L. P., Lestari, N. P. N. E., & Suardana, I. B. R. (2024). Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing. JBTI: Jurnal Bisnis: Teori dan Implementasi, 15(1), 56-71.

Sürücü, L., & MASLAKÇI, A. (2020). Validity and reliability in quantitative research. Business & Management Studies: An International Journal, 8(3), 2694-2726.

Tešić, D., & Bogetić, Z. (2022). Models of Consumer Behavior. A Literature Review. Proceedings of Faculty of Economics Brcko/Bornik Radova Ekonomskog Fakulteta Brčko, 16(1).

Van Thuy, N., Anh, N. T. N., & Binh, N. T. X. (2022). Impact of brand equity on consumer purchase decision: A case study of mobile retailer in hochiminh city, vietnam. Journal of Eastern European and Central Asian Research (JEECAR), 9(2), 229-239.

Watson, A., Alexander, B., & Salavati, L. (2020). The impact of experiential augmented reality applications on fashion purchase intention. International Journal of Retail & Distribution Management, 48(5), 433-451. https://doi.org/10.1108/IJRDM-06-2017-0117

Zha, D., Foroudi, P., Melewar, T., & Jin, Z. (2024). Examining the impact of sensory brand experience on brand loyalty. Corporate Reputation Review, 1-29. https://doi.org/10.1057/s41299-023-00175-x

Zhang, J., Xue, Y., Wen, F., Liu, D., Luo, P., & Li, Y. (2020). Extended Engel-Kollat-Blackwell Consumption Behavior Model for Residential Customers. 2020 International Conference on Smart Grids and Energy Systems (SGES)