Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/218613 
Year of Publication: 
2016
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 47 [Issue:] 3 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 2016 [Pages:] 25-34
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
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.
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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