Customer Variety-Seeking and Brand Switching Intention: An Exploration of the Mediating Role of Customer Engagement

• Main Authors: Lysandra Priscilla (Author), Popy Rufaidah (Author)
• Formato: Libro
• Publicado: Department of Management, Faculty of Economics, Universitas Negeri Malang, 2023-11-01T00:00:00Z.
• Subjects: article
• Acceso en liña: Connect to this object online.

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...