The objective of this study is to develop and test a conceptual framework that explains and analyses the factors influencing tablet PC users to become loyal to a particular brand in Indonesia. The study utilizes a survey approach to gather data regarding factors that influence brand loyalty toward the use of tablets. The investigations of the factors that influence tablet PC users to become loyal to a particular tablet brand are anticipated to contribute toward a better understanding of consumer loyalty in tablet PC users and provide related factors that influence tablet PC users to become loyal to a particular brand. The findings supply valuable insights into which factors practitioners should focus their attention on to better tailor their approaches toward a tablet brand. This study strongly endorses the view that the loyalty intentions of tablet users are linked to the extent of their satisfaction with the brand they are using or have used.
The 12th International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing