Creating Commitment, Trust and Satisfaction for a Brand: What is the Role of Switching Costs in Mobile Phone Market?
Yükleniyor...
Dosyalar
Tarih
2013
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Elsevier Science Bv
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
The purpose of this study was to explore the role of switching costs in the relationship between satisfaction, trust, and commitment for a brand. Data analyzed in this study were collected via questionaires from real consumers (n=457). Our research model emphasizes associations among switching costs, satisfaction, trust and commitment for a brand. Our study provides compelling evidence for future work to gain further insight into switching costs, satisfaction, trust, and commitment for a brand and includes several implications for management practice and future research. Switching costs have positively effect the relationships between satisfaction, trust and commitment for a brand. This empirical study provides a new approach to understand the effects of switching costs on the relationships between satisfaction, trust, and commitment for a brand.
Açıklama
9th International Strategic Management Conference -- JUN 27-29, 2013 -- Riga, LATVIA
WOS: 000346088300054
WOS: 000346088300054
Anahtar Kelimeler
Switching costs, brand satisfation, brand trust, brand commitment, mobile phone brands
Kaynak
Proceedings Of 9Th International Strategic Management Conference
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
99
