Creating Commitment, Trust and Satisfaction for a Brand: What is the Role of Switching Costs in Mobile Phone Market?


SAHIN A., KITAPCI H., Zehir C.

9th International Strategic Management Conference, Riga, Latvia, 27 - 29 June 2013, vol.99, pp.496-502 identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 99
  • Doi Number: 10.1016/j.sbspro.2013.10.518
  • City: Riga
  • Country: Latvia
  • Page Numbers: pp.496-502
  • Keywords: Switching costs, brand satisfation, brand trust, brand commitment, mobile phone brands, LOYALTY, INVOLVEMENT

Abstract

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.