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
  • Yıldız Technical University Affiliated: No

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.