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

ŞAHİN A., Kitapci H., Zehir C.

9th International Strategic Management Conference, Riga, Letonya, 27 - 29 Haziran 2013, cilt.99, ss.496-502 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Cilt numarası: 99
  • Doi Numarası: 10.1016/j.sbspro.2013.10.518
  • Basıldığı Şehir: Riga
  • Basıldığı Ülke: Letonya
  • Sayfa Sayıları: ss.496-502
  • Anahtar Kelimeler: Switching costs, brand satisfation, brand trust, brand commitment, mobile phone brands, LOYALTY, INVOLVEMENT
  • İstanbul Üniversitesi Adresli: Hayır

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.