Exploring the effect of quality perceived and customer switching costs on mobile phone customer’s brand loyalty in Vietnam
Main Article Content
Abstract
This study examines the components of customer switching costs and its influence on brand loyalty. Besides, perceived quality is also been considered in the relationship between customer switching costs and brand loyalty. A sample of 300 consumers was surveyed to test the theoretical model. Structural equation modeling (SEM) was used to analyze the data. The research result confirms that customer switching costs had not effect on brand loyalty, and perceived quality affected on customer switching costs and brand loyalty.
Article Details
Keywords
Customer switching costs, perceived quality, brand loyalty
References
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Klemperer, Paul., 1995. Competition When Consumer Have Switching Costs: An Overview With Applications to Industrial Organization. Macro-economics, and International Trade. Review of Economic Studies, 62: 515-539.
Liu, C., Guo, Y. M. & Lee, C., 2011. The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31 (1): 71-79.
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Yoo, B.H, Donthu, N & Lee S.H., 2000. An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of the Academy of Marketing Science, 28 (2), 195-211.
Arasil, O., Ozer, G. & Aydin, S., 2005. Customer loyalty and the effect of switching cost as a moderator variable. Marketing Intelligence & Planning, 23 (1): 89-103.
Burnham, T. A., Frels J. K., & Mahajan., 2003. Consumer Switching Costs: ATypology, Antecedents, and Consequences. Journal of the Academy of Marketing Science, 31, 109-126.
Callaghan, M.; J. Mcphail & O. H. M. Yau (1995), Dimensions of a Relationship Marketing Orientation: An Empirical Exposition, Proceedings of the Seventh Biannual Word Marketing Congress, 7 (2), pp. 10 – 65.
Chaudhuri, A., (1999), Does Brand Loyalty Mediate Brand Equity Outcomes?, Journal of Marketing Theory and Practice, Spring 99, 136 – 146.
Chen, C. & Myagmarsuren, O. (2011), Brand Equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services, Total Quality Management, iFrist Article, 1 – 18.
Dawa, N. (1999), Perceived quality. In P.E. Earl and S.Kemp (Eds) The Elgar Companion to Consumer Research and Economic Psychology, Northampton, MA: Edward Elgar.
De Wulf, K., Odekerken-Schroder, G. & Iacobucci, D., 2001. Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65 (4), pp.33-50.
Gatignon, Hubert and Thomas S. Robertson., 1992. The Handbook of Consumer Behavior. Eds.
Thomas S. Robertson and Harold H. Kassarjian, Englewood Cliffs, NJ: Prentice Hall.
Gremler, D. D. & Brown, S.W., 1996. Service Loyalty: Its Nature, Importance, and Implications.
pp. 171-180. ISQA C/o Business research Institue.
Hennig – Thurau T., Gwinner, K. P., Gremler, D.D., 2002. Understanding relationship Marketing outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Resaerch, 4 (3), 230-47.
Hoa Vinh, 2013. Việt Nam, “ngôi sao” mới ngành hàng tiêu dùng.
Holak, Susan L. & Donald R. Lehmann., 1990. Purchase Intentions and the Dimensions of Innovation: An Explorarory Model. Journal of Product Innovation Management. 7:59-73.
Jones, M.A., Mothersbaugh, D.L., Beatty, S.E., 2002. Why customer stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of Business & Industrial Marketing, 26 (6): 395-406.
Klemperer, Paul., 1995. Competition When Consumer Have Switching Costs: An Overview With Applications to Industrial Organization. Macro-economics, and International Trade. Review of Economic Studies, 62: 515-539.
Liu, C., Guo, Y. M. & Lee, C., 2011. The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31 (1): 71-79.
Nguyễn Đình Thọ và Nguyễn Thị Mai Trang, 2011. Nghiên cứu khoa học marketing: Ứng dụng mô hình cấu trúc tuyến tính SEM, ấn bản lần 2, NXB Lao Động.
Sheth, Jagdish N. & Parvatiyar, A., 1995. Relationship Marketing in Consumer Markets: Antecedents and Consequences. Journal of Academy of Marketing Science, 23 (Fall): 255-272.
Willys, N. (2018) Customer Satisfaction, Switching Costs and Customer Loyalty: An Empirical Study on the Mobile Telecommunication Service. American Journal of Industrial and Busi- ness Management, 8, 1022-1037.
Yoo, B.H, Donthu, N & Lee S.H., 2000. An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of the Academy of Marketing Science, 28 (2), 195-211.
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