Purpose
The purpose of this paper is to go beyond satisfaction as an indicator of customer loyalty and propose a holistic model of service switching in a mobile internet setting. The model, which reflects both barriers and inducements of switching, is developed based on the “mooring” and “pull” concepts in the migration literature.
Design/methodology/approach
Focusing on Generation Y mobile internet subscribers, the study analyzed a total of 417 usable questionnaire responses. Partial least squares structural equation modeling was used to test the research model.
Findings
The results show that first, satisfaction and switching barriers (i.e. a focal firm’s marketing innovation initiatives, switching costs, inertia, and local network effects) are positively related to customer loyalty; second, switching barriers have a stronger influence on customer loyalty compared with satisfaction; third, switching inducements (i.e. competitors’ marketing innovation initiatives, alternative attractiveness, variety-seeking tendencies, and consumers’ susceptibility to social reference group influence) is negatively related to customer loyalty and the relationship is weaker when perceived switching barriers are high.
Originality/value
This study empirically validates multidimensional scales of switching barriers and inducements from a more nuanced perspective, and specifies them as reflective-formative type II models. This study is among the first to use opposing dimensions to measure switching barriers and its counterpart. Hence, it illustrates how the two contrasting mechanisms can coexist in the minds of mobile internet subscribers.
PurposeThe purpose of this study is to assess the influence firm reputation on behavioral intentions and to examine the moderating role of failure attributions in the relationship between firm reputation and behavioral intentions.Design/methodology/approachThe sample used in this study consists of 127 airline passengers in an airport in Iran. The data were collected via a structured survey.FindingsBased on the findings firm reputation has a significant and positive relationship with behavioral intention. Additionally, hierarchical regression analyses confirmed the moderating role of failure attributions in the relationship between firm reputation and behavioral intentions.Research limitations/implicationsThis study examines only one service context; consequently, the results cannot be generalized to other service industries.Practical implicationsBy understanding the important role of firm reputation, service organizations understand that carefully building and maintaining reputation is paramount for continued success as this study shows that an excellent reputation directly affects how customers respond to failures.Originality/valueAlthough, prior research has developed an understanding of the role of firm reputation on behavioral intentions, however, this study additionally examined the role of failure attributions as the moderator in this relationship.
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