Brand switching of high-technology capital products: how product features dictate the switching decision

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to investigate the factors that underpin brand switching of medical imaging products by mass-market users. Most of the literature on brand switching is focused on competitive market products, for which switching costs are manageable. However, little consideration is given to brand switching of high-technology capital products. Design/methodology/approach -The conceptual model is developed based on the existing literature on B2B brand switching. An online survey was developed and distributed to decision makers involved in purchasing medical imaging technology. Findings -The results confirm the expectation that product features is the most influential factor underpinning brand switching. Product features are critical for medical organizations who want to maintain their competitive advantage. The findings suggest that the set of factors that influence the decision to switch is unique for users of different market segments in the same industry (e.g. lead users and mass-market users). This difference stems from technology utilization of each market segment. Research limitations/implications -In high-technology markets, managers should develop a reliable strategy to evaluate the antecedents behind brand switching that are specific to their industry. Knowledge of the major factors that cause users to switch is essential to allow firms to determine the strategy needed to prevent the erosion of their market share. Originality/value -Although the literature reports considerable research on brand switching, this study is a first-of-its-kind in that it demonstrates that the factors underpinning brand switching vary within the same industry, based on the characteristics of each market segment. This paper develops new knowledge on the factors that influence the decision of users of high-technology capital products to switch between brands to renew or improve their internal capabilities.

Investigating the Effects of Consumer Innovativeness, Service Quality and Service Switching Costs on Service Loyalty in the Mobile Phone Service Context

“…This is more crucial for the telecoms' service industry (Adham and Said 2010;Said and Adham 2010;Narayana 2011). When consumers switch from their existing service provider, many established relationships with that service provider are likely to deteriorate and dissolve (Al-kwifi et al 2014;Annala et al 2013;Gustafsson et al 2005). As a consequence, dissatisfied switchers can generate negative word of mouth reviews that can damage a firm's reputation and brand image (Lopez et al 2006).…”

Studi Brand Switching Behavior Dari Taxi Meter Konvensional Ke Taxi Online

“…Menurut Kotler dalam Wibowo (2013) perpindahan merek terjadi karena adanya faktor atribut produk. Sedangkan pada studi Kwifi (2014) perpindahan merek terjadi karena adanya faktor harga. Sedangkan menurut Ceng et al (2015) perpindahan merek diakibatkan faktor kebutuhan mencari variasi.…”

“…Berdasarkan hasil penelitian Al Kwifi (2014) harga merupakan faktor penting dalam dalam mendorong perilaku brand swiching, sedangkan menurut penelitian yang dikutif oleh Liang et al (2013) harga merupakan variabel yang paling sensitif dalam pemilihan merek. Begitupun dengan penelitian Makwana et al (2015) bahwa harga menunjukan pengaruh yang signifikan positif pada keputusan brand switching.…”

“…Dengan demikian hipotesis H 2 dalam penelitian ini menyatakan bahwa kebijakan penetapan harga mempunyai pengaruh yang signifikan terhadap keputusan brand switching behavior. Hasil hipotesis ini sejalan dengan penelitian yang dilakukan Clemes et al dalam Al Kwifi (2014), dimana harga merupakan faktor penting dalam dalam mendorong perilaku brand swiching, sedangkan menurut penelitian yang dikutif oleh Liang et al (2013) harga merupakan variabel yang paling sensitif dalam pemilihan merek. Begitupun dengan hasil penelitian Seng et al (2015) bahwa harga menunjukan pengaruh yang signifikan positif pada keputusan brand switching.…”

Brand Switching Behaviour in the Generation Y: Empirical Studies on Smartphone Users

“…To understand the different variety of brand switching factor is essential to create a business strategy (Al-Kwifi, Ahmed & Yammout, 2014). Shukla (2004) explained that by analysing the cause of brand switching, the manager will be able to repress the decline happened and build a successful company.…”