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

Antecedents of travellers’ repurchase behaviour for luxury cruise product

“…Switching costs have gained considerable attention in marketing and consumer behaviour (Sahin, Kitapçi, & Zehir, 2013;Wang, 2010). Both academics and practitioners in diverse fields have recognized that understanding the intricate role of perceived switching costs in the relationship between satisfaction and intention is essential for boosting retention rate (Han & Ryu, 2012;Sahin et al, 2013).…”

“…Both academics and practitioners in diverse fields have recognized that understanding the intricate role of perceived switching costs in the relationship between satisfaction and intention is essential for boosting retention rate (Han & Ryu, 2012;Sahin et al, 2013). Factors affecting switching costs differ in accordance with the types of products/services and customers (Yang & Peterson, 2004).…”

“…Perceived switching costs, which directly affect loyalty comprising positive behavioural intentions for a firm, are a significant function of customer satisfaction; such switching costs often mediate the impact of satisfaction on loyalty (Picón et al, 2014). Since the function of high switching costs retains a specific firm's customers from changing an existing relationship, an increase in the perceived level of switching costs often leads to increase in customer retention with the current firm (Sahin et al, 2013;Sui & Baloglu, 2003). It is consequently posited that:…”

“…One of the most efficient means of generating customers' trust level is to provide satisfactory experiences and delight them (Sahin et al, 2013). Customer trust frequently leads to customer commitment and loyalty intentions/behaviours in that this trust often creates a highly valued exchange relationship between customer and provider (Chaudhuri & Holbrook, 2001;Morgan & Hunt, 1994).…”

“…Their findings also showed that when customers have high brand trust, their willingness to repurchase a product with the same brand and be loyal for the brand increases. Customer satisfaction with the overall experiences of a product/service triggers customer trust in the product/service: and this trust formed based on satisfaction experiences is the key determinant of repurchase intention Sahin et al, 2013). Accordingly, customers' favourable evaluation of a product/service and its performances is a crucial pillar that upholds the high level of customer trust for the product/service, which provides an important reason for customers to remain with the current provider.…”