Customer loyalty and switching behavior of customer for Pepsi in Pakistan

Abstract

Intention to switch from one service provider to another, leads to switching behaviour, which results in the decrease of profits of the company. Switching behaviour helps in creating relationship between consumer and producer. In this research we study and investigate the effect of switching behaviour, customer satisfaction, habit, and utilitarian values on customer loyalty. The customer satisfaction, habit and utilitarian value were determined to be input variables, switching behaviour were determined to be intervening variables; and customer loyalty was determined to be the output variable. The model was designed to explain the factors affecting the customer loyalty. Our study based on a self-administered survey that was conducted in Bahawalpur setting. Data were collected from the randomly selected 150 Pepsi product consumers. Our study results provide a better understanding about the role played by each factor in the development customer loyalty and highlights the key role played by affective factors.

The Effect of Website Design Quality and Service Quality toward Repurchase Intention in the E-commerce Industry: A Cross-Continental Analysis

“…Their results are supported by another piece of research conducted by Jia et al (2014) in the electronic commerce industry which shows that there is a positive relationship between satisfaction and repurchase intention. Another similar study done by Aksoy et al (2011) on the U.S. stock market performance shows that customer satisfaction positively affects repurchase intention and this relationship can lead to the improvement of the stock market performance in the U.S. Further research regarding the relationship between customer satisfaction and repurchase intention of soft drink consumers in Pakistan also shows that customer satisfaction has a positive effect on customer repurchase intention (Hussain and Rizwan. 2014).…”

Customer Switching Behavior dalam Membeli Batik dari UKM

“…Perpindahan biaya hal yang penting dalam area pemasaran [22] Customer switching behavior berdasarkan item pernyataan (indikator) menunjukkan bahwa nilai tertinggi berada pada dimensi intend sebesar 72,28%. Menurut [24] niat seorang pelanggan untuk beralih dari satu penyedia layanan ke penyedia layanan lain, akan menghasilkan penurunan laba dari perusahaan. Perilaku perpindahan pelanggan membantu menciptakan hubungan antara konsumen dan produsen.…”

“…Perusahaan dapat meningkatkan kepuasan pelanggan dengan meningkatkan layanan yang mereka sediakan dengan produk atau layanan. Pergeseran perilaku membantu dalam membuat hubungan antara pelanggan dan perusahaan [24]. adalah dimensi intend dan dimensi dengan perolehan tanggapan paling rendah adalah dissapoinment.…”

Untitled

“…Merujuk pada the theory of planned behavior (Ajzen, 1991), perilaku seseorang ditentukan langsung oleh keinginan mereka untuk berperilaku, sedangkan keinginan seseorang untuk berperilaku dimotivasi oleh perasaan suka atau tidak suka, persepsi atas tingkat kepentingan, dan situasi atau kondisi yang memungkinkan untuk berperilaku (perceived behavioral control). Dalam konteks penelitian ini, keinginan berperilaku direpresentasikan oleh kecenderungan untuk bepindah (Malhotra, 2013dan dan Pric, 2006; sedangkan perilaku direpresentasikan oleh kesetiaan merek (Oliver, 1999;Chaudhuri & Holbrook, 2001) dan perilaku berpindah (Ahmed et al, 2015;Hussain & Rizwan, 2014;dan Keaveney, 1995 (Davis, 1989) dan persepsi resiko (Cox & Rich, 1964dan Mitchell, 1999 (Im et al, 2008).…”