Abstract
Creating, increasing, and securing satisfaction, trust and commitment for a brand are central to many corporate strategies because obtaining new customers is costly and customer retention is connected to long-term profitability. The present study explores the relationship among brand satisfaction, brand trust, and brand commitment with an emphasis on understanding the linking role played by switching costs. The authors develop a model that explains how switching costs impact upon the brand satisfaction-trustcommitment chain. The model proposes that moderating effects of switching costs the relationship among brand satisfaction, trust and commitment. The authors analyse the relationships of satisfaction-trust, and trust-commitment for the customers of cell phone brands. The model is tested on data collected from 457 real consumers in Istanbul, Turkey. The results indicate that switching costs have moderating effects in the relationships between satisfaction, trust and commitment for a brand. This empirical study provides a new approach to understand the effects of switching costs on the relationships between satisfaction, trust, and commitment for a brand. The authors conclude with a discussion of these and other implications for researchers and practitioners
AZİZE ŞAHİN, HAKAN KİTAPÇI. (2013) Why Customers Stay: The Role of Switching Costs on the Satisfaction-Trust-Commitment Chain, International Review of Management and Business Research, Volume 2, Issue 4.
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