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When consumers switch brands
Psychology & Marketing
Abstract
A proposed integrative approach measured consumer response to various incentives to switch brands. The response measure consisted of both actual behavior (i.e., switching behavior) and an evaluative measure, which underlies the behavior. Self-perception theory was utilized to assess consumer switching behavior in response to intrinsic versus extrinsic motives. The integrative approach was tested in the context of a multistage longitudinal field study concerning five product classes. Findings show that there is a difference depending upon whether switching behavior was induced by extrinsic (e.g., price, coupon) or intrinsic (e.g., a desire to try a new brand) incentives. Unlike intrinsically induced switching, extrinsic incentives motivated consumers to switch despite a high level of satisfaction with the last purchased brand. However, this switching behavior resulted in weaker intentions to repurchase the new brand.
... Financial incentives, in the form of price promotions, are one of the most commonly cited reasons for brand switching (Kahn & Louie, 1990;Mazursky et al., 1987;Sun, 2005). Price promotions include discounts (i.e., percentage-off, and money-off deals; DelVecchio, Krishnan, and Smith 2007), free trial periods, buy one get one free offers, as well as cashback rewards. ...
... Research on the downsides of promotions shows price promotions may increase a consumer's price sensitivity (Mela et al., 1997) and impatience (Shaddy & Lee, 2020), impact future price expectations (DelVecchio et al., 2007), generate negative feedback (e.g., negative signal of quality or brand desperation; Gedenk & Neslin, 1999;Kendrick, 1998) and reduce long-term loyalty (Dodson et al., 1978;Mazursky et al., 1987). Notably, these studies consistently focus on changes in consumer behavior following the decision to switch. ...
... X ✓ X X Field Mazursky et al. (1987) An extension of Dodson, Tybout, and Sternthal's 1978 article that shows a difference between switching behavior induced by external vs. internal incentives. ...
A majority of consumers resist switching brands when exposed to competitor sales promotions. Yet, in an effort to entice consumers to switch brands, firms spend more on sales promotions, in the form of price promotions such as discounts and coupons, than any other advertising and marketing expense. Interestingly, marketing research devotes much attention to understanding how the small subset of consumers who switch are impacted by a firm’s promotional efforts, yet little attention is focused on how forgoing a competitive promotion alters a consumer’s loyalty to an incumbent brand. The present research focuses on the potential unintended consequences of price promotions and demonstrates when a competitor brand’s offer fails to motivate consumers to switch brands, a consumer’s resistance to the promotion subsequently increases loyalty to- and spending with- their incumbent brand. Across seven studies, this research demonstrates how a competing firm’s attempt to lure consumers away from a competitor’s brand can strengthen loyalty for the incumbent brand.
... A study by Mazursky, labarbera and Aiello (1987) utilised self-perception theory to analyse consumer brand switching behaviour. The study identified intrinsic and extrinsic motivations as the two facets that drive brand switching. ...
... A study by Van Trijp, Hoyer and Inman (1996) stated that many brand switches occur not because they are intrinsically rewarding but because they are key to attaining or avoiding another purchase or consumption goal (extrinsic motivation). Sales promotions are a widely used extrinsic means to create switching behaviour (Mazursky et al., 1987;Shukla, 2004;Kahn & Louie,1990). Mazursky et al. (1987) further stated that individuals who face tight financial constraints are more easily swayed by extrinsic motives to switch such as sales promotions. ...
... Sales promotions are a widely used extrinsic means to create switching behaviour (Mazursky et al., 1987;Shukla, 2004;Kahn & Louie,1990). Mazursky et al. (1987) further stated that individuals who face tight financial constraints are more easily swayed by extrinsic motives to switch such as sales promotions. ...
Understanding brand switching behaviour enables companies to attract new consumers, win back lost ones and ultimately strengthen the relationship consumers have with brands. Sales promotions have been identified as a key driver for consumers switching brands and use a significant share of the total marketing expenditure. Whilst a fair amount of research has been conducted on the effect of sales promotions on brand switching behaviour, limited research has been conducted on the behaviour that follows once consumers have switched brands. This study identifies consumers' post-switching behaviour, specifically the likelihood to stockpile after a consumer has brand switched in the understudied South African Bottom of the Pyramid market. Positive significant relationships were identified between all the constructs and it was found that the type of sales promotion did not moderate the relationship between sales involvement and brand switching. Brand switching did, however, mediate the relationship between sales involvement and stockpiling.
... In particular, we look at the relative influence of peer and family (Moschis, 1985) and of price changes on brand relationships and switching intentions. While brands play an important role in purchase behaviour (Park, Jun and Shocker, 1996) and brand switching has been a subject of investigation (Mazursky, LaBarbera andAiello, 1987, Jones, Mothersbaugh andBeatty, 2000), a study in the context of young consumers, that looks at the nature of brand relationships, compares different segments, and investigates the relative influence of peer and family and the influence of price change, is presently lacking. This is an important lacuna because young consumers tend to behave differently from the older consumers. ...
... Many studies find that consumers switch brand either due to the extrinsic motives (price, coupons) or intrinsic motives (desire to try out a new brand) (Mazursky, LaBarbera and Aiello, 1987). Extrinsic motives to switch are more prevalent amongst the experienced consumers as compared to the consumers with limited purchase experience (Mazursky, LaBarbera and Aiello, 1987). ...
... Many studies find that consumers switch brand either due to the extrinsic motives (price, coupons) or intrinsic motives (desire to try out a new brand) (Mazursky, LaBarbera and Aiello, 1987). Extrinsic motives to switch are more prevalent amongst the experienced consumers as compared to the consumers with limited purchase experience (Mazursky, LaBarbera and Aiello, 1987). Even with the level of satisfaction, the consumers may change their repurchase decision in the presence of the high switching barriers like interpersonal relationships, switching cost, and competitor's attractiveness (Jones, Mothers-baugh and Beatty, 2000). ...
Consumer-brand relationships is an evolving area of study. The purpose of this study is to: establish that brand relationships postulated in the literature exist along all dimensions for young consumers in the emerging market context investigate the influence of peers, family, and brand relationships on switching intentions amongst young consumers examine the impact of price changes on switching intentions in the context of brand relationships.
This is an empirical study focusing on the brand relationships amongst young consumers in the age range of 13 to 25 years in an emerging economy. Data were collected from 214 respondents from the SEC A and B categories in a city in Western India through a questionnaire administered in the presence of the researchers. The results indicate that: young consumers do form relationships with brand(s) on all the six dimensions of consumer brand relationship that have been postulated in the literature love and passion dimension of brand relationship is stronger amongst teenagers as compared to young adults.
The second part of the paper looks at the influence of the social groups like family and peers on the switching behaviour in presence of brand relationship dimensions where, we found that family has a relatively stronger influence than peers. Finally, it looks at the effect of price comparison on brand relationship. It is found that consumers do compare price irrespective of how strong the brand relationship is. This may be an artifact of the higher price consciousness in the Indian environment that is found amongst consumers across income groups. The future directions and limitations are discussed at the end.
... Platforms such as Instagram, TikTok, and Snapchat have transformed from mere communication tools into dynamic marketplaces where influencers wield considerable influence over brand perceptions and consumer behavior. Brand switching, defined as the transition of customer loyalty from one brand to a competitor, is influenced by various factors, including dissatisfaction, variety-seeking behavior, social identification, and the desire for lower prices (Fintikasari & Ardyan, 2018;Gulamali & Persson, 2017;Mazursky et al., 1987). Millennials and Generation Z (Gen Z) are particularly prone to brand switching. ...
... This behavior can be influenced by factors such as dissatisfaction, desire for variety, social identification, and the pursuit of maximum benefits (Gulamali & Persson, 2017). Additionally, brand switching may be prompted by incentives like the desire to try something new, seeking lower prices, or availing discounts (Mazursky et al., 1987). This study seeks brand switching occurs when consumers shift their loyalty from one brand to another due to factors such as dissatisfaction, a desire for variety, social identification, and the pursuit of maximum benefits, which are frequently influenced by incentives such as trying something new, seeking lower prices, or taking advantage of discounts. ...
This study examines the effect of social media influencers on brand switching behaviors among Millennials and Generation Z in urban areas of Nepal, specifically focusing on the major cities of Kathmandu and Lalitpur. A sample size of 150 respondents was determined using the rule of 1:10. Data were analyzed using regression analysis to assess the relationships between social media influencers and brand switching. The findings indicate that social media influencers play a significant role in influencing customer decisions regarding brand switching. In contrast, opinion leaders and celebrities did not show any significant influence on this behavior. This suggests that social network users, particularly younger consumers, have a substantial impact on brand switching behaviors. The study also highlights the prevalent use of social media among younger demographics, particularly on platforms like Instagram, reinforcing the importance of social media in shaping consumer choices and opinions. The results have important implications for businesses operating in the digital age. By effectively leveraging social media influencers, companies can better tap into the preferences and motivations of Millennials and Generation Z, ultimately fostering brand loyalty and trust. Overall, this research contributes to the understanding of the dynamics between social media influencers and consumer behavior, emphasizing the need for businesses to adapt their marketing strategies to engage effectively with younger consumers in an increasingly digital marketplace.
... Consumers' firm beliefs and behaviors towards the brand will reflect an intransigent brand attitude, whereas consumers' malleable beliefs and behaviors will reflect a flexible brand attitude. Consumers may develop flexible attitudes due to contextual factors such as price/sales promotion (Szmigin et al., 2009), or it may be driven by intrinsic factors such as desire to try a new brand (Mazursky et al., 1987). Similarly, prior research indicates that consumers adopt an intransigent attitude towards consumption decision-making due to self-concept and social factors (Coimbra & Ferreira, 2020;Duarte et al., 2016). ...
... Such a flexible brand attitude leads to low BL (Bergkvist & Bech-Larsen, 2010). This is because consumers with flexible brand attitudes are less likely to feel separation distress without consuming the focal brand, and are more prone to be influenced by intrinsic and/or extrinsic switching incentives (Biraglia et al., 2021;Mazursky et al., 1987). As high BL predicts strong intention to pay price premium (Batra et al., 2012), low BL derived from a highly flexible brand attitude will garner a lower WPP. ...
The purpose of this study is to investigate how self‐brand connection in an interactive multi‐actor single‐brand retail context can lead to consumers' willingness to pay premium through the sequential mediation of brand attitudes (intransigent and flexible) and brand love. Study 1 shows that self‐brand connection strengthens (weakens) consumers' intransigent (flexible) brand attitude, thereby increasing their brand love and willingness to pay price premium. Furthermore, consumers' high level of cynicism attenuates brand love and willingness to pay premium for consumers' displaying flexible brand attitudes. Study 2 shows that favorable other customer perceptions can mitigate the detrimental impact of high consumer cynicism on consumers' brand responses. In Study 3, we found that other customers' favorable behaviors (over similarity and/or appearance) can best mitigate the negative effects of consumer cynicism on brand love and willingness to pay premium. The research contributes by showing how varying degrees of consumers' self‐brand connection can develop willingness to pay premium through developing either intransigent (constructive route) or flexible (mitigating route) brand attitudes and brand love. For consumers harboring flexible brand attitudes accompanied with high cynicism, other customer perception serves as a conditioning tool, that alleviates their cynicism, and garners higher brand love as well as willingness to pay premium, and behavior dimension of other customer perception dominates in this quest.
... Moreover, the competitive market situation allows customers to easily switch among brands [36][37][38]. When consumers make a decision to visit a certain hotel or a restaurant, a fairly large number of brands exist in the customers' consideration set or brand choice repertoire. ...
... When consumers make a decision to visit a certain hotel or a restaurant, a fairly large number of brands exist in the customers' consideration set or brand choice repertoire. In this case, consumer's choice behavior may be induced by extrinsic (e.g., discount/promotional coupon, price reduction, membership points) and intrinsic (e.g., the need for social acceptance and belonging to a group, a desire to try a new product) factors [38]. Indeed, in the current competitive market environment (e.g., newly developed technology, information explosion, functional similarity between a brand), diverse alternatives and situational factors, such as e-commerce product pages [39], may affect every purchasing moment. ...
The consumer decision journey is a complex and situation-dependent process. In highly competitive markets with diverse brands in the hospitality industry, it is important to understand how customers’ wallets are allocated to a particular brand among a set of competing brands. A review of the literature indicates that customers generally follow a previous purchasing experience and its evaluation (e.g., satisfaction, preference) but may change their former decisions at the purchasing moment through the dynamic process. This study builds upon the concept of brand categorization to understand complex choice behavior and the customer’s share of wallet. This study proposes a conceptual framework incorporating several recent theoretical developments in consumer research to better understand customers’ purchasing behavior in the hospitality industry. As such, it provides guidelines for designing a more effective marketing and communication strategy for hospitality entities.
... Furthermore, Roos (1999) also explains that the determinants of moving consumers, among others, due to price. In addition, Mazursky et al. (1987) in his research found that price consideration is one factor which influences the switching behavior. Sahay and Sharma (2010) in their research also argue that the significant price changed will increase the switching intention of the customers. ...
... System (STS). STS is the tuition fees policy where the students will pay the tuition fees in a fixed amount of money for each semester. In addition, Roos (1999) describes the determinants of moving consumers, among others, because of the price.Mazursky, Labarbera, and Aiello (1987) in their research found that most of the consumers are price consideration, coupon redemption, and they have a tendency to try a new brand. ...
This research investigates the influence of Single Tuition Fee System (STS) and Service Quality on Universitas Negeri Padang’s students’ intention to transfer to other universities. It also examines the correlation between Service Quality and STS in influencing the students’ intention to switch. The population of this study was 8,314 non-Bidikmisi Scholarship students from the class of 2013 and 2014. The sample size was determined by using Slovin formula, and it employed 400 students as the samples by using accidental sampling method. The data have been collected by using survey method with the questionnaires as the data collection method. This study analyzes the data by using path and correlation analysis. Before the main analysis, this study has conducted some preliminary analysis such as normality and multicollinearity test. The result of the research shows that: (1) the STS has a significant positive effect on students’ intention to transfer to other universities, (2) Service quality has a significant negative effect on students’ intention to transfer to other universities, and (3) There is a significant correlation between STS and service quality in influencing students’ intention to transfer to other universities. Some limitations and future study have been addressed.
... Keputusan untuk berpindah dari merek satu ke merek lain merupakan fenomena kompleks yang dipengaruhi oleh faktor-faktor perilaku tertentu, skenario persaingan, dan waktu (Srinivasan, Biggers Jr, & Latour Jr, 1996). Menurut Mazursky, Labarbera, & Aiello (1987), perilaku perpindahan merek dapat disebabkan oleh faktor intrinsik dan ekstrinsik. Faktor instrinsik adalah faktor yang berasal dari dalam individu yang bersangkutan, misalnya adanya keinginan untuk mencoba merek baru. ...
... Konsumen akan mencari sesuatu yang baru di toko lain salah satunya adalah nilai yang diperoleh diharapkan lebih tinggi dari yang diberi oleh toko sebelumnya (Rajagopal, 2011). Pernyataan ini tidak sejalan dengan ( Mazursky et al., 1987). Mereka berpendapat bahwa perilaku perpindahan konsumen ke merek lain dipengaruhi oleh dua faktor yaitu intrinsik dan ekstrinsik. ...
This article describes the effect of consumer dissatisfaction and the need to find variations on the behavior of online store switching from Tokopedia to Lazada. Samples were 95 respondents who are students of Faculty of Economics, Universitas Negeri Medan with purposive sampling as a sampling technique. The questionnaire was employed as a data collection tool and then analyzed by multiple linear regression method. The result of the regression is Y = 0.723 + 0.371X1 + 0.435X2 + ε. The result of F test (43.413) shows that consumer dissatisfaction and the need to find variation simultaneously have a positive and significant effect on the behavior of consumer switch from Tokopedia to Lazada. Partially, consumer dissatisfaction (3.368) and the need for variation (4.638) have a positive and significant effect on consumer switching behavior from Tokopedia to Lazada. The determination coefficient (R2) is 0.486 which means that 48.6% consumer dissatisfaction and the need to find variation can explain the behavior of consumer switching. The remaining 51.4% explained by other variables outside the study. Online marketers should pay attention to these two variables in developing their business strategies to keep customers moving from an online store to another.
... Price promotions may prompt consumers to break their purchase habits and buy a brand for the first time (Bass et al. 1984). Price reductions have been found to be the main reason for non-brand buyers switching brands, although once the price promotion is over, they often failed to repeat-purchase (Mazursky, LaBarbera & Aiello 1987). Therefore, the price promotions lead only to a short-term sales boost (Brown 1974;Mazursky, LaBarbera & Aiello 1987). ...
... Price reductions have been found to be the main reason for non-brand buyers switching brands, although once the price promotion is over, they often failed to repeat-purchase (Mazursky, LaBarbera & Aiello 1987). Therefore, the price promotions lead only to a short-term sales boost (Brown 1974;Mazursky, LaBarbera & Aiello 1987). Besides, most customers attracted to price promotions are established brand buyers (Dawes, JG 2002). ...
Two studies provide estimates of the upper range of incidence of first-time (brand and UPC) purchases, claimed reasons for these new purchases, and consumer profiles of first-time brand buyers. Study 1 analyzes three years of transaction data from 10,000 loyalty card members; Study 2 reports on 510 mall-intercept interviews in two different stores. Despite the vast range of items available in modern supermarkets, new brand purchasing is not particularly common: new brands constitute about 5% of items in a basket and are purchased on about 1/3 of shopping trips. The majority of these new-to-consumer purchases have been prompted by in-store stimuli (noticing new brands, price promotions and stock-outs). Interestingly, demographic characteristics between first-time and existing buyers did not differ. Providing further evidence to the habitual nature of grocery shopping, the results indicate limited opportunities to expand/change consumer repertoires suggesting the need for ongoing marketing activities for FMCGs.
... Bansal and Taylor (1999) provided a definition of a service switch as the replacement or exchange of the current service provider with another service provider. Many studies find that consumers switch brand either due to the extrinsic motives (price, coupons) or intrinsic motives (desire to try out a new brand) (Mazursky, LaBarbera and Aiello 1987). Extrinsic motives to switch are more prevalent amongst the experienced consumers as compared to the consumers with limited purchase experience (Mazursky et al., 1987). ...
... Many studies find that consumers switch brand either due to the extrinsic motives (price, coupons) or intrinsic motives (desire to try out a new brand) (Mazursky, LaBarbera and Aiello 1987). Extrinsic motives to switch are more prevalent amongst the experienced consumers as compared to the consumers with limited purchase experience (Mazursky et al., 1987). Even with the level of satisfaction, the consumers may change their repurchase decision in the presence of the high switching barriers like interpersonal relationships, switching cost, and competitor"s attractiveness (Jones, Mothers-baugh and Beatty, 2000). ...
Superstore, a form of self-serviced grocery store, has experienced marked expansion and development in the recent years in Bangladesh. In the midst of severe competition and increased number of grocery retail outlets providing a variety of products, customers have become familiar to patronizing multiple outlets. Therefore it has become important for retail stores to try and manage customer satisfaction. However, in their drive for customer satisfaction, many of these stores continue to be faced with a number of obstacles including fierce competition, market analysis and rising customer expectations etc. Thus this paper was developed to investigate the impact of few noteworthy antecedents (viz. perceived service quality, trust, perceived price, and product variety) of customer satisfaction and its relation with customer loyalty and intentions to switch. The data were collected from 134 customers via nonprobability sampling from different departmental stores (Agora, Nandan, Shwapno, and Meenabazar) in Dhaka city. The questionnaires were analyzed using SPSS 17. The results of the study revealed that all the antecedents were positively correlated with customer satisfaction and customer satisfaction was positively correlated customer loyalty and negatively correlated with customer intentions to switch. All the posited six hypotheses are supported in a significant way. This study might persuade the retail operators to identify the needful to create a contented and committed customer base.
... A brand's deal frequency is defined as the proportion of times a brand is found on deal (Bell, Chang andPadmanabhan 1999, Nijs et al. 2001) in the period before the delisting. Brands with a high deal frequency are more likely to attract deal prone customers who tend to buy the brand because of the promotional deal (i.e., an external cue) rather than its intrinsic brand characteristics (Mazursky, LaBarbera and Aiello 1987). This observation could impact the retailer's and manufacturer's vulnerability position in the event of a conflict delisting. ...
... Similar to the above mentioned deal frequency of the delisted brand, the deal frequency of the assortment is defined by the proportion of times a deal is issued in an assortment (Bell, Chang and Padmanabhan 1999), in the period before the delisting. In line with the reasoning for brand deal frequency, we assume that assortments with high deal frequency are more likely to attract deal prone customers who tend to buy because of the promotional deal (Mazursky, LaBarbera and Aiello 1987). Hence, consumers are more likely to have experience with buying competitive brands as there have been multiple promotional triggers to do so. ...
The days of dominant manufacturers dictating the game to obedient retailers are long gone. When parties believe they have equal bargaining power, negotiations end in deadlock more frequently and result in conflict delistings wherein the manufacturers' brands get removed from the retailers' assortments. This might cause major sales losses as consumers are forced to change stores or brands. The authors study both parties' vulnerabilities by investigating their market share shifts during a highly publicized real-life conflict delisting executed by a major retailer against a major manufacturer, involving multiple brands and categories. Generally, both parties lost sales, yet the retailer was the most vulnerable party. Manufacturer-brand and retailer-assortment characteristics moderated both parties' vulnerability: the manufacturer and retailer became respectively less and more vulnerable when a high-equity brand was delisted in a small assortment. Both parties lost more in necessity than in impulse categories. The authors additionally investigate long-term consequences that occurred after the conflict was settled: the retailer's market share recovered to the predelisting level, whereas the manufacturer's share underwent a long-term level rise.
... The third variable, subjective norms, reflects the social influence exerted by significant others on a consumer's intention to switch products (Liao et al., 2020). Lastly, switching intention is defined as the deliberate consideration and willingness of consumers to shift their brand loyalty (Mazursky et al., 1987), measured through intention, consideration, and determination to switch in the future (Liao et al., 2020). ...
This study investigates the influence of regret, alternative attractiveness, and subjective norms on switching intentions among users of NIVEA Body Serum in Bandar Lampung. Amid growing competition in the skincare industry, understanding the psychological and social factors driving brand switching behavior has become critical for companies aiming to retain customer loyalty. The research adopts a quantitative approach, collecting data from 120 respondents who are current or former users of NIVEA Body Serum. Data were gathered through structured online questionnaires using a Likert scale and analyzed using multiple linear regression. The results reveal that both regret and alternative attractiveness significantly influence consumers’ intentions to switch brands. Regret arises when users perceive that an alternative brand could offer better performance, prompting dissatisfaction with the current product. Similarly, the attractiveness of competing products, such as those offering superior quality or affordability, further motivates users to consider switching. Conversely, subjective norms—social pressures from peers or significant others—did not significantly affect switching intention in this context. These findings imply that internal evaluations and personal product experiences outweigh external social influences in shaping brand switching decisions. The study contributes to consumer behavior literature by emphasizing the role of cognitive and emotional factors in brand loyalty decisions, specifically within the skincare sector. It also provides practical insights for marketers to address user dissatisfaction and to enhance their value proposition to mitigate switching behavior.
... The non-rational consumers tend to switch to another brand when the competing brand is offering a comparatively lower price, especially hedonic products (Yazdanifard, 2015). Thus, if the company's objective is to attract new customers, then sales promotions may indeed be the right choice to induce that switching (Mazursky et al. 1987). But it is not easy for the companies to influence consumers to switch brands. ...
... Fram (1982) asserts that as universities are frequently perceived as Gestalts (an organized whole), concepts related to faculty, curricula, high-quality instruction, and the correlation between cost and quality are frequently included in university images. Numerous studies have also demonstrated the beneficial effect of school image on student satisfaction (Mazursky et al., 1987;Kazoleas et al., 2001;Arpan et al., 2003;Alves & Raposo, 2010;Nguyen & LeBlanc, 2001;Klooster et al., 2023). Therefore, this study assumes that there the requirement > 1), and all of these groups had factor loading coefficients > 0.5. ...
The objective of this research is to investigate how learner satisfaction is affected by aspects of service quality. Quantitative and qualitative research methods are used in this study. Accordingly, with a qualitative method, the study conducted in-depth interviews with 20 experts in the field of higher education to evaluate the completeness and validity of the scale. Using the quantitative method, the study conducted a survey with 1,405 learners at the University of Finance and Marketing (UFM) for the purpose of evaluating the reliability of the scale and, at the same time, being used to test the research model and proposed research hypotheses. The findings of the study indicate that learner satisfaction is influenced by eight independent components. Specifically, the most important component is image, which is followed by reliability, training programs, facilities, assurance, empathy, responsiveness, and lecturers. The research findings lead the authors to suggest that the UFM should concentrate on enhancing the university's reputation so that students feel proud of them; they should also follow through on their initial promises to students; evaluate and enhance their curricula to bring them closer to international standards, make them appropriate for students, and satisfy societal demands; To better serve students, upgrade the facilities.
... • I became bored of the previous brand and decided to switch to the new one. (BRS4) [96,97] 0.566 ...
The biggest consumers of dairy products for children aged 1–3 years, which are referred to as growing-up milk (GUM), come from the middle and lower socioeconomic classes. More than 90% of Indonesians belong to this segment. In 2020, the proportion of the population living in rural and urban areas will be almost equal, namely 43.3% and 56.7%, respectively. Understanding brand switching behavior is essential to enabling GUM manufacturers to stay in business and thrive by retaining loyal customers. The aims of this study are (i) to assess the level of brand switching; (ii) to examine the determinant factors of brand switching behavior; and (iii) to compare the brand switching behavior of GUM consumers in rural and urban areas of middle and lower socioeconomic classes in Java. The research was conducted in 4 sub-districts in 2 provinces (East Java and D.I. Yogyakarta) using a guided interview method with a questionnaire. Research respondents were 419 consumers of GUM, and they were selected using the purposive sampling method. Data analysis used partial least squares - structural equation modeling (PLS-SEM) and multigroup analysis (MGA). The study found that the level of brand switching among GUM consumers in Java is 57%, which is considered high. The most important factor that influences the brand switching behavior of GUM consumers in Java's middle and lower socioeconomic classes is bad prior experiences, followed by variety seeking, bad product attributes, and customer dissatisfaction. A defective product is the most reflective indicator of a bad prior experience. There is no difference in brand switching behavior between rural and urban consumers in Java from the middle to lower socioeconomic classes. Therefore, GUM manufacturers are allowed to adopt the same marketing strategy to increase efficiency.
... time pressure) can be made based on their demographic characteristics. On the other hand, some internal and external factors also affect consumers' brand switching behaviors (Mazursky et al., 1987). A study on clothing products found that the internal factors affecting brand switching included loyalty, perceived risk, satisfaction and diversity (Michaelidou and Dibb, 2009). ...
... Customer switching intention may, broadly, occur based on (i) extrinsic factors, or external drivers of customer switching (e.g., firm-based advertising/promotions; Zeelenberg and Putten, 2005;Herrmann et al., 2009), or (ii) intrinsic factors, which reflect the customer's innate needs, (e.g., psychological) processes, and motivations to switch firms (e.g., need-forcognition/variety-seeking; Mazursky et al., 1987;Hollebeek et al., 2021a). In this paper, we focus on the intrinsic factor of customer variety-seeking, as outlined. ...
Purpose – This study examines the role of service customers’ variety-seeking and engagement in driving their service switching intention. We also explore the moderating role of customer relationship proneness in this association.
Design/methodology/approach – To test the hypotheses, we deployed a sample of 227 service customers, whose data was analyzed by using partial least squares structural equation modeling (PLS-SEM).
Findings – The findings show that customer engagement mediates the relationship of customer variety-seeking and their service switching intention, as hypothesized. Moreover, customer relationship proneness weakens the negative effect of engagement on customers’ service switching intention.
Originality/value – Though scholarly acumen of customer engagement is rapidly developing, little remains known regarding its theoretical interface with customer variety-seeking and switching intention. Addressing this gap, we test a model exploring (i) the mediating role of customer engagement in the association of customer variety-seeking and switching intention, and (ii) the potentially moderating role of customer relationship proneness in the association of customer engagement and service switching intention.
Keywords – Customer engagement; Variety-seeking; Relationship proneness; Switching intention.
Paper type – Research paper.
... The first reason for the brand hate and its accompanying protest and avoidance behaviors might be because of intrinsic motives such as the wrongdoing of the brand. Such intrinsic reasons (compared to their extrinsic counterparts) may not be strong enough to drive brand switching to alternative brands (Mazursky et al., 1987). It is also possible that product quality or other product attributes (e.g. ...
Purpose
The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies.
Design/methodology/approach
Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square.
Findings
This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively.
Originality/value
The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.
... In traditional approaches, researchers design hand-crafted hash function and encode hash code by projecting example data on a new feature space [1,2]. Alternatively, the traditional hashing methods divide the original space of data according to the number of bits in the hash code and determine the value of each bit by the position of the examples relative to each hyperplane [3,4]. Those methods are too simple to handle with tremendous and complex data. ...
Compared with the traditional hashing methods, deep hashing methods generate hash codes with rich semantic information and greatly improve the performances in the image retrieval field. However, it is unsatisfied for current deep hashing methods to predict the similarity of hard example pairs. There exist two main factors affecting the ability of learning these pairs, which are weak key features extraction and the shortage of hard example pairs. In this paper, we give a novel end-to-end model to extract the key feature and obtain hash code with the accurate semantic information. In addition, we redesign an indicator to assess the hard degree of pairs and update penalty weights of them in the proposed hard pair-wise loss. It effectively alleviates the shortage problem. Experimental results on CIFAR-10 and NUS–WIDE demonstrate that our model outperformances the mainstream hashing-based image retrieval methods.
... time pressure) can be made based on their demographic characteristics. On the other hand, some internal and external factors also affect consumers' brand switching behaviors (Mazursky et al., 1987). A study on clothing products found that the internal factors affecting brand switching included loyalty, perceived risk, satisfaction and diversity (Michaelidou and Dibb, 2009). ...
The restoration which are award with to the wireless mobile devices such as PDA mobile
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customer perform patterns in the mobile business environment that presents Location
Based Services (LBS) and an revolutionary mining model called Cluster based Temporal
mining mobile sequential patterns. As a result, the intend and development of
knowledgeable mining algorithms for information discovery in an MC surroundings
whereas fully scrutinize the intrinsic affiliation between poignant and purchase patterns are
taken as the purpose of this article. Conducting the mining on the rousing and purchase
patterns of customers in an MC environment is called the mining of mobile chronological
pattern. A dissimilar precedence on the factors connecting large item sets, traversal trails,
Efficient and particular, Consumes less time then bearing in mind User clusters and time
segmentation concurrently, complete information regarding personal mobile behaviors is
predicted.
... Furthermore, this market, dominated by SMEs, experienced substantial price effects of the 2012 VAT increase. In the period Srinivasan (1996) Switching B2C Various Large Keaveney (1995) Switching B2C Service industries All Mazursky et al. (1987) Switching B2C Grocery All Chance and French (1972) Switching B2C Retail SMEs following the VAT increase, SME buyers, with their strong drive to reduce costs, became more price sensitive (Vyas and Raitani, 2014;Wiersema, 2013) and potentially more prone to change their purchasing behavior, especially if they believed suppliers' products were substitutable (Vyas and Raitani, 2014;Wiersema, 2013). Nor are such effects limited to the VAT increase; the COVID-19 pandemic continues to buffet the sector, deeply damaging industry revenues due to lockdown restrictions that prevented hairdressers from providing their services. ...
Purpose
Combining a conceptual framework with empirical evidence, this study aims to offer insights into why small and medium-sized enterprises (SMEs) in the business-to-business beauty sector switch suppliers, due to pricing considerations.
Design/methodology/approach
Data gathered from 475 telephone surveys of Spanish hairdressers provide the input for discrete choice models for testing the proposed hypotheses.
Findings
The SMEs that change suppliers tend to be sensitive to promotions, express less satisfaction with a current supplier’s offerings and serve fewer customers who buy professional products for their in-home use. If SMEs are satisfied with the supplier’s services though, they are less likely to change and more prone to negotiate with that supplier.
Research limitations/implications
This study does not address why dissatisfied SMEs might remain with their current suppliers. Further research might replicate this study using additional pricing data from suppliers.
Practical implications
Suppliers in business-to-business (B2B) sectors can leverage these findings to allocate their marketing budgets optimally and establish service strategies that will enable them to retain buyers and reduce their switching risk.
Originality/value
As an extension of extant literature, this study specifies switching drivers for SMEs in the B2B beauty sector. The findings should apply throughout this worldwide service sector, as well as to similar markets such as health, beauty and personal care and well-being services.
... For an extended definition, Kumar and Charles (2011) identified that brand switching is the process in which consumer switches from the usage of one product to another product but of same category. Brand switching behavior occurs as a result of two main motivationsextrinsic motives and intrinsic incentives (Mazursky, LaBarbera and Aiello, 1987). Extrinsic motives are outside factors that encourage customers to switch to competing brands such as sales promotion, advertising spending, etc. ...
The current trend towards globalization has created countless new business
opportunities for international companies to penetrate local markets around
the world. One of the challenges for entering a new market is the choice between
adaptation and standardization of marketing strategy. Previous studies found
seven main factors that influenced the choice of a particular strategy. Since
most studies have been done in developed countries, this study aims
to explore the issue in a developing country like Vietnam and how these factors
affect the strategic choice. Our sampling comprises four case studies which
are international insurance firms that are currently doing business in the
local market. The results of this research are expected to contribute to the body
of literature about marketing adaptation/standardization in emerging markets.
... Oyeniyi, Omotayo and Abiodun Abolaji Joachim (2008) [12] worked on the relationship between client services on retention in telecommunication industry in Nigeria. They observed the potential constructs in Customer retention, the impact of retention from Customer service, satisfaction, value and behavioral intention by investigating the effects of retention from Customer service, satisfaction, value and behavioral intention. ...
Mobile phone sector in India is booming at present with an expected growth rate of 12-21% in smartphone
shipments in 2021. With the increase of mobile phone users there has been increasing competition of the
cellular network providing companies in order to capture the larger share of market. Low switching cost 1of
the network providers makes the market more intensely competitive. But the problem was whenever a
customer wants to change his/her operator automatically his/her mobile number would change because of the
change in service provider. Mobile Number Portability is a facility that allows a telecom service user to move
from one operator to another operator without changing the mobile number which makes it very easy for the
customers to change the operator. Here in this study we find the influencers that triggered the consumers to
switch the operating service provider and to predict the likeliness of switching the service provider. Here a
predictive model has been formulated to see how the prediction successful for the model. The survey and
analysis have been done with 409 respondents about their switching behavior in case of mobile porting.
... In this respect, numerous studies (e.g. Chang and Chen, 2008;Chen and Chang, 2008;Iacobucci et al., 1996;Laksamana et al., 2013;Lam et al., 2004;Mazursky et al., 1987;Patten et al., 2020) have associated poor SQ with brand switching behavior. Moreover, various other obscure and impalpable aspects of SQ in the manufacturing industry (i.e. ...
Implementation of cleaner production practices (CPP), service quality (SQ) and corporate social responsibility (CSR) is often studied at organizational level. A number of studies on trio have reported it’s significant impact on overall organizational performance and profitability across the globe. However, not much is studied about the individual level micro influence of these constructs on employee engagement (EE), organizational pride (OP), organizational identification (OI) and “desire to have a significant impact through work” (DSIW). Therefore, this study presents a comprehensive framework for assessing the impact of the implementation of CPP, SQ and CSR on EE, OP, OI and DSIW. Data collected from 320 non-managerial staff members employed at a garments manufacturing company in Pakistan was analyzed using partial least square (PLS) approach. Findings revealed that the implementation of CPP, SQ and CSR plays an important role in shaping EE, OP, OI and DSIW in the garments manufacturing industry. Further, it is found that the implementation of CPP has a non-significant impact on SQ. Additionally, results of the importance-performance map analysis (IPMA) have also confirmed that the implementation of CPP at company level has shown a highest importance and performance amongst all the latent constructs proposed as predictors of DSIW in the garments manufacturing industry. These findings are a step forward and unique contribution of this study in the domain of CPP, SQ, CSR, EE, OP, OI and DSIW.
... Brand switching defined as shifting of customer brand loyalty to competitor (Fintikasari and Ardyan, 2018), affected by dissatisfied, variety seeking, social identification, benefit maximize (Gulamali and Persson, 2017), the desire to try something new, lower price seeking, discount (Mazursky, Labarbera, and Aiello, 1987), or because the previous brand hard to obtain. Lower price seeking is the highest motivation for alternatives selection. ...
Social media is the most popular marketing tools for generation millennial and Z. They are known as the most easily switch brand generation. This research contributes to social media marketing analytic research with an exploration of the role of social media influencer on consumer brand switching decision. Data collected through an online survey used a random sampling technique to 390 Indonesian respondents, 195 data fulfilled the criterion. Data analyzed using Least Square, Mann Whitney, and Paired Sample T-Test method. The results show that opinion leaders, celebrities, and social leaders have a significant and positive effect on brand switching and no different impact on millennials and Gen Z. Referring to switching motivation found that social media has more influence as an opinion leader than celebrities or social leaders. The findings of the study suggested some strategies for managers and influencers on how to manage social media brand promotion based on our findings.
... Research on consumer behavior suggests that attribution can affect consumer behavior. Consumers' judgments of attribution can influence changes in brand preference (Mazursky et al., 1987), attitude (Kelley & Michela, 1980), and purchase intention (Weiner, 1985). Researchers Lu and Powpaka (2010) observed that consumers' attribution of CSR activities led to corresponding responses in matters such as attitudes and purchase intention. ...
Companies may be confused by consumers’ perceptions of hypocrisy related to corporate social responsibility activities. This study investigates the mechanism of consumer response to perceived hypocrisy and determines that internal attribution and negative emotion play vital roles. The findings may be summarized as follows. First, the consumers’ internal attribution of corporate hypocrisy increases the perceived hypocrisy. Second, the consumers’ internal attribution of corporate hypocrisy also increases their negative emotions. Third, consumers’ perceptions of hypocrisy intensify their negative emotions. Fourth, the negative emotions of consumers negatively influence their attitude toward companies. Finally, consumers’ negative emotions increase their negative behavior. The findings demonstrate that the influence of perceived hypocrisy on consumers’ attitude and behavior is affected by negative emotion. Consumers’ internal attribution of corporate hypocrisy affects their perceptions of hypocrisy, prompting negative emotions. The psychological and behavioral mechanism of consumer response to perceived hypocrisy is discussed, thus contributing to the study of corporate hypocrisy.
... In Nigeria today, cost/price is one of the major factors that influence the consumer adoption of innovation. Gupta (1988), and Mazursky et al., (1987) identify price as a major factor in brand switching. Also, the Wallis Report (1997) states that for -consumers to use new technologies, the technologies must be reasonably priced relative to alternatives''. ...
Globally, competition in the banking industry has become fierce, and banks are adopting various marketing strategies to influence the consumer and his perception of their offerings. The study examined the factors influencing banks' implementation and consumers' acceptance of e-banking of selected commercial banks in Calabar, Cross River State, Nigeria. The objectives of the study were to: investigate how customers perceive e-banking services in Calabar, identify factors influencing e-banking implementation and acceptance in Calabar and various channels of e-banking in Calabar, Cross River of Nigeria. 360 copies of questionnaire were administered to 300 customers and 60 staff of three banks (First Bank Plc, Zenith Bank, United Bank for Africa) in Calabar metropolis, Cross River State, Nigeria. The study adopted survey research design. Data were analyzed using the Ordinary Least Square (OLS) method. The findings revealed that cost/price, infrastructure and competition influence e-banking implementation by banking service providers. While, consumers perceived e-banking in terms of service quality and attributes like time, financial, performance, psychological and safety/confidentiality risks. Also, security concern, service charges, perceived ease of use, resistance to change, accessibility and awareness influence customers' acceptance of e-banking services. Personal Computer (PC), Mobile, and Internet/online Banking, Automated Teller Machine (ATM) and Point of Sale (POS) were the terminals for e-banking services. The study recommended extensive training and sensitization on the features, benefits and use of e-banking to consumers. This will create more awareness among consumers and enhance service quality to boost confidence and consumer perception of e-banking services in Calabar metropolis and Nigeria in general.
... Today, in Nigeria Price/costs is one of the major factors that influence the consumer adoption of innovation. Gupta (1988), Mazursky et al., (1987) identify ``price'' as a major factor in brand switching. Also, the Wallis Report (1997) states that for ``consumers to use new technologies, the technologies must be reasonably priced relative to alternatives''. ...
This paper investigates the factors that influence the consumer adoption of Electronic banking in Nigeria and found that there is a need to conduct research on Electronic banking adoption behaviour. The empirical data were collected from a questionnaire survey of 125 from Bayero University Kano (BUK), in northern Nigeria. This study examines the relationship between Electronic banking adoption and the determining factors for critical success of Electronic Banking in Nigeria. Hence, the results show's that the relevant factors determined the adoption of Electronic banking in Nigeria include the level of its six factors, namely awareness, ease of use, security, cost, reluctance to change and accessibility. The results of this study show that four factors examined are significantly important to the adoption of Internet banking in Nigeria. However, perceive ease of use and reluctant to change are found to be insignificant in determining its adoption. This study provides insightful understanding of academic staff and non academic staff perception about Electronic banking adoption in their banking transactions. Banks and other private sector in Nigeria that are interested in promoting Electronic Banking might find these findings helpful in guiding their efforts.
... Service promiscuity gnaws at net income as the relative costs of retaining the customers are substantially less than acquiring new ones (Bove and Johnson, 2009;Fornell and Wernerfelt, 1987;Fudenberg and Tirole, 2000;Lam et al., 2010;Mazursky et al., 1987;McFarlane, 2013;Pae and Hyun, 2006;Rust and Zahorik, 1993). Cronin and Taylor (1992) expressed that accessibility, value for money, and convenience reduce service switching behaviour, thereby enhancing customer satisfaction. ...
Promiscuity being casual and unrestrained towards any kind of service, the purpose of this article is to contribute to service literature by investigating the influence of customer citizenship behaviour and service promiscuity in the decision-making process in the context of public house services. This paper empirically draws a historic sum-up on the roots of service promiscuity towards the decision-making process. A questionnaire was administered to 1,509 pub customers using retrospective experience sampling technique. The proposed hypotheses were tested using structural equation modelling. Results from this research yielded novel insights into the dual antecedents extending to customer decision making process through customer citizenship behaviour and service promiscuity. The findings have implications for the ongoing argumentation on the practicality of customer promiscuity, thereby broadening the theoretical understanding of 'why customers' decision-making process establishes such an efficacious effect in the service environment? Further, these new and interesting results enlighten the insights of consumer behaviour and more importantly contribute substantially to the existing knowledge of service marketing literature. The results provide managers with specific decision-making process variables and substantial service strategies.
... Hence, in nondurable product classes, one would expect consumers who switch to be less subject to the negative effects of promotions than loyal consumers. Support for this notion is provided by Mazursky, LaBarbera, and Aiello (1987), who show that if the consumers are switching among brands for intrinsic reasons (e.g., a de- sire for a change), they are likely to purchase the pro- moted brand in the future after promotions are retracted. ...
In the context of three laboratory experiments ranging from a computer simulation of purchases to actual product use by subjects, the authors investigate how in-store price promotions affect market share after the promotions have been retracted. They find that the effects of promotion are contingent on both the choice patterns of subjects—whether or not subjects switch among brands—and the ubiquity of promotions in a product category. If only one brand is being promoted and subjects are generally loyal to the last brand purchased, brand choice probability declines from prepromotion levels once the promotion is withdrawn. However, if subjects tend to switch among brands in the absence of promotions, or if several brands are being promoted, this decline is mitigated and/or does not occur.
... Finally, well-established differences between goods and services lead to a generalized expectation that reasons for switching services would differ from reasons for switching goods. Thus, the degree to which service switching might be caused by price deals (Guadagni and Little 1983;Gupta 1988;Mazursky, LaBarbera, and Aiello 1987) or variety seeking (Kahn, Kalwani, and Morrison 1986), two major causes of brand switching, is unknown. ...
Customer switching behavior damages market share and profitability of service firms yet has remained virtually unexplored in the marketing literature. The author reports results of a critical incident study conducted among more than 500 service customers. The research identifies more than 800 critical behaviors of service firms that caused customers to switch services. Customers’ reasons for switching services were classified into eight general categories. The author then discusses implications for further model development and offers recommendations for managers of service firms.
... Konsumen akan mencari sesuatu yang baru di toko lain salah satunya adalah nilai yang diperoleh diharapkan lebih tinggi dari yang diberi oleh toko sebelumnya (Rajagopal, 2011). Pernyataan ini tidak sejalan dengan (Mazursky et al., 1987). Mereka berpendapat bahwa perilaku perpindahan konsumen ke merek lain dipengaruhi oleh dua faktor yaitu intrinsik dan ekstrinsik. ...
Artikel ini memaparkan pengaruh ketidakpuasan konsumen dan kebutuhan mencari variasi terhadap perilaku perpindahan toko online dari Tokopedia ke Lazada. Sampel berjumlah 95 responden yang merupakan mahasiswa Fakultas Ekonomi Universitas Negeri Medan dengan sampel bertujuan sebagai teknik pengambilan sampel. Kuesioner digunakan sebagai alat pengumpulan data dan kemudian dianalisis dengan metode regresi linear berganda. Hasil persamaan yang diperoleh adalah Y = 0,723 + 0,371X1 + 0,435X2 + ε. Hasil uji F (43,413) menunjukkan bahwa ketidakpuasan konsumen dan kebutuhan mencari variasi secara simultan berpengaruh positif dan signifikan terhadap perilaku perpindahan konsumen dari toko online Tokopedia ke Lazada. Secara parsial, ketidakpuasan konsumen (3,368) dan kebutuhan mencari variasi (4,638) berpengaruh positif dan signifikan terhadap perilaku perpindahan konsumen dari Tokopedia ke Lazada. Nilai koefisien determinasi (R2) adalah 0,486 yang berarti bahwa 48,6% ketidakpuasan konsumen dan kebutuhan mencari variasi mampu menjelaskan perilaku perpindahan konsumen. Selebihnya 51,4% dijelaskan oleh variabel lain di luar penelitian. Pemasar online sebaiknya memperhatikan kedua variabel ini dalam mengembangkan strategi bisnisnya sehingga dapat mempertahankan pelanggan untuk tidak berpindah ke toko online pesaing.
Kata Kunci : Ketidakpuasan, Kebutuhan mencari variasi, Perilaku perpindahan, Toko Online
... Brand-switching behavior leads to brand loyalty. According to David et al. (1996), the cause of brandswitching behavior can be intrinsic factors (i.e., the desire to try new brands) and extrinsic factors such as cheaper price. Therefore, some variables cause brand-switching behavior. ...
The purpose of this study is to examine the antecedents of customers’ brand-switching behavior with a theoretical approach. The model is developed by using the theory of pull–push–mooring (PPM) and theory of reasoned action (TRA) to examine consumers’ brand-switching behavior. The main reason of this fusion is that PPM theory can’t predict the customers’ behavior. By applying TRA, this disadvantage can be solved. As such, the importance of fusion of both PPM and TRA is that non-behavioral and behavioral variables are considered. In this paper, traditional TRA is extended by online subjective norms which can affect customers’ behavior. A total of 402 customers in two large cities of Iran responded to the questionnaire. SPSS and PLS method were employed to analyze the data. The results showed that mooring factors included attitude, switching costs and online subjective norms were significant predictors for customers’ brand-switching behavior. Also, pull factor included alternative attractiveness and only one factor of push factors (price) impacted brand-switching behavior. Manufacturers need to know more about the important factors of brand-switching behavior to formulate effective strategy to decrease consumers’ brand switching so that manufacturers can achieve competitive advantage and earn more market share. Also, this study contributes to the academia by expanding TRA.
... Assael (2004) has found that customers switch a service or product it is not because they are not satisfied, but because they want to try something new. In general, a customer searching for the service or product variation is always driven by satisfaction of the used previous products or services (David, La Barbera, & Aiello, 1996;Raju, 1980). Jung and Yoon (2012) propose that the variation needs have moderated the effect of satisfaction on switching intentions, whereas Setiyaningrum (2006) reports that the variation needs do not moderate the effect of satisfaction on switching intentions when it is applied to different services or products. ...
This study aims at proposing to test a research model to gain a better understanding of the relationships among the dimensions of experiential quality, green experiential satisfaction, green alternative attractiveness, green service fairness, green variety-seeking, and green switching intentions. The study's findings are based on structural equation model analysis of a convenience sample of 650 attendees at the 13th International Green Building and Energy-Savings Exhibition 2016 in Chongqing of China. The results of this analysis contribute to the services marketing theory by providing additional insights into green switching intentions, the dimensions of experiential quality, green experiential satisfaction, green alternative attractiveness, green service fairness, and green novelty-seeking. The study's results will assist green convention management in developing and implementing market-orientated service strategies to increase the dimensions of experiential quality and green experiential satisfaction, enhance green alternative attractiveness, green service fairness, and green novelty-seeking, and decrease green switching intentions.
... Similar to the categorization of internal and external information, intrinsic and extrinsic determinants might also influence brand switching behavior (e.g., Mazursky et al. 1987). Extrinsic motives, such as price discounts (Dodson et al. 1978) or promotions (Bell et al. 1999) offered by marketers, and intrinsic motives, including the consumer's internal desire to try different brands (Van Trijp et al. 1996), both induce brand switching. ...
Private labels hold a substantial share of consumers’ wallets and their popularity is still growing as they spread into various product categories and quality tiers. To determine the right branding strategy, in terms of offering uniform or different private-label brands across product categories, retailers have to know whether consumers use their private-label experience across product categories and private-label tiers. Therefore, we examine different determinants of consumers’ consideration sets. We apply proneness for certain private-label tiers, product categories purchased, purchase frequency, and variety seeking as internal determinants, which contribute to consumers’ knowledge and experience with private labels. Further, we use consumers’ price consciousness and promotion sensitivity as external determinants, which the retailer can use to influence consumers’ consideration sets in the short run. Our analyses are based on large-scale loyalty program data for a period of 24 months. In particular, we use the first 12 months to derive the determinants of consumers’ share of wallets regarding different private-label quality tiers in the second half of the sample. We conduct our analyses for 12 different product categories and aggregate the results by using meta-analytic techniques. Notably, some determinants show dissimilar effects across product categories (e.g., price consciousness and promotion sensitivity), while others (e.g., private-label proneness) are rather similar. We find that consumers’ general proneness for certain private-labels tiers leads to a propensity to purchase them in a specific category and in adjacent quality tiers. Further, we reveal that product category characteristics moderate the determinants of private-label share.
... Expectation confirmation theory suggests that satisfaction with a service or product is a key factor for service or product continuance (Oliver 1980). Mazursky, LaBarbera, and Aiello (1987) proposed an integrative model of consumers' response to various ...
This paper answers two key research questions: 1) What is the relationship between product quality and service quality on customer satisfaction within an integrated model? 2) What is the relationship between customers' satisfaction and customers' intention to switch brands in the automobile indus-try? PLS-SEM is a tool used to assess measurement reliability and validity and to estimate the relationships among service quality, product quality, customers' satisfaction, and customers' intention to switch brands. Results show that service quality does not significantly determine customer satisfaction. Instead, product quality significantly influences customer satisfaction. The findings contrast a prior Quality Management Journal study conducted in the mobile phone industry that found that provider service quality is relatively more important than product quality. The results also show that customer satisfaction has a negative effect on customers' intention to switch brands. This research contributes to the ongoing debate surrounding service-dominant (S-D) logic and goods-dominant (G-D) logic of exchanges by empirically supporting the G-D logic in the context of the automobile industry. The study suggests future modification to the traditional quality-satisfaction model based on the type of product.
... The basic implication of cognitive dissonance theory in the consumer behavior context is that consumers rationalize a choice by enhancing its positive aspects and suppressing its negative aspects (Mazursky, LaBarbera, & Aiello, 1987) through selective exposure. For example, suppose a consumer carefully studied the attributes of a brand and purchased it because the brand's meaning is the best match to his actual or ideal selfconcept. ...
... They prefer the information that is consistent with their beliefs and attitudes and neglect inconsistent information (Fischer et al., 2005). The basic implication of cognitive dissonance theory in the consumer behavior context is that consumers rationalize a choice by enhancing its positive aspects and suppressing its negative aspects (Mazursky, LaBarbera, & Aiello, 1987 ) through selective exposure. For example, suppose a consumer carefully studied the attributes of a brand and purchased it because the brand's meaning is the best match to his actual or ideal selfconcept . ...
... This raises the question whether customer defection can be controlled successfully by simply managing customer satisfaction. The results of previous studies have also found that satisfaction explains very low variance in repurchasing behavior (Balabanis et al. 2006;Bolton 1998;Mazursky et al. 1987). According to Reichheld (1996), more than 50 % of customers generally defect, despite being happy, or even delighted with a company. ...
Developing switching barriers to retain customers has become a critical marketing strategy for online retailers. However, research on the role of switching barriers in e-retailing is still limited. Recent trends show that when competitors are just one click away, it is questionable if customer loyalty can be achieved at all in online environments. This leads to the research question on whether switching barriers have any impact on e-loyalty in pure-play retailers. The paper examines the influence of switching barriers on customer retention (i.e., e-store loyalty) and further investigates the moderating effects of switching costs and alternative attractiveness. Data were gathered via a survey of 590 shoppers of online pure-play retailers in the UK. Findings show that customer satisfaction and the two dimensions of switching barriers (perceived switching costs and perceived attractiveness of alternatives) significantly influence customer loyalty. Contrary to findings in earlier studies, it was found that switching costs did not moderate the relationships between satisfaction and loyalty nor between perceived attractiveness of alternatives and loyalty. The paper makes imperative recommendations to develop switching barriers and to foster loyalty along with suggestions for future research.
... There could be intrinsic and extrinsic incentives to switch brands (Mazursky et al, 1987). Extrinsic motivations (marketing promotions) induced customers to switch inspite of high level of satisfaction, but it may not be significant for repurchase intention. ...
Telecom Service Industry in India is going through a phase of high growth, excessive competition, continual lowering of tariffs and rapid change of technology. Policies are still evolving and causing substantial change in the competitive landscape. Telecom Services have become more commoditized; it is easy to replicate. The market can be compared to a red sea, and it does not give sustainable competitive advantage. Customer retention and addition of new customers becomes very crucial for the profitability and survival. The research takes the responses of 803 customers of different telecom service providers and analyses their response with respect to quality perception, duration of use and switch intention. The responses are further correlated to the demographics of the sample to generate understanding about their behavior. The research finds that there is a need to relook at the relatedness of ‘loyalty’ and ‘service quality’ concepts in telecom sector, precisely when customers are simultaneously using multiple services from multiple service providers. The data analysis indicates that long term customers with higher level of satisfaction and higher income are more likely to have greater intention to switch.
DOI: 10.5901/mjss.2015.v6n6s4p192
Fast fashion trends have led to an enormous local brand proliferation in India. Brand proliferation has further led to an overchoice effect among the Indian consumers due to which, they are now increasingly less satisfied with their apparel purchases. These factors have created immense stress on the small fashion retailers (SFR) which are currently responsible for about 80% of retailing in India. In the pre-COVID times, SFR’s followed the practice of overstocking many brands for capturing the maximum market and then clearing the inventory at the end of the season through heavy discounting. This strategy became ineffective after the COVID-19 disruption. SFR’s must now optimize their brand portfolio to minimize the overchoice effect and maximize the inventory turnover ratio. To this effect, we propose an efficient fuzzy probability-based brand portfolio optimization model, which relies on primary data analysis to classify brands in groups of substitutes. Brands with maximum market share from each group must be included in the portfolio. We demonstrate the efficacy of our model through a case study on SFR. Our results show that the inventory turnover ratio was increased from 2 to 4. We further show that our grouping strategy can be used to identify competitive brands for a local band.
Retailers in the spring bed business have a privilege to choose among the various products offered by various suppliers. Typically, these retailers would have chosen the suppliers whose products are matched with their needs and at the same time could give higher profits. This condition has strengthened the competition in the spring bed industry. In order to face the challenges that come from the retailers’ switching behavior, every supplier has to give a good service quality and build a strong relationship quality with their retailers. In this study, relationship quality was measured by three components: satisfaction, trust and commitment from the retailers to the suppliers.The objective of the study is to analyze the impact of service quality on switching behavior which was mediated by the relationship quality. The components of relationship quality are: satisfaction, trust and commitment. A theoretical framework was developed as the hypotheses for testing the impact of every variables were constructed. The samples of this study were 341 spring bed retailers in Jabodetabek (Jakarta, Bogor, Depok, Tangerang and Bekasi) area. A sixpoint Likert-type scale was used for the questionnaire variables, with 1 = strongly disagree and 6 = strongly agree. The quantitative analysis with Structural Equation Modelling (SEM) was completed using Lisrel 8.8. The structural model of this study could explain the interrelationship among each variables in the model. As a result, from ten hypotheses there were five findings supporting the hypotheses: service quality had an impact on satisfaction, service quality had an impact on trust, satisfaction had an impact on trust, trust had an impact on commitment, and commitment had an impact on commitment. The findings which did not support the hypotheses
were: There was no impact of service quality on commitment and switching behavior; there is no impact of satisfaction on commitment and switching behavior; and finally there is no impact of trust on switching behavior. As a conclusion, the result of the study described the importance of service quality in manufactured industry, in the business to business context between spring bed suppliers and retailers. The impact of service quality on the switching behavior was mediated by relationship quality, where commitment was the important component of relationship quality that greatly affecting the strength of service quality impact on switching behavior. For future studies, researchers may explored other model to investigate more variables with more proper indicators, more homogeneous samples and longer period of research
The authors address two key issues that have received inadequate attention in the choice behavior literature on variety seeking. First, they explicitly separate true variety-seeking behavior (i.e., intrinsically motivated) from derived varied behavior (i.e., extrinsically motivated). Second, they hypothesize variety-seeking behavior to be a function of the individual difference characteristic of need for variety and product category–level characteristics that interact to determine the situations in which variety seeking is more likely to occur relative to repeat purchasing and derived varied behavior. The authors test their hypotheses in a field study of Dutch consumers, which assesses both the intensity of brand switching and the underlying motives for their switching behavior. Results support the importance of isolating variety switches from derived switches and of considering product category–level factors as an explanation for the occurrence of variety-seeking behavior.
The purpose of this study was to identify factors influencing customers’ variety-seeking behavior in the restaurant choice situations. Specifically, this study examined whether personality, involvement, and customer satisfaction influence customers’ variety-seeking intentions. Structural equation modeling (SEM) was conducted to examine the relationships between variety drivers and restaurant customers’ variety-seeking intentions. Furthermore, multivariate analysis of variance (MANOVA) was conducted to examine the interaction effects among variety drivers on variety-seeking intentions. The results showed that personality and involvement had significant effects on diners’ variety-seeking intentions. More details are discussed below.
This study analyzes the factors that influence customer loyalty at Mc Donald's in Semarang. The research objective was formulated in order to gather the answer on the groove that affects customer loyalty. This study involves the product quality, service quality and customer satisfaction as the antecedent variables and customer loyalty and incorporate variety seeking needs factor as factors that moderates the relationship between customer satisfaction and customer loyalty by using Moderated Structural Equation Model (MSEM). Data analysis was done through a computer program called as Amos 16.0 The research finding showed that the quality of products and service quality has a positive impact on customer satisfaction; customer satisfaction has positive influence on customer loyalty. Further research showed that variety seeking needs is proven to moderate the relationship between customer satisfaction to customer loyalty. Results of this study can be recommended as an input for management in terms on increasing customer loyalty.
In the last few years, customer loyalty for products and services has become an object of extensive studies from researchers of various scientific fields. Its importance is justified from the fact that, in many cases, particularly in strong competition conditions, measuring customer satisfaction does not provide a reliable quality performance indicator for business organizations. According to recent research, loyalty is defined as a positive level of customers' commitment, which should not be based only in previous purchases (repeated or not) of a product/service. This chapter presents the development of a multicriteria methodology aiming at measuring user loyalty in social networking services and estimating the importance of influencing factors. In this context, a multicriteria analysis approach is adopted in order to measure user loyalty, assuming that the overall commitment depends on a number of criteria. The applied multicriteria approach is based on the UTADIS method, and the presented results confirm the strong relation between user satisfaction and loyalty. The results, however, reveal also that satisfaction is a necessary but not a sufficient condition for customer loyalty.
The role of direct versus indirect experience in the attitude-behavior consistency issue is reviewed. Using a new communications model, the authors extend the direct/indirect experience paradigm to a common marketing scenario: product trial versus product advertising. The specific contributions of attitude strength and type of behavior are examined, and results show that when attitudes are based on trial they predict purchase very well. When attitudes are based on advertising, however, attitude-behavior consistency is significantly reduced. Implications for when attitude models should be applied in marketing research and practice are discussed.
5 field experiments investigated the effect of initial selling price on subsequent sales of common household products. Matched pairs of discount houses sold the same product at either a discounted price or the regular price for a short period of time. The prices were then made the same for all stores. Results were consistent with the prediction from dissonance theory that subsequent sales would be higher where the initial price was high. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Reviews interpretations of the effect of expectation and disconfirmation on perceived product performance. At issue is the relative effect of the initial expectation level and the degree of positive or negative disconfirmation on affective judgments following product exposure. Although the results of prior studies suggest a dominant expectation effect, it is argued that detection of the disconfirmation phenomenon may have been clouded by a conceptual and methodological overdetermination problem. To test this notion, 243 college students responded to expectation and disconfirmation measures in a 3-stage field study of reactions to a recently introduced automobile model. These measures were later related to postexposure affect and intention variables in a hierarchical analysis of variance design. Although the results support earlier conclusions that level of expectation is related to postexposure judgments, it is also shown that the disconfirmation experience may have an independent and equally significant impact. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
A stochastic model of individual buyer behavior is developed from a set of postulates about the buying process. The postulates are shown to imply a linear learning model modified by a term to explain response to pricing stimuli. Thus, a customer's purchasing probability is modelled as a combination of the effect of his past purchasing behavior plus the effect of price-variation in the market. Methods are developed to calculate short- and long-term probabilistic properties of the process. A method for parameter estimation is included. The model differs from past modelling efforts in this area in that a controllable variable, product price, is explicitly included in the model-structure, allowing the model to be used to aid in pricing decision making under a certain set of assumptions about competitive behavior in a market situation.
A field study was conducted providing empirical evidence that variables contained in the Dulany theory popularly adapted by Fishbein are situation bound in their effects on consumer brand purchase intenion and behavior. Six forms of the theory were utilized.
This article presents the results of an econometric analysis of panel data directed toward the measurement of differential responsiveness of market segments to changes in advertising expenditures, price, and the level of dealing. Evidence is found for considerable differences in levels of response, and the managerial implications of these differences are investigated.
Although relatively under-researched, behavioral influence strategies commonly are used by marketers to modify consumer demand. Reported here are the results of a field experiment which tested the effectiveness of trial and incentive behavioral influence strategies. The efficacy of using self-perception theory to explain and predict behavior is assessed.
The role of direct versus indirect experience in the attitude-behavior consistency issue is reviewed. Using a new communications model, the authors extend the direct/indirect experience paradigm to a common marketing scenario: product trial versus product advertising. The specific contributions of attitude strength and type of behavior are examined, and results show that when attitudes are based on trial they predict purchase very well. When attitudes are based on advertising, however, attitude-behavior consistency is significantly reduced. Implications for when attitude models should be applied in marketing research and practice are discussed.
The authors propose to modify the basic confirmation/disconfirmation paradigm in two ways. First, expectations are replaced with experience-based norms as the standard for comparison of a brand's performance. Second, a zone of indifference is postulated as a mediator between confirmation/disconfirmation and satisfaction. Implications for future research are also presented.
Analysis of panel data for two consumer packaged goods indicates that media-distributed coupons and cents-off deals induce brand switching and result in less loyalty when retracted than if no deal is offered. In contrast, package coupons stimulate brand loyalty which is maintained when they are retracted. The extent to which economic utility theory and self-perception theory order these findings is evaluated and the implications of the results for managing demand are discussed.
Marketing research often finds weak correspondence between purchase intentions and subsequent behaviors. The author claims lack of contextually specific measures is partially responsible. Existent research supports this contention. The study reported empirically compares direct and conditional intentions as predictors of soft drink purchases. The conditional format is more predictive.
Changes in relative price and dealing activity are likely to affect different segments of the market in different ways. A distributed lag model is developed for predicing a firm's market share over a period of weeks from knowledge of the changes in these variables. It is tested on aggregate data for a metropolitan market, and applied to data for three classes of underlying segments. The bases for segmenting the market are by family purchasing characteristic, package size, and channel of distribution.
A model is proposed which accounts for both purchase event feedback and change due to an external effect. Compared to its two most closely related antecedents—the linear learning model and the stationary probability diffusion model—this is a more useful model, both from the standpoint of the individual and of the population being modeled.
The performance of a stochastic model of individual buyer behavior relative to a set of gasoline diary panel data is explored. Use of the model for pricing decision making under a set of assumptions about competitive behavior in a market situation is discussed and illustrated through the use of numerical examples.
Presented are findings from research using expectancy value and normative belief measures to predict physician drug brand preference and purchases. Physician prescribing using group depth interviews, attitude instruments, and prescribing panel data were used to test the Fishbein behavioral intentions model. Extensions to the model are presented for marketing applications.
A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase intention. Results from a two-stage field study support the scheme for consumers and nonconsumers of a flu inoculation.
Three models—the heterogeneous linear learning model, an evolutionary model, and a model which accounts for both evolutionary behavior and purchase event feedback—are compared for their ability to model an actual situation. All three models acceptably fit the data. However, conclusions about consumer behavior can best be obtained from the dual-effects model.
A new brand choice model that has the capacity to include explanatory variables is described and its use illustrated in an application to a particular brand. In this application, pricing and certain consumer demographics provide an explanation of the purchase behavior for the brand studied. The model provides a good fit to empirical data as well as some important insights for marketing decision making.
A simplified cognitive model is proposed to assess the dynamic aspect of consumer satisfaction/dissatisfaction in consecutive purchase behavior. Satisfaction is found to have a significant role in mediating intentions and actual behavior for five product classes that were analyzed in the context of a three-stage longitudinal field study. The asymmetric effect found demonstrates that repurchase of a given brand is affected by lagged intention whereas switching behavior is more sensitive to dissatisfaction with brand consumption. An attempt to predict repurchase behavior on the basis of the investigated cognitive variables yielded weak results. However, repurchase predictions were improved when the model was extended to a multipurchase setting in which prior experience with the brand was taken into account.
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Three models-the heterogeneous linear learning model, an evolutionary model, and a model which accounts for both evolutionary behavior and purchase event feedback-are compared for their ability to model an actual situation. All three models acceptably fit the data. However, conclusions about consumer behavior can best be obtained from the dual-effects model.
A model of sales response to advertising using advertising elasticities that change over the product life cycle. The model is applied to the case history of a household cleanser.
A model which accounts for both purchase event feedback and change due to an external effect. Its two most closely related antecedents are the linear learning model [#7] and the stationary probability diffusion model I#11].
Although relatively under-researched, behavioral influence strategies commonly are used by marketers to modify consumer demand. Reported here are the results of a field experiment which tested the effectiveness of trial and incentive behavioral influence strategies. The efficacy of using self-perception theory to explain and predict behavior is assessed.
A brand life cycle model is developed which incorporates carryover effects and obsolescence and allows for time-varying price responses. An empirical study of 35 brands in seven different markets shows typical changes in price elasticity over the brand life cycle. Important implications for strategic pricing and antitrust issues are indicated.
The authors propose to modify the basic confirmation/disconfirmation paradigm in two ways. First, expectations are replaced with experience-based norms as the standard for comparison of a brand's performance. Second, a zone of indifference is postulated as a mediator between confirmation/disconfirmation and satisfaction. Implications for future research are also presented.
This article presents the results of an econometric analysis of panel data directed toward the measurement of differential responsiveness of market segments to changes in advertising expenditures, price, and the level of dealing. Evidence is found for considerable differences in levels of response, and the managerial implications of these differences are investigated.
Presented are findings from research using expectancy value and normative belief measures to predict physician drug brand preference and purchases. Physician prescribing using group depth interviews, attitude instruments, and prescribing panel data were used to test the Fishbein behavioral intentions model. Extensions to the model are presented for marketing applications.
Changes in relative price and dealing activity are likely to affect different segments of the market in different ways. A distributed lag model is developed for predicing a firm's market share over a period of weeks from knowledge of the changes in these variables. It is tested on aggregate data for a metropolitan market, and applied to data for three classes of underlying segments. The bases for segmenting the market are by family purchasing characteristic, package size, and channel of distribution.
Marketing research often finds weak correspondence between purchase intentions and subsequent behaviors. The author claims lack of contextually specific measures is partially responsible. Existent research supports this contention. The study reported empirically compares direct and conditional intentions as predictors of soft drink purchases. The conditional format is more predictive.
A field study was conducted providing empirical evidence that variables contained in the Dulany theory popularly adapted by Fishbein are situation bound in their effects on consumer brand purchase intenion and behavior. Six forms of the theory were utilized.
A new brand choice model that has the capacity to include explanatory variables is described and its use illustrated in an application to a particular brand. In this application, pricing and certain consumer demographics provide an explanation of the purchase behavior for the brand studied. The model provides a good fit to empirical data as well as some important insights for marketing decision making.
Estimation of a demand schedule facing a firm. Application of a theory of stochastic processes to consumer panel data for nationally advertised brands of frequently purchased consumer goods (orange juice, coffee, margarine).
A probability model is used for analyzing consumer brand choice. The model is applied to data on coffee.
Development of a two-dimensional brand loyalty concept compared to a purely behavioral definition.
A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase intention. Results from a two-stage field study support the scheme for consumers and nonconsumers of a flu inoculation.
A simplified cognitive model is proposed to assess the dynamic aspect of consumer satisfaction/dissatisfaction in consecutive purchase behavior. Satisfaction is found to have a significant role in mediating intentions and actual behavior for five product classes that were analyzed in the context of a three-stage longitudinal field study. The asymmetric effect found demonstrates that repurchase of a given brand is affected by lagged intention whereas switching behavior is more sensitive to dissatisfaction with brand consumption. An attempt to predict repurchase behavior on the basis of the investigated cognitive variables yielded weak results. However, repurchase predictions were improved when the model was extended to a multipurchase setting in which prior experience with the brand was taken into account.
Investigated in a longitudinal study the applicability of the disconfirmation model of consumer satisfaction/dissatisfaction of 243 restaurant customers. The basic model was also extended to test for a relationship between 2 types of disconfirmation. Results support the major hypothesis that satisfaction increases as positive disconfirmation increases (as performance exceeds expectations). (14 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
A stochastic model is developed with application to both the study of consumer behavior and the scheduling of advertising media. This model incorporates a stochastic response behavior model which examines changes in brand purchase probability over time through the integration of consumer advertising exposure response, purchase incidence behavior and purchase-event feedback constructs. The response behavior model provides the basis for the objective function of a general media scheduling model that is formulated as a binary integer mathematical programming system. Among the factors considered or reflected in the media model are the sales potentials of the target audience and respective market segments, advertising budget, media timing, exposure probabilities, and time patterns (e.g., advertising carry-over, forgetting and saturation effects). Finally, efficient heuristic programming techniques are proposed for solving the media model.
This paper develops a model which is an extension of a class of stochastic response models first proposed by Coleman [Coleman, J. A. 1964a. Models of Change and Response Uncertainty. Prentice-Hall, Inc., Englewood Cliffs, New Jersey.]. In its present form the model applies to the binary response situation. The model postulates a population of respondents who are heterogeneous with respect to their response probabilities. A given respondent may experience changes in his response probability in the intervals between response occasions, but since the actual responses he makes do not effect his response probability, the model is zero order. The paper also presents a variant of the minimum chi square procedure which may be used to estimate and test the model. An application to consumer brand choice data demonstrates that the model is empirically viable. Potential applications to multi-wave voting intentions panels and social-psychological experiments are indicated.
Regression estimation of the time-varying effectiveness of advertising
- N E Beckwith