How does customer experience shape the attitude towards and intention to brand switching?

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dc.authorid277636en_US
dc.authorid21375en_US
dc.contributor.authorSözer, Edin Güçlü
dc.contributor.authorCivelek, Mustafa Emre
dc.date.accessioned2018-04-02T13:12:28Z
dc.date.available2018-04-02T13:12:28Z
dc.date.issued2018en_US
dc.departmentFakülteler, İşletme Fakültesi, Turizm ve Otel Yöneticiliği Bölümüen_US
dc.description.abstractCustomer Experience (CeX) and Brand Switching Behavior (BsB) of customers play an important role in the market performance of brands. The underlying relationship between these two constructs to shed light into the success factors in the contemporary consumer markets. This study aimed to (1) explore the relationship between CeX and BsB behavior including Attitude Toward Switch (AtS) and Intention to Switch (ItS), (2) understand the effects of CeX on Customer Satisfaction (CuS), Brand Trust (BaT) and Brand Loyalty (BL), and (3) propose and test a sequential model of these relationships. The results of the study confirmed that positive CeX which has a statistically significant effect on CuS, BaT and BL, eventually leads to the decreasing levels of AtS and ItS through the effect of BL. On the other hand, CuS and BaT are also found to be effective on BL. Finally, AtS is found to be effective on the ItS.en_US
dc.identifier.doi10.20491/isarder.2018.400en_US
dc.identifier.endpage875en_US
dc.identifier.issn1303-5495
dc.identifier.issue1en_US
dc.identifier.startpage856en_US
dc.identifier.trdizinid305542en_US
dc.identifier.urihttps://hdl.handle.net/11467/1810
dc.identifier.urihttps://doi.org/10.20491/isarder.2018.400
dc.identifier.volume10en_US
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.publisherwww.isarder.orgen_US
dc.relation.ispartofİşletme Araştırmaları Dergisien_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectCustomer Experienceen_US
dc.subjectBrand Switching Behavioren_US
dc.subjectAttitude Toward Switchingen_US
dc.subjectIntention to Switchen_US
dc.titleHow does customer experience shape the attitude towards and intention to brand switching?en_US
dc.typeArticleen_US

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