Commitment and Switching Intentions: Customers and Brands

Authors

  • Juliana Werneck Rodrigues Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)
  • Jorge Ferreira da Silva Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)
  • Jorge Brantes Ferreira Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)
  • Luis Fernando Hor-Meyll Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)

DOI:

https://doi.org/10.5585/ijsm.v11i3.1861

Keywords:

Commitment, Switching Intentions, Branding, Customer Relationship Strategies.

Abstract

This study aims to evaluate the relationship between a customer’s brand switching intentions and his commitment to a brand. Based on a literature review, constructs related to customer brand commitment were identified (affective and continuance commitment, trust, satisfaction, switching costs and alternative attractiveness) and their roles in the formation of brand switching intentions hypothesized. Through a cross-sectional survey, a sample of 201 smartphone users was collected to test the proposed relationships. Data analysis was carried out via structural equations modeling, with direct effects of trust, satisfaction, switching costs and alternative attractiveness upon the different kinds of commitment being verified. Furthermore, both types of brand commitment (affective and continuance) were found to negatively impact a customer’s intention to switch brands. Regarding enterprise customer strategies, the research findings suggest that, if firms are able to track customer brand commitment, they could use such knowledge to develop better relationship strategies, minimizing customer defection and further developing customer value to the company.

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Author Biographies

Juliana Werneck Rodrigues, Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)

Mestre em Administração de Empresas pelo IAG / PUC-Rio

Jorge Ferreira da Silva, Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)

Professor Associado do IAG / PUC-Rio, Doutor em Engenharia de Produção pela PUC-Rio

Jorge Brantes Ferreira, Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)

Professor Assistente do IAG / PUC-Rio, Doutor em Adminstração de Empresas pelo COPPEAD, UFRJ

Luis Fernando Hor-Meyll, Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)

Professor Assistente do IAG / PUC-Rio, Doutor em Adminstração de Empresas pelo COPPEAD, UFRJ

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Published

01.12.2012

How to Cite

Rodrigues, J. W., da Silva, J. F., Ferreira, J. B., & Hor-Meyll, L. F. (2012). Commitment and Switching Intentions: Customers and Brands. Revista Ibero-Americana De Estratégia, 11(3), 119–146. https://doi.org/10.5585/ijsm.v11i3.1861

Issue

Vol. 11 No. 3 (2012): Sept./Dec.

Section

Articles

License

Copyright (c) 2012 Iberoamerican Journal of Strategic Management

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