Contributors of Brand Switching: The Mediating Role of Brand Image and Customer Satisfaction

Abstract

The purpose of this study is to investigate the factors contributing to brand switching and how product quality can help maintain a brands competitive position in the market. The direct relationship of brand quality with brand switching was measured through the mediators of customer satisfaction and brand image. The data was collected from 300 top-tier consumer brands. Findings show that brand availability and perception are intrinsically tied to the brand service or product quality. The results demonstrate the role of product quality in influencing customer loyalty and brand image; leading to less brand switching. The novelty of this research lies in that previous relevant research studies focus on the telecommunication and smartphone sector. Our study is the first application of the framework on the fast moving consumer goods industry. In addition, this paper also makes a novel theoretical contribution by applying the Theory of planned behaviour and the Push and Pull theory to a new area of behavioural research. It provides practical implications to the decision makers on engaging the consumers with multiple marketing techniques, increasing the business productivity.

Fear-of-Missing-Out (FOMO) behavior and post-purchase experiences of senior high school students in Divine Word College of San Jose

“…Although this question produces a likely result, distinguishing the reasons for its lower mean may indicate a contradicting insight that some students resort to brand switching when only minimal satisfaction is brought upon by the purchase. This is further explained by Fatima & Billah (2022). Any component that produces dissatisfaction has a higher negative correlation to repurchase intention All values indicated a likely result with a composite mean of 3.11, explaining that the respondents feel a higher repurchase intention as an indicator of satisfaction.…”

Faktor-Faktor yang Mempengaruhi Customer Satisfaction dan Dampaknya terhadap Habits dan Intention to Revisit Kembali di Industri Kedai Kopi Tuku

“…Furthermore, these intentions are shaped by individual factors like attitudes and societal expectations. Assessing behavioural intention is vital as it serves as a precursor to individual actions, recognising that a considerable part of human behaviour can be influenced by an individual's volition (Fatima & Billah, 2022). Therefore, this research will use the Theory of Reasoned Action (TRA) as the foundational framework to study customers' intentions to revisit Toko Kopi Tuku.…”