The Dual Effects of Consumer Satisfaction on Brand Switching Intention of Sharing Apparel

Wang, Ying; Xiao, Zengrui

doi:10.3390/su14084526

Cited by 6 publications

(7 citation statements)

References 50 publications

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“…Previous studies have shown that product characteristics and external environment have a significant impact on consumers' brand preferences [33]. On this basis, our study separated the buyers and users from the consumer factors of infant formula compounding, and then refined the factor analysis of consumers' brand preferences.…”

Section: Brand Preference Theory Model Constructionmentioning

confidence: 99%

“…The use cycle of infant formula is long, and the post-purchase behaviour is more critical for buyers' re-selection and infant formula manufacturers. If users respond well after purchase and promote the active purchasing behaviour of consumers, brand preference will be enhanced [33]. On the contrary, if buyers do not use it after purchase or users do not feel good after using it, brand preference will decrease, which is crucial for products with a long cycle and high brand loyalty.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

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Consumers’ Brand Preferences for Infant Formula: A Grounded Theory Approach

et al. 2022

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In recent years, the market pattern of infant formula in China has changed dramatically. The market share of domestic infant formula has exceeded that of imports. The essence of the market share change of domestic and foreign brands is the change of consumers’ brand preferences. To explore which factors affected consumers’ brand preferences, our study conducted a qualitative research method based on the grounded theory, through in-depth interviews with 60 mothers in the Beijing-Tianjin-Hebei region, systematically identifying the factors which affect consumers’ brand preferences for infant formula, which allowed us to establish a theoretical model for them. We found that product characteristics and external environmental factors could directly affect the formation of consumers’ brand preferences, or indirectly through the two intermediary factors of buyers and users. In addition, in the consumption of infant formula, buyers and users were separated, and infants, as actual users, were an important factor that could not be ignored in brand preference.

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Section: Brand Preference Theory Model Constructionmentioning

confidence: 99%

Section: Theoretical Contributionsmentioning

confidence: 99%

Consumers’ Brand Preferences for Infant Formula: A Grounded Theory Approach

et al. 2022

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“…Consumers who enjoy variety seeking actively seek out different brands to gain new experiences (Beldona et al, 2010). Niu et al (2019) explain that consumers' desire to experiment with products and services enriches their consumption experience, though this tendency varies among individuals (Wang & Xiao, 2022). In conclusion, variety seeking is a behavior that encourages consumers to explore products and services beyond their usual choices (Legohérel et al, 2012;Olsen et al, 2015).…”

Section: Theory Of Variety Seekingmentioning

confidence: 99%

The Effect of Variety Seeking, Dissatisfaction, and Service Quality Toward Brand Switching on Netflix Streaming Service

Felicia,

Widyastuti

2024

SSS

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Research Aims: This study aims to investigate the factors influencing brand switching behavior among streaming service subscribers in Indonesia, specifically focusing on the impact of consumer variety-seeking, dissatisfaction, and service quality on the decline of Netflix subscriptions. Design/Methodology/Approach: Conducted as a quantitative research endeavor, this study employs multiple linear regression analysis through the utilization of SPSS software. The research sample comprises 220 former Netflix subscribers who have transitioned to other streaming services. By examining the relationships between consumer variety-seeking, dissatisfaction, service quality, and brand switching, the study seeks to provide a nuanced understanding of the dynamics influencing subscriber preferences in the competitive streaming landscape. Research Findings: The findings of this study reveal compelling insights into the key drivers behind brand switching among streaming service subscribers in Indonesia. Consumer variety-seeking behavior, dissatisfaction with Netflix services, and perceived service quality emerge as significant factors contributing to the observed decline in Netflix subscriptions. The study underscores the importance of these variables in shaping consumer decisions and preferences in the increasingly competitive streaming market. Theoretical Contribution/Originality: This research contributes to the existing literature by shedding light on the intricate interplay between consumer behavior and brand switching in the context of streaming services. The study's originality lies in its exploration of the unique factors, namely variety-seeking, dissatisfaction, and service quality, influencing the migration of subscribers from one platform to another. By uncovering these dynamics, the research provides valuable theoretical insights that can inform both academia and industry stakeholders, offering a deeper understanding of the challenges and opportunities within the evolving landscape of streaming services in Indonesia.

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“…Recently, studies have been conducted on the mediating role of the brand image between product quality and brand switching. (Abdelwahab et al, 2022;Wang et al, 2022;Sowunmi et al, 2022). Various credible research papers have also explored brand image as a mediator in this context (Saraswati et al, 2022;Helmi et al, 2022).…”

Section: Brand Image Mediates the Relation Between Product Quality An...mentioning

confidence: 99%

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

Fatima

Billah

2022

JISR-MSSE

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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.

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The Dual Effects of Consumer Satisfaction on Brand Switching Intention of Sharing Apparel

Cited by 6 publications

References 50 publications

Consumers’ Brand Preferences for Infant Formula: A Grounded Theory Approach

Consumers’ Brand Preferences for Infant Formula: A Grounded Theory Approach

The Effect of Variety Seeking, Dissatisfaction, and Service Quality Toward Brand Switching on Netflix Streaming Service

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

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