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The mediating effect of satisfaction on consumers' switching intention

✍ Scribed by Carmen Antón; Carmen Camarero; Mirtha Carrero

Publisher
John Wiley and Sons
Year
2007
Tongue
English
Weight
380 KB
Volume
24
Category
Article
ISSN
0742-6046

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✦ Synopsis

Abstract

Most previous research on consumers' switching intention has focused on individual variables that have immediate effects on consumers' intentions or behaviors, rather than analyzing it as a complex phenomenon. This article provides evidence that some service provider behaviors precipitate relationship dissolution, whereas other behaviors create a predisposition to switch. This different effect is observed through the mediating effect of customer satisfaction. While poor service quality and low firm commitment undermine consumer satisfaction and have only an indirect effect on switching intentions, price unfairness and anger incidents have a strong effect on switching, both directly and indirectly through satisfaction. Implications are discussed for customer relationship management. © 2007 Wiley Periodicals, Inc.

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