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首页> 外文期刊>International Journal of Marketing Studies >Does Customer-Based Reputation Lead Customers Not to Switch? Examining Moderating Influences in Hypermarkets
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Does Customer-Based Reputation Lead Customers Not to Switch? Examining Moderating Influences in Hypermarkets

机译：基于客户的声誉会导致客户不切换吗？检查大型超市中的缓和影响

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摘要

Accumulating evidence underscores the importance of business reputation. Therefore, understanding the impact of reputation on customers is important and requires additional research. In this article, we attempted to understand the impact of customer-based reputation (CBR) on customers’ repatronage intentions across three hypermarkets of different sizes. We used switching inducement as a moderating variable to examine whether the relationship between CBR and repatronage intentions was moderated by inducements to switch. Inperson questionnaires/surveys were administered to a convenience sample to collect data from three different hypermarkets. In total, 1,099 questionnaires were collected and sorted for analysis. The results indicated that CBR had a significant positive effect on repatronage intentions in all three hypermarkets. On the other hand, a moderating effect was significant for only the smaller hypermarket, whereas there was no significantly interaction when large, multinational branded hypermarkets were considered.
机译：越来越多的证据突显了企业声誉的重要性。因此，了解声誉对客户的影响很重要，并且需要进行其他研究。在本文中，我们试图了解基于客户的声誉（CBR）对三个不同规模的大卖场中客户的再造意图的影响。我们使用转换诱因作为调节变量，以检查CBR和再造意图之间的关系是否被转换诱因所缓解。对方便样本进行亲自调查/调查，以收集来自三个不同大型超市的数据。总共收集了1,099份问卷并进行了分析。结果表明，在所有三个大卖场中，社区康复对再造意图都有显着的积极影响。另一方面，缓和效应仅对较小的大型超市有效，而当考虑大型跨国品牌的大型超市时，则没有显着的相互作用。

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