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首页> 外文期刊>Revista Ibero-Americana de Estratégia >Commitment and Switching Intentions: Customers and Brands
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Commitment and Switching Intentions: Customers and Brands

机译：承诺和转换意图：客户和品牌

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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.
机译：这项研究旨在评估客户的品牌转换意图与其对品牌的承诺之间的关系。根据文献综述，确定了与客户品牌承诺有关的结构（情感和持续承诺，信任，满意度，转换成本和替代吸引力），并假设了它们在形成品牌转换意图中的作用。通过横断面调查，收集了201个智能手机用户的样本，以测试建议的关系。通过结构方程模型进行数据分析，并验证了信任，满意度，转换成本和替代吸引力对不同类型承诺的直接影响。此外，发现两种类型的品牌承诺（情感和持续性）都对客户转换品牌的意图产生负面影响。关于企业客户战略，研究发现表明，如果公司能够跟踪客户的品牌承诺，则可以利用这些知识来开发更好的关系战略，最大程度地减少客户的背叛，并进一步为公司发展客户价值。

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