How Does Customer Experience Shape the Attitude Towards and Intention to Brand Switching?

Abstract

Customer Experience (CeX) and Brand Switching Behavior (BsB) of customers playan important role in the market performance of brands. The underlying relationshipbetween these two constructs to shed light into the success factors in the contemporaryconsumer markets. This study aimed to (1) explore the relationship between CeX and BsBbehavior including Attitude Toward Switch (AtS) and Intention to Switch (ItS), (2)understand the effects of CeX on Customer Satisfaction (CuS), Brand Trust (BaT) andBrand Loyalty (BL), and (3) propose and test a sequential model of these relationships. Theresults of the study confirmed that positive CeX which has a statistically significant effecton CuS, BaT and BL, eventually leads to the decreasing levels of AtS and ItS through theeffect of BL. On the other hand, CuS and BaT are also found to be effective on BL. Finally,AtS is found to be effective on the ItS.