ASIA unversity:Item 310904400/111933
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 90451/105768 (86%)
造访人次 : 11142048      在线人数 : 387
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧:
  • 您可在西文检索词汇前后加上"双引号",以获取较精准的检索结果
  • 若欲以作者姓名搜寻,建议至进阶搜寻限定作者字段,可获得较完整数据
  • 进阶搜寻
    ASIA unversity > 管理學院 > 經營管理學系  > 期刊論文 >  Item 310904400/111933


    题名: Reducing temptation to switch mobile data service providers over time: The role of dedication vs constraint
    作者: Stephanie Hui-Wen Chuah;Ming-Lang Tseng;Philipp A. Rauschnabel;T. Ramayah
    贡献者: 經營管理學系
    日期: 2018-11
    上传时间: 2019-09-02 15:08:58 (UTC+8)
    摘要: Purpose – This study proposes a dedication-constraint-temptation (DCT) model to study the factors influencing customers’ loyalty to mobile data service (MDS) providers. The DCT model explicitly explores the important yet overlooked role of alternative attractiveness (the temptation-based mechanism) as a mediator and the boundary condition of their interrelationships (e.g., relationship length). The model also integrates new and established antecedents of customer-based brand equity (C-BBE) (the dedication-based mechanism) and switching barriers (the constraint-based mechanism). Design/methodology/approach – The proposed model is tested using partial least squares-structural equation modeling (PLS-SEM) with a sample of 331 MDS users. Findings – The results indicate that C-BBE has an indirect effect on customer loyalty (via alternative attractiveness) in both relationship groups (shorter- vs. longer-term). However, the indirect effect of switching barriers on customer loyalty only exists in longer-established relationships. The results from multi-group analysis (MGA) reveal that the effect of switching barriers on alternative attractiveness significantly differ across groups. In addition, customer value anticipation and procedural switching costs appear to be the most salient antecedents of C-BBE and switching barriers for both groups. Originality/value – This study makes an incremental contribution by incorporating the temptation-based mechanism as a mediator and relationship length as a moderator into the dedication-constraint model. This study also extends the IS and brand management literature by demonstrating the strategic importance of customer value anticipation in the ICT brand equity-building.
    显示于类别:[經營管理學系 ] 期刊論文


    档案 描述 大小格式浏览次数


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈