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1 – 5 of 5Yi-Fei Chuang and Yang-Fei Tai
This study aims to analyze and explain the characteristics and findings in previous studies of switching behavior and identifies the developments within this topic in order to…
Abstract
Purpose
This study aims to analyze and explain the characteristics and findings in previous studies of switching behavior and identifies the developments within this topic in order to improve its current understanding.
Design/methodology/approach
The authors construct a literature database of studies published in prominent business and management journals from 1996 to 2013 and conduct an analysis using the variables in the data fields. Furthermore, we execute meta-analysis to combine the research goals of tracing the history of customer switching behavior studies.
Findings
Satisfaction switching costs and attractiveness of alternatives are the most commonly used predictor variables to explain switching intentions. Switching costs subjective norms and interpersonal relationships moderate the relationship between switching intentions and its antecedents. Customer switching behavior in mobile telecommunication services has received a lot of attention.
Practical implications
This study assists researchers by examining the type and topic of these studies and the research tools and findings reported in theory. The authors ultimately identify the developmental trend in the literature on switching behavior and propose a direction for future studies.
Originality/value
This study clarifies the characteristics and findings of previous studies on switching intention from a literature review and improves the current understanding.
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Yi-Fei Chuang, Cong-Minh Dinh and Wei-Min Lu
Contractual services are characterized by features such as termination fees, long-term commitment, and complex terms. When customers find better deals from other providers, they…
Abstract
Purpose
Contractual services are characterized by features such as termination fees, long-term commitment, and complex terms. When customers find better deals from other providers, they may want to switch, but contractual obligations prevent them from doing so. Thus, this study aims to draw upon the stimulus-organism-response paradigm and theories of emotion regulation to examine how punitive switching costs (PSCs) can evoke negative emotions (NEs) from customers and, consequently, lead to negative behavioral responses in contractual service settings.
Design/methodology/approach
This study collected data from 395 customers of telecommunications companies, fitness centers, tutoring firms/centers, and house leasing companies in Taiwan. We tested the hypotheses using partial least squares structural equation modeling via SmartPLS 3.0.
Findings
The results show that NEs partially mediate the relationship between PSC and customers’ switching intention and negative word-of-mouth. This study also finds alternative attractiveness (AA) and service recovery (SR) do not moderate the PSCs–NEs relationship, but AA does directly influence NEs.
Originality/value
First, this study contributes to the literature on switching costs by exploring how PSC exerts a detrimental impact on behavioral responses. Second, this study adds to the literature on service failures by identifying the mediating role of NEs in such a relationship.
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Yi-Fei Chuang and Yang-Fei Tai
This research aims to predict private club members’ intentions to switch service providers based on the benefit exchange theory through a structural model with a second-order…
Abstract
Purpose
This research aims to predict private club members’ intentions to switch service providers based on the benefit exchange theory through a structural model with a second-order factor.
Design/methodology/approach
This study uses a qualitative procedure to develop a functional, social and psychological model based on the benefit exchange and switching intention literatures. A further quantitative analysis surveyed a sample of 366 private club members and assessed the usefulness of this model.
Findings
The results of the confirmatory factor analysis and structural equation modeling indicate that social benefits have a stronger impact on switching intention than loss of functional benefits under the context of a high level of interaction between members and between members and service providers. In addition, they confirm the moderating effects of psychological benefits on the relationship between functional benefits and switching intention.
Practical implications
The findings indicate that members are unlikely to switch if there are positive word of mouth and interpersonal interactions between members and the club (social benefits). Even if they are disappointed with the functional benefits of the club’s products or services, they may still choose to stay with it owing to psychological benefits affecting their decision to switch. The findings offer managerial insights into utilizing relationship marketing activities to strengthen interpersonal relationships, word of mouth, trust, commitment and emotional factors to retain members.
Originality/value
This research confirms that the benefit exchange theory can explain members’ intentions to switch from their current clubs and provides valuable recommendations to managers on retaining their clubs’ members. Because the switching intentions of club members have not previously been adequately studied, this study fills an important gap in the literature.
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Yi-Fei Chuang, Shiuh-Nan Hwang, Jehn-Yih Wong and Chun-Der Chen
– The aim of this study is to explore the attractiveness of tourist night markets by looking at the dual nature of retail service and tourism from a supply-side perspective.
Abstract
Purpose
The aim of this study is to explore the attractiveness of tourist night markets by looking at the dual nature of retail service and tourism from a supply-side perspective.
Design/methodology/approach
The authors conducted field observations to understand the offerings at night markets and used content analysis to explore the attributes of vendors who operate there.
Findings
The research reveals that the attractiveness of night markets derives from the diversity of service contents and local food, affordable consumption (the lowest unit prices, with products under US$3.3 comprising approximately 70 per cent of those offered), temple festivals and the various service attributes of vendors. These night market features generate physical perceptions and personnel perceptions among tourists. Vendor service attributes include performance, empathy, responsiveness and courtesy. Unique and interesting performances comprise a special attribute of night markets that differ from other service industries.
Practical implications
The results provide information on how tourism officials can promote night markets as tourist destinations and what kinds of vendor service attributes please tourists the most.
Originality/value
This study expands on the literature that discusses perceptual attributes to tourist street markets by exploring the service contents of these markets and by identifying the service attributes of vendors.
Details
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Yi-Fei Chuang, Shui-Hui Chia and Jehn Yih Wong
The purpose of this study is to provide a data mining approach for classifying Taiwanese healthcare institutions based on customer value assessment. Each institution type has…
Abstract
Purpose
The purpose of this study is to provide a data mining approach for classifying Taiwanese healthcare institutions based on customer value assessment. Each institution type has developed its own marketing strategy along with relationship management strategies.
Design/methodology/approach
Real transaction data from 88 pharmaceutical companies were the study samples. Expert interviews were conducted to analyze industry knowledge. The frequency, money, and contract term (FMC) model was developed to assess and segment the healthcare institutions. ANOVA and the Scheffe post-test were used to explore the test effects of each FMC indicator among the groups. The C5.0 decision tree was then used to generate the behavioral rules of various segmentations. Finally, this study combined the related variables with the purchasing behavioral rules to propose specific strategies for each type of healthcare institution.
Findings
A total of 663 health care institutions in Taiwan were divided into four types: loyalist, intellectualist, nitpicking, and churn. The terms frequency (F), money (M) and contract term (C) were all significant indicators for determining the differences among the four customer categories at the 0.01 level of significance. The behavioral rules related to the four categories were determined by using the C5.0 algorithm.
Originality/value
This FMC model can provide a strategic development method for the pharmaceutical industry to conduct market segmentation. The findings may assist pharmaceutical companies provide customized services to health care institutions and to manage their downstream demand effectively.
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