Integrated Marketing Communications and Their Effects on Customer Switching Intention. Issue 1 (2nd April 2016)

• Record Type: Journal Article
• Authors: Thaichon, Paramaporn; Quach, Thu Nguyen
• Is Part Of: Journal of relationship marketing. Volume 15:Issue 1/2(2016)
• Page Start: 1
• Page End: 16
• Publication Date: 2016-04-02
• Subjects: marketing communication -- mobile service providers -- sales promotion -- satisfaction -- switching cost -- switching intention; Relationship marketing -- Periodicals; Marketing -- Management -- Periodicals; Customer services -- Quality control -- Periodicals; 658.812
• DOI: 10.1080/15332667.2014.965647
• Languages: English
• ISSNs: 1533-2667

Abstract

ABSTRACT: This research investigates the path from integrated marketing communications to switching cost, satisfaction, commitment, and switching intention among mobile telecommunications customers. This research is based on extant literature that brand awareness, image, and personality created by company integrated marketing communications influence consumer expectations. Exploratory research finds that consumers will be satisfied if the provider can fulfil its promises and meet customer expectations. Sales promotion has a direct relationship with switching costs. In turn, switching costs affects the level of commitment, which can be augmented by high consumer satisfaction. Customer satisfaction, commitment, and switching cost are direct antecedents of switching intention.