Measuring the Role of Consumers Demographics on the Relationship between Satisfaction and Switching Intention: An Empirical Study on Egyptian Consumers in the Mobile Telecommunication Market
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
|---|---|
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | El Bordiny, Rehab Mohammad Mahmoud (Author) |
| مؤلفين آخرين: | El-Maniaway, Aisha Moustafa (Advisor) |
| المجلد/العدد: | ع1 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2017
|
| الشهر: | ابريل |
| الصفحات: | 113 - 136 |
| ISSN: |
2636-2562 |
| رقم MD: | 1065927 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Customer Satisfaction | Switching Intention | Demographics | Geographic Location
|
| رابط المحتوى: |
عدد مرات التحميل
11
| المستخلص: |
The researcher is conducting this study to investigate the relationship between customer satisfaction (measured by customer feelings, expected performance, recommendations to others, spreading positive word of mouth, and perceived price) and switching intention (measured by repurchase, sensitivity to offers provided by competitors, keeping the relationship with the same provider, difficulty of switching, and cost incurred when switching). Then, the study is trying to find out the role of consumers’ demographics (age, gender, education, occupation income, and marital status) and geographic location as moderating variables change the relationship between customer satisfaction and switching intention, applied in the Egyptian mobile telecommunication market. Numerous empirical studies from the consumer goods and services literatures showed that customer satisfaction has a significant effect on switching intention. To test this relationship, a systematic random sample was collected from 500 Egyptian subscribers in the three mobile operators (Vodafone, Orange, and Etisalat). The data was analyzed using correlation and multiple liner regression analysis to identify the strength and trend of the relationships among the study variables. The results showed that, with confidence degree 95%, there is a significant relationship between customer satisfaction and switching intention. Also, there is a significant relationship between switching intention and each of recommendations to others and spreading positive word of mouth. Regarding moderating variables (demographics), it was found that age, gender, education, occupation, and marital status have insignificant effects on the relationship between satisfaction and switching intention. While, switching intention is affected only by the difference in income. Entering location as a moderating variable doesn't change the significance of the effects of recommendations to others and spreading positive word of mouth on switching intention. At the same time, location doesn't change the non-significance of all other independent variables. |
|---|---|
| ISSN: |
2636-2562 |
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