Does Customer-Based Reputation Lead Customers Not to Switch? Examining Moderating Influences in Hypermarkets

Hao-Te Lu and Yi-Chou Wang

International Journal of Marketing Studies, 2020, vol. 11, issue 2, 64

Abstract: Accumulating evidence underscores the importance of business reputation. Therefore, understanding the impact of reputation on customers is important and requires additional research. In this article, we attempted to understand the impact of customer-based reputation (CBR) on customers’ repatronage intentions across three hypermarkets of different sizes. We used switching inducement as a moderating variable to examine whether the relationship between CBR and repatronage intentions was moderated by inducements to switch. Inperson questionnaires/surveys were administered to a convenience sample to collect data from three different hypermarkets. In total, 1,099 questionnaires were collected and sorted for analysis. The results indicated that CBR had a significant positive effect on repatronage intentions in all three hypermarkets. On the other hand, a moderating effect was significant for only the smaller hypermarket, whereas there was no significantly interaction when large, multinational branded hypermarkets were considered.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:11:y:2020:i:2:p:64

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