 Factores que favorecen, precipitan y moderan la intenci¢n del consumidor de romper una relaci¢n comercialMirtha Carrero Mu¤oz,
Carmen Camarero Izquierdo () and
Carmen Ant¢n Mart¡n ()
No 2005-02, Working Papers "New Trends on Business Administration". Documentos de Trabajo "Nuevas Tendencias en Dirección de Empresas". from Interuniversity Research Master and Doctorate Program (with a quality mention of ANECA) on "Business Economics", Universities of Valladolid, Burgos, Salamanca and León (Spain). Until 2008, Interuniversity Doctorate Program (with a quality mention of ANECA) “New trends in Business Administration”, Universities of Valladolid, Burgos, and Salamanca (Spain). Master en Investigación y Programa de Doctorado Interuniversitarios (con mención de calidad de la ANECA) en "Economía de la Empresa", Universidades de Valladolid, Burgos, Salamanca y León (España). Hasta 2008, Programa de Doctorado Interuniversitario (con mención de calidad de la ANECA) “Nuevas Tendencias en Dirección de Empresas”, Universidades de Valladolid, Burgos y Salamanca (España). Abstract: El cambio de proveedor por parte del consumidor y la ruptura de relaciones previas es un problema preocupante para ciertas empresas cuya rentabilidad depende en gran medida de la permanencia del cliente. En estos casos donde la ruptura no depende de un deseo de variar y probar nuevos productos, nos planteamos qu‚ tipo de causas provocan la intenci¢n de ruptura del consumidor y c¢mo influyen otras variables de la situaci¢n de compra en dicho proceso de ruptura. El estudio emp¡rico que se ha realizado para el caso de clientes de seguros del autom¢vil comprueba c¢mo existen ciertos factores que tienen una influencia m s d‚bil sobre la intenci¢n de ruptura ?calidad del servicio y compromiso de la empresa en la relaci¢n?, mientras que otras tienen una influencia fuerte que precipita la decisi¢n del consumidor ?cambios en precios y episodios conflictivos?. Asimismo, se destaca el papel moderador del conocimiento de otras alternativas y de los costes de cambio en este proceso. The objective of this work is to provide evidence of customer switching intentions as a complex phenomenon involving a series of firm actions ? service quality failures, unfair price, low perceived commitment and anger incidents ? and factors relating to the purchase situation or the consumer that also play an important role as moderators in the dissolution process. An empirical study has been carried out in the case of customers of car-insurance firms. Results demonstrate the existence of some factors that have a weak influence on the switching intention ? service quality and company commitment ? and other factors that have a strong influence and precipitate the consumers? decisions ? price changes and critical incidents. We also underline the moderator role of knowledge about alternatives and switching costs in this process. This findings show that a continuing dissatisfaction with the firm as a consequence of a quality that is poorer than expected does not influence individuals as much as a change in the price policy or a one-off incident in which consumers experience a strong unease. This work provides empirical evidence about the existence of various determinants of switching: variables that weaken the relationship and variables that precipitate dissolution. These categories had already been discussed theoretically in previous work, but their effect had not been tested. Moreover, it advances in the idea that switching intention may fundamentally be conditioned by consumers? level of involvement and their knowledge about other alternatives. Keywords: Disoluci¢n de relaciones; comportamiento de cambio; marketing de servicios. Relationship dissolution; switching behaviour; services marketing. (search for similar items in EconPapers) Published in European Journal of Marketing, vol. 41, no. 1-2, 2007, pages 135-158 with the title "Analysing firms' failures as determinants of consumer switching intentions: the effect or moderating factors". There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ntd:wpaper:2005-02 Ordering information: This working paper can be ordered from Access Statistics for this paper More papers in Working Papers "New Trends on Business Administration". Documentos de Trabajo "Nuevas Tendencias en Dirección de Empresas". from Interuniversity Research Master and Doctorate Program (with a quality mention of ANECA) on "Business Economics", Universities of Valladolid, Burgos, Salamanca and León (Spain). Until 2008, Interuniversity Doctorate Program (with a quality mention of ANECA) “New trends in Business Administration”, Universities of Valladolid, Burgos, and Salamanca (Spain). Master en Investigación y Programa de Doctorado Interuniversitarios (con mención de calidad de la ANECA) en "Economía de la Empresa", Universidades de Valladolid, Burgos, Salamanca y León (España). Hasta 2008, Programa de Doctorado Interuniversitario (con mención de calidad de la ANECA) “Nuevas Tendencias en Dirección de Empresas”, Universidades de Valladolid, Burgos y Salamanca (España). Contact information at EDIRC. |
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