Brand Switching

In: Business and Management

Submitted By rachellove51
Words 362
Pages 2
Brand Loyalty
Jacoby (1971) suggests that Brand loyalty is the purchase response of an individual or consumer for one or more alternative brands over a time period deciding from a set of alternative Brands.

Importance of Brand Loyalty
Aaker (1991)and Reichheld (1996)suggest that brand loyalty is become very much important factor for marketers and consumer researchers. Study suggests that an organization which is having so many loyal customers will lead them to greater share and high profit (Buzzellet al., 1975),(Raj,1985), and Jensen and Hansen, 2006). Dick and Basu (1994)suggest that brand loyal customers will engage in positive word of mouth for company and even do not accept the marketing strategies of competitors.

Price
According to Kotler and Armstrong (2010)price is one the important factor which plays a vital role in brand switching, price is that amount which consumer pays for any product or service, while purchasing or using of that product or service. If service providers charge price sensible and give the better services than it will create customer satisfaction and very less consumer will switch to another brand, because price fairness is an extremely significant concern that leads toward satisfaction (Martinet al., 2007). That’s mean price has a positive impact on brand switching. If service provider charge high price than more consumers will switch to another brand (Herrmannet al., 2007).Service Quality
Service quality is defined as approach which can be known as the services received by customers as compared to expectations regarding it (Parasuramanet al., 1988). As Guatam and Chandhok (2011)suggest that Customers expectations and perceived performance having the direct relationship for the better experience of the perceived service quality. Service quality can measuredthrough following factors:
A)Responsiveness
B)Assurance
C)Customer…...

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