가입형 서비스 상품에 대한 전환비용, 고객만족도가 브랜드애호도에 미치는 영향 = The effects of switching cost and customer satisfaction on brand Loyalty in a continuous purchase setting

다국어 초록 (Multilingual Abstract)

Extant research on the structural relationships among switching cost, customer satisfaction, and brand loyalty has conceptualized switching costs as unidimensional or used it as a unidimensional construct in the structural equation model despite the acknowledgement that multiple dimension exists. This research divides switching costs into subscription cost and termination cost, and investigated their effect on brand loyalty with customer satisfaction in the context of a Korean broadband Internet services. The findings of this research show that the effects of customer satisfaction and subscription cost on brand loyalty are significant, but termination cost has no significant influence on it. This indicates that service providers should put more efforts into decreasing the subscription cost to attract customers from competitors rather than increasing the termination cost to keep customers from leaving them. Meanwhile, this research examines the moderating effect of switching experience in the relationship between switching costs and brand loyalty. For participants with switching experience, the moderating effects of both subscription and termination costs are not significant. For those without switching experience, however, the effect of subscription cost on brand loyalty is significant.

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