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dc.contributor.authorMorgan, Michael S.
dc.contributor.authorDev, Chekitan
dc.description.abstractThe purpose of our study is to identify and measure the relative influence of different factors contributing to brand switching in a retail service context. We examine three types of variables related to brand switching for a high involvement, experience-oriented retail service: (1) changes in usage context or situation; (2) marketing mix variables which are directly controllable by the firm; and (3) customer background variables. Using data from an extensive survey of lodging customers, we build a model of the probability of brand switching as a function of these variables and implement three measures of relative variable influence. The strategic marketing implications of the findings are discussed.
dc.rightsRequired Publisher Statement: © Elsevier. Final version published as: Morgan, M. S., & Dev, C. S. (1994). An empirical study of brand switching for a retail service. Journal of Retailing, 70(3), 267-282. Reprinted with permission. All rights reserved.
dc.subjectbrand switching
dc.subjectlodging industry
dc.subjectretail service
dc.subjectmarketing strategy
dc.subjectempirical studies
dc.titleAn Empirical Study of Brand Switching For a Retail Service
dc.description.legacydownloadsDev87_An_empirical_study.pdf: 1226 downloads, before Aug. 1, 2020.
local.authorAffiliationMorgan, Michael S.: Cornell University
local.authorAffiliationDev, Chekitan: Cornell University School of Hotel Administration

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