eCommons

 

An Empirical Study of Brand Switching For a Retail Service

Other Titles

Abstract

The 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.

Journal / Series

Volume & Issue

Description

Sponsorship

Date Issued

1994-10-01

Publisher

Keywords

brand switching; lodging industry; retail service; marketing strategy; empirical studies

Location

Effective Date

Expiration Date

Sector

Employer

Union

Union Local

NAICS

Number of Workers

Committee Chair

Committee Co-Chair

Committee Member

Degree Discipline

Degree Name

Degree Level

Related Version

Related To

Related Part

Based on Related Item

Has Other Format(s)

Part of Related Item

Related To

Related Publication(s)

Link(s) to Related Publication(s)

References

Link(s) to Reference(s)

Previously Published As

Government Document

ISBN

ISMN

ISSN

Other Identifiers

Rights

Required 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.

Rights URI

Types

article

Accessibility Feature

Accessibility Hazard

Accessibility Summary

Link(s) to Catalog Record