Switching costs and alternatives’ attractiveness as moderators in the relationship between customer engagement and switching intentions

dc.contributor.advisorChipp, Kerry
dc.contributor.emailu17392307@tuks.co.zaen_ZA
dc.contributor.postgraduatePhefo, Amogelang
dc.date.accessioned2020-05-15T18:42:22Z
dc.date.available2020-05-15T18:42:22Z
dc.date.created2020-04
dc.date.issued2019
dc.descriptionMini Dissertation (MBA)--University of Pretoria, 2019.en_ZA
dc.description.abstractUnderpinned by social exchange theory, this study examined the influence of customer engagement on switching intentions. Breaking switching costs down to three types, procedural switching costs (PSC), financial switching costs (FSC) and relational switching costs (RSC), it further examined the role played by switching costs in this relationship. It was also the objective of this study to examine the role played by alternatives’ attractiveness, but the testing could not be completed. Data was obtained from retail banking customers by means of online survey tool (N=235) and the hypotheses tested by means of structural equation modelling. CE was found to have a negative influence on switching intentions. This relationship was moderated positively by RSC relating to brand relationship loss. No significant moderating effect was found in relation to the other types of switching costs. Mixed results were obtained regarding the direct effect of the different types of switching costs have on switching intentions. Some were positive, others negative, while others did not have a significant influence. This study confirms strategic importance of customer engagement and building a good brand that customers can relate to and associate with. It further confirms that switching costs should not be seen and treated as a singular cost as the different types of costs have different effects. And finally, it provides insight into which types of switching costs firms can focus on to build or destroy switching barriers.en_ZA
dc.description.availabilityUnrestricteden_ZA
dc.description.degreeMBAen_ZA
dc.description.departmentGordon Institute of Business Science (GIBS)en_ZA
dc.identifier.citationPhefo, A 2019, Switching costs and alternatives’ attractiveness as moderators in the relationship between customer engagement and switching intentions, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/74610>en_ZA
dc.identifier.otherA2020en_ZA
dc.identifier.urihttp://hdl.handle.net/2263/74610
dc.language.isoenen_ZA
dc.publisherUniversity of Pretoria
dc.rights© 2019 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.
dc.subjectUCTDen_ZA
dc.subjectCustomer engagementen_ZA
dc.subjectSwitching intentionsen_ZA
dc.subjectSwitching costsen_ZA
dc.subjectAlternatives’ attractivenessen_ZA
dc.titleSwitching costs and alternatives’ attractiveness as moderators in the relationship between customer engagement and switching intentionsen_ZA
dc.typeMini Dissertationen_ZA

Files

Original bundle

Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
Phefo_Switching_2019.pdf
Size:
1.23 MB
Format:
Adobe Portable Document Format
Description:
Mini Dissertation

License bundle

Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
license.txt
Size:
1.75 KB
Format:
Item-specific license agreed upon to submission
Description: