Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === The research about consumer behaviors has been studied for decades, like consumer purchase decision, buying intention, etc. Switching behavior is also one of the topics that have been chosen in recent years, it is not only damage the company profit but also decrease the loyalty of customer. Word of mouth (WOM) has been chosen to use as one of the strategies in influencing customer purchasing decision. The source credibility and interpersonal relationship between communicator and receiver have been determined in many researches.
In this research, the author has built on the previous research within the service switching area including sender expertise, trustworthiness, tie strength and receiver’s expertise as the independent variables which influence on consumer switching behavior with the determinants of switching cost as a moderator in hair salon industry. In which this research used altogether 450 questionnaires as the medium to process for the respondents in Thailand and Taiwan.
The result show that there are the relationship between WOM sender and switching behavior, while the switching cost moderates differently for Thailand and Taiwan respondents. The author really hope that this research would help hair salon industries or managers learn to fight with competitors who attract the customer through WOM, by using Switching cost to raise customer retention, hope to provide more understanding of switching cost and WOM to develop the customer retention program. By the result, this model may adapt to help marketers as a warning to increase customer loyalty and help the switcher less likely to switch away in the future. The implication and future research are discussed.
Key word: Word of Mouth (WOM), Switching Behavior, Switching Cost, Expertise, Tie strength
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