Suppliers' willingness of customization, effective communication, and trust: A study of switching cost antecedents

Yu Xiang Yen, Edward Shih Tse Wang, Der Juinn Horng

研究成果: 雜誌貢獻期刊論文同行評審

39 引文 斯高帕斯(Scopus)

摘要

Purpose: This study seeks to extend current research by testing a framework for understanding the impact of perceived suppliers' willingness for customization, effective communication, and trust regarding perceived switching costs. Design/methodology/approach: Research data were collected from electronics firms in Taiwan; 281 questionnaires were collected. Structural equation model (SEM) analysis was applied to the data. Findings: The study suggests that perceived trust contributes to perceived switching costs. The perceived willingness of a supplier to customize for a buyer can indirectly impact on perceived switching costs by way of perceived trust toward the supplier. Furthermore, analysis of the direct and indirect effects reveals that effective communication plays a dominant role and has a significant influence on trust and perceived switching costs. Originality/value: While recent research increasingly examines customer switching costs in terms of antecedents, this study provides greater insight into switching costs from the trust-forming perspective to ensure customer retention.

原文???core.languages.en_GB???
頁(從 - 到)250-259
頁數10
期刊Journal of Business and Industrial Marketing
26
發行號4
DOIs
出版狀態已出版 - 4月 2011

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