TY - JOUR
T1 - The role of corporate image and switching barriers in the service evaluation process
T2 - Evidence from the mobile telecommunications industry
AU - Giovanis, Apostolos
AU - Athanasopoulou, Pinelopi
AU - Tsoukatos, Evangelos
PY - 2016/5/3
Y1 - 2016/5/3
N2 - Purpose – The purpose of this paper is to better predict customers’ behavioral intentions (BI) by developing and empirically testing an integrative conceptual framework that allows us to investigate the mediating role of corporate image (CI) and switching barriers (SB) in the interrelationships among service evaluation constructs (i.e. service quality (SQ), perceived value and customer satisfaction (CS)) and customers’ future intentions. These relationships are explored in the mobile telecommunications service context. Design/methodology/approach – Around 1,000 customers of mobile telecommunication services were questioned using a structured questionnaire. To test the proposed hypotheses, a model was constructed and estimated using the method of partial least squares path methodology. Findings – Findings indicate that the provision of high-SQ and the creation of superior value, through the development of reasonable costs, can result in high-CS; enhanced CI, and either directly or indirectly through SB, in customers’ favorable BI. However, given the price-competitive structure of the industry under investigation, customers’ loyalty decisions are mainly based on service-related criteria. The value of and satisfaction from delivered services are far more important decision criteria, than image and SB. Research limitations/implications – This study was limited to one service setting and the proposed model should be cross-validated in other service contexts before the relationships among its components are fully clarified. Also the use of cross-section design reduces inference ability regarding temporal changes in research constructs. Practical implications – Results suggest that marketers, in their effort to develop more customer-oriented marketing plans in mature markets, should consider both the pool-in factors, reflecting the value of the provided services; CS, and CI, and the interactions among them as well as with the push-back factors, reflecting SB, as they all impact on customers’ BI. Originality/value – This paper contributes to the body of existing knowledge by considering both CI and SB, along with other service evaluation constructs, as antecedents of consumers’ BI. The interrelationships among SB, service evaluation and CI has not been adequately addressed in the existing literature.
AB - Purpose – The purpose of this paper is to better predict customers’ behavioral intentions (BI) by developing and empirically testing an integrative conceptual framework that allows us to investigate the mediating role of corporate image (CI) and switching barriers (SB) in the interrelationships among service evaluation constructs (i.e. service quality (SQ), perceived value and customer satisfaction (CS)) and customers’ future intentions. These relationships are explored in the mobile telecommunications service context. Design/methodology/approach – Around 1,000 customers of mobile telecommunication services were questioned using a structured questionnaire. To test the proposed hypotheses, a model was constructed and estimated using the method of partial least squares path methodology. Findings – Findings indicate that the provision of high-SQ and the creation of superior value, through the development of reasonable costs, can result in high-CS; enhanced CI, and either directly or indirectly through SB, in customers’ favorable BI. However, given the price-competitive structure of the industry under investigation, customers’ loyalty decisions are mainly based on service-related criteria. The value of and satisfaction from delivered services are far more important decision criteria, than image and SB. Research limitations/implications – This study was limited to one service setting and the proposed model should be cross-validated in other service contexts before the relationships among its components are fully clarified. Also the use of cross-section design reduces inference ability regarding temporal changes in research constructs. Practical implications – Results suggest that marketers, in their effort to develop more customer-oriented marketing plans in mature markets, should consider both the pool-in factors, reflecting the value of the provided services; CS, and CI, and the interactions among them as well as with the push-back factors, reflecting SB, as they all impact on customers’ BI. Originality/value – This paper contributes to the body of existing knowledge by considering both CI and SB, along with other service evaluation constructs, as antecedents of consumers’ BI. The interrelationships among SB, service evaluation and CI has not been adequately addressed in the existing literature.
KW - Behavioural intentions
KW - Corporate image
KW - Customer satisfaction
KW - Perceived value
KW - Service evaluation
KW - Service quality
UR - http://www.scopus.com/inward/record.url?scp=84963838553&partnerID=8YFLogxK
U2 - 10.1108/EMJB-01-2015-0002
DO - 10.1108/EMJB-01-2015-0002
M3 - Article
AN - SCOPUS:84963838553
SN - 1450-2194
VL - 11
SP - 132
EP - 158
JO - EuroMed Journal of Business
JF - EuroMed Journal of Business
IS - 1
ER -