IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Brand Trust Determinants and Customer Switching Resistance: The Case of Mobile Phone Companies in Egypt

Brand Trust Determinants and Customer Switching Resistance: The Case of Mobile Phone Companies in Egypt
View Sample PDF
Author(s): Ali Ahmed Abdelkader (Kafrelsheikh University, Egypt)and Hossam Al- Din Fathy Mohamed (International Academy of Engineering and Media Sciences, Egypt)
Copyright: 2020
Pages: 22
Source title: Global Branding: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-9282-2.ch023

Purchase

View Brand Trust Determinants and Customer Switching Resistance: The Case of Mobile Phone Companies in Egypt on the publisher's website for pricing and purchasing information.

Abstract

Customer switching resistance (CSR) is the highest level of loyalty because it means that a customer will be loyal and be sustained even if disruptions occur. This research aims to determine and analyze the determinants of brand trust and its relationship with customer switching resistance. To accomplish these objectives, a random stratified sample of 376 customers was selected from population of mobile phone companies in Egypt. The research findings emphasized that there is a significant relationship between brand reputation, brand personality, word of mouth, and brand image (as a whole and each one of them separately) and brand trust. The findings also reveal that there is a significant relationship between brand reputation, brand personality, word of mouth, and brand image (as a whole and each one of them separately), brand trust and customer switching resistance. These results assure the importance of the brand trust and its determinants to promote customer switching resistance at mobile phone companies in Egypt.

Related Content

Albérico Travassos Rosário, Joana Carmo Dias. © 2024. 35 pages.
Elena García-y-García, Francisco Rejón-Guardia, Laura Berenice Sánchez-Baltasar. © 2024. 35 pages.
Nino Tchanturia, Rusudan Dalakishvili. © 2024. 20 pages.
Žiga Domadenik, Tina Tomažič. © 2024. 21 pages.
Loredana Kotinski. © 2024. 14 pages.
Margarida Silva, Nataliia Buchko, Natalia Parashchenko, Titanilla Marta Szaszi, Yevheniia Tovstyk. © 2024. 15 pages.
A. N. Raghavendra, G. Vijayakumar, Sanjeev Kumar Thalari. © 2024. 16 pages.
Body Bottom