Service Quality, Corporate Brand Image, and Switching Behavior: The Mediating Role of Customer Satisfaction and Repurchase Intention

Abstract

The present study proposes a conceptual framework to investigate the relationship between service quality, satisfaction, repurchase intention, and switching behavior. It also intends to prove the importance of corporate image in terms of reputation and credibility in customer satisfaction. The conceptual framework was tested in the telecommunications industry with data collected from customers using the services of a leading global telecommunications company. The hypothesized relationship between variables was analyzed using structural equation modeling. Results indicated an indirect effect of service quality and corporate brand image on switching behavior via customer satisfaction and repurchase intention. The model confirms that delivering high quality service and a credible corporate image results in high customer satisfaction, which in turn leads to high repurchase intension and less switching behavior.

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