Suppliers' willingness of customization, effective communication, and trust: a study of switching cost antecedents
Abstract
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.
Keywords
Citation
Yen, Y., Shih‐Tse Wang, E. and Horng, D. (2011), "Suppliers' willingness of customization, effective communication, and trust: a study of switching cost antecedents", Journal of Business & Industrial Marketing, Vol. 26 No. 4, pp. 250-259. https://doi.org/10.1108/08858621111126992
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited