IDEAS home Printed from https://ideas.repec.org/a/igg/jcrmm0/v8y2017i4p12-31.html
   My bibliography  Save this article

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

Author

Listed:
  • Ali Ahmed Abdelkader

    (Kafrelsheikh University, Faculty of Commerce, Kafr El-Shaikh, Egypt)

  • Hossam Al- Din Fathy Mohamed

    (International Academy of Engineering and Media Sciences, Giza, Egypt)

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.

Suggested Citation

  • Ali Ahmed Abdelkader & Hossam Al- Din Fathy Mohamed, 2017. "Brand Trust Determinants and Customer Switching Resistance: The Case of Mobile Phone Companies in Egypt," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 8(4), pages 12-31, October.
    • Handle: RePEc:igg:jcrmm0:v:8:y:2017:i:4:p:12-31
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJCRMM.2017100102
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jcrmm0:v:8:y:2017:i:4:p:12-31. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.