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Satisfaction and Loyalty in Local Food Festival: Do Switching Barriers Matter?

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  • Pouya Zargar
  • Panteha Farmanesh

Abstract

In food tourism context, attracting customers and provision of satisfaction is of necessity. In accord with the call for empirical evidence within the extant literature, this study examines switching barriers and its role as moderator on the relationship between satisfaction and customer loyalty, at a food festival in Delhi, India. Switching barriers can be a vital factor for attracting more tourists into organized festivals, if implied adequately and maintained on a controlled manner. Creating switching barriers can be an effective approach for obtaining long-term visitors from marketing and tourism aspects. A questionnaire was designed specifically using related measures based on the literature. Various regression models were applied to estimate switching barriers’ effects and to further analyze our hypotheses. Interaction plot exhibited suppressing effect of switching barriers on the relationship between customer satisfaction and customer loyalty. The results of this study found that the role of switching barriers is not merely statistically significant, but requires critical attention from organizers. JEL Classification : M3, M30, M31, M37, M39

Suggested Citation

  • Pouya Zargar & Panteha Farmanesh, 2021. "Satisfaction and Loyalty in Local Food Festival: Do Switching Barriers Matter?," SAGE Open, , vol. 11(4), pages 21582440211, October.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:4:p:21582440211050382
    DOI: 10.1177/21582440211050382
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    References listed on IDEAS

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    1. Ige Pirnar & Sinem Kurtural & Melih Turkey, 2019. "Festivals and destination marketing: An application from Izmir City," Post-Print hal-02458450, HAL.
    2. Mehfooz Ali & Muhammad Asif & Faisal Hassan, Umair Khan, Shoaib Khan, Qaisar Shahzad Waseem Ahmed Khan, Aamir Mehmood, Abid Ali, Junaid Khan, 2012. "Inventory Management and Its Effects on Customer Satisfaction," Oeconomics of Knowledge, Saphira Publishing House, vol. 4(3), pages 11-22, July.
    3. Balabanis, George & Reynolds, Nina & Simintiras, Antonis, 2006. "Bases of e-store loyalty: Perceived switching barriers and satisfaction," Journal of Business Research, Elsevier, vol. 59(2), pages 214-224, February.
    4. Gao, Lingling & Bai, Xuesong, 2014. "Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 653-665.
    5. Pirnar, Ige & Kurtural, Sinem & Tutuncuoglu, Melih, 2019. "Festivals and destination marketing: An application from Izmir City," MPRA Paper 93520, University Library of Munich, Germany.
    6. Kim, Moon-Koo & Park, Myeong-Cheol & Jeong, Dong-Heon, 2004. "The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services," Telecommunications Policy, Elsevier, vol. 28(2), pages 145-159, March.
    7. Chang, Richard C.Y. & Kivela, Jakša & Mak, Athena H.N., 2011. "Attributes that influence the evaluation of travel dining experience: When East meets West," Tourism Management, Elsevier, vol. 32(2), pages 307-316.
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    Cited by:

    1. Minh-Tri Ha & Giang-Do Nguyen & Bao-Son Doan, 2023. "Understanding the mediating effect of switching costs on service value, quality, satisfaction, and loyalty," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-14, December.

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    More about this item

    Keywords

    India; food Industry; switching barriers; customer satisfaction; customer loyalty;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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