INTERNATIONAL JOURNAL OF ACCOUNTING, FINANCE AND SOCIAL TAXATION (IJAFST)
Role of Product Quality, Need for Variety, Customer Satisfaction, and Switching Cost on Switching Behavior on Male Skincare Product
E-ISSN: 2316-422X
P-ISSN: 3982-0997
DOI: https://iigdpublishers.com/article/1084
This study aims to examine and analyze the influence of product quality, need for variety, customer satisfaction, and switching costs on customer switching intention in the men's skincare industry. Descriptive associative research was utilized to test the hypotheses. Data were collected via an online survey, where samples were chosen using a purposive technique by involving customers of male skincare and grooming products in various major cities in Indonesia. A valid 418 responses were analyzed using PLS-SEM. This study validated the significant effect of the need for variety, product quality, and customer satisfaction on customers switching intention. However, switching costs failed to moderate the relationship between customer satisfaction and switching intention. Producers of men’s skincare products must satisfy their target customers by producing more product variety, ensuring their products meet customers’ requirements, and maintaining their product quality. They must keep innovating to produce new products as customers tend to switch to other brands offering a new variety of products. It is one of a few studies focusing on the purchasing behavior of men, particularly in emerging economies, despite the growing concerns of men about their appearance.
Suluk Waseso Segoro, Yudie Haryanto, Gilang Widya Pramana & Evelyn Hendriana
Al-Mashraie, M., Chung, S. H., & Jeon, H. W. (2020). Customer switching behavior analysis in the telecommunication industry via push-pull-mooring framework: A machine learning approach. Computers & Industrial Engineering, 144, 106476. https://doi.org/10.1016/j.cie.2020.106476
Almohaimmeed, B. (2019). Pillars of customer retention: An empirical study on the influence of customer satisfaction, customer loyalty, customer profitability on customer retention. Serbian Journal of Management, 14(2), 421–435. https://doi.org/10.5937/sjm14-15517
Al-Slehat, Z. (2021). Determining the effect of banking service quality on customer loyalty using customer satisfaction as a mediating variable: An applied study on the Jordanian commercial banking sector. International Business Research, 14(4), 58. https://doi.org/10.5539/ibr.v14n4p58
Campos Pimenta, M. T., de Mesquita, J. M., Shin, H., & Urdan, A. T. (2022). The role of customer complaint management on switching intention and customer exit in Fitness Centers. Services Marketing Quarterly, 44(1), 51–72. https://doi.org/10.1080/15332969.2022.2126081
Chen, Y., & Keng, C. (2019). Utilizing the Push-Pull-Mooring-Habit framework to explore users’ intention to switch from offline to online real-person English learning platform. Internet Research, 29(1), 167–193. https://doi.org/10.1108/intr-09-2017-0343
