Customer Immigration Intention from the Emotion, Cost and Brand Perception
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Abstract
This paper is purpose (1) to study the perception of customer emotion toward brand and customer expectation toward brand influence mooring. (2) To study the perception of customer emotion toward brand and customer expectation toward brand influence customer immigration intention. (3) To study the influence of intangible switching costs and tangible switching costs on customer immigration intention. (4) To study the perception of product quality and service quality influence mooring and (5) to study the perception of product quality and service quality influence customer immigration intention. To explore the relationship of our customer retention causal model, we exercised qualitative and quantitative research approaches. From the qualitative study, researchers employ deep interviewed with 10 customers selecting the Honda car brand while the quantitative study used the survey method with the questionnaire data from 445 customers purchasing the Honda car brand.
Findings are as the testing hypothesis showed that the brand driven value had the influence on customer immigration intention with highly significant value 0.837 while the self-drive and mooring factor did not effect on customer immigration intention. According to the studied population was the middle income, then the determinant factor to maintain customer retention was the brand that provides the high-quality product and good service quality.
Article Details
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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