ADVERTING MESSAGE AND NEGATIVE SWITCHING BARRIER: EFFECTS ON REPURCHASE INTENTION AND WORD-OF-MOUTH

Year 2017, , 335 - 342, 30.12.2017

Chang Chia-hua Nguyen Xuan Tho

https://doi.org/10.17261/Pressacademia.2017.722

Abstract

Purpose: Even though previous literature has drawn the attention to
explore influential factors on repurchase intention and positive wordof-mouth
of customers (PWOM), however, this study instead is the first one to consider
the simultaneous impacts of advertising messages and negative switching
barriers. In order to clarify the focus for the above purpose, this study will
not take into consideration the major factor - service quality - which impacts
on the main dimensions of attitudinal loyalty had been proved already.

Methodology: The Structure Equation Model was employed in this
study to test the proposed hypotheses with the questionnaires sampled from 289
cell phone users in Vietnam’s mobile telecommunication market. 

Findings: The study’s results indicate that advertising message has a
negative impact on repurchase intention as well as on customers’ intention of
spreading positive word-of-mouth. Regarding negative switching barrier, the
results show that it is positively associated with repurchase intentions, but,
negatively associated with positive word-of-mouth.

Conclusion: The
findings of this study not only contribute to theoretical aspects, but also
arise practical issues for Vietnam’s telecommunication market. It suggests that
mobile carriers in Vietnam should figure out more effective tools to reduce
“junk” or “spam” messages in order to enhance loyalty from existing
subscribers. In addition, the mobile carriers need to realize the negative
switching barrier, which should be considered while making strategies of
retaining customers. Under such manner, it then could help cell phone network
providers be more profitable in the current intensely competitive environment. 

Keywords

Negative switching barrier, advertising message, repurchase intention, positive word-of-mouth, attitudinal loyalty, mobile telecommunication, Vietnam

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