Effect of product usage, satisfaction and involvement on brand switching behaviour

Volume: 16, Issue: 4, Pages: 82 - 104
Published: Dec 1, 2004
Abstract
The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour in several product categories while looking at the product involvement level in the Indian marketplace. A fair amount of work has been done in the area of customer satisfaction and loyalty and many customer satisfaction indexes are available in the market using different variables and characteristics. The study attempts to...
Paper Details
Title
Effect of product usage, satisfaction and involvement on brand switching behaviour
Published Date
Dec 1, 2004
Volume
16
Issue
4
Pages
82 - 104
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