ASPECTS REGARDING THE MANAGEMENT OF A RESEARCH CONCERNING THE BACKGROUND OF MOBILE PHONE BRANDS’ RESISTANCE TO CHANGE ON THE MARKET OF DURABLE GOODS IN ROMANIA - Polish Journal of Management Studies

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ASPECTS REGARDING THE MANAGEMENT OF A RESEARCH CONCERNING THE BACKGROUND OF MOBILE PHONE BRANDS’ RESISTANCE TO CHANGE ON THE MARKET OF DURABLE GOODS IN ROMANIA

Abstracts > Vol 2

ASPECTS REGARDING THE MANAGEMENT OF A RESEARCH CONCERNING THE BACKGROUND OF MOBILE PHONE BRANDS’ RESISTANCE TO CHANGE ON THE MARKET OF DURABLE GOODS IN  ROMANIA


Cucea R., Stremtan F., Dragolea L. *

Abstract

This article puts forward the theoretical presentation of the steps/stages taken during a research that aims to identify the degree of resistance to change of mobile phones on the market of durable goods in Romania. The actual research will be conducted  on the model presented in this study.
The consumers’ resistance to changing the brand is determined by the perception of the emotional costs, the experience with the brand, the perception of the services provided by the supplier of the brand, price reductions, brand innovation and  learning costs.

Keywords: resistance to change, emotional costs, brand innovation, experience with the brand, price reductions

Introduction

For many categories of products and services, consumers who have paid for their purchase to a company have also covered the costs for the case in which they intend to change the supplier with a similar one, who is a competitor with the current supplier.  The examples may be costs associated with learning how to use the good of the new brand, the uncertainty costs regarding the quality of the new brand, the psychological switching cost associated with brand loyalty and the real costs of the transaction  covered when choosing a different brand. An example of this type of switching cost occurs when wanting to purchase a mobile phone, especially when it implies changing the mobile phone service provider. This requires not only voiding the contract signed  with the current mobile phone service provider, but also signing a new contract with a different service provider. In case there are high costs for terminating such a contract, and the user wants to purchase a new phone at a low cost, he has the option  of extending the contract for a relatively long period in exchange of a considerable price reduction for the mobile phone.


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Summary

Research model and hypotheses:
Based on the overview presented above, we propose the research model in figure 1:
1.   Experience with the brand has a positive effect over resistance to switching the brand.
2.   The services provided by the supplier have a positive effect over resistance to switching the brand.
3.   Price reductions have a positive effect over resistance to switching the brand.

4.   Brand innovation has a positive effect over resistance to switching the brand.
5.   Emotional costs have a positive effect over resistance to switching the brand.
6.   Learning costs have a positive effect over resistance to switching the brand.

The questionnaire that will be applied in order to complete this research is presented in the Annex, its results leading to numerous and significant conclusions.


References

[1]   Burnham T.A., Frels J.K., and Mahajan V., Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of Marketing Science (31:2), 2003, p.109-203.
[2]   Jones M.A., Mothersbaugh D.L., Beatty S.E., Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of Business Research (55), 2002, p.441-450.
[3]   Klemperer P., Markets with Consumer Switching Costs. The Quarterly Journal of Economics (102:2), 1987, p.375-394.
[4]   Klemperer P., Competition When Consumer Have Switching Costs: An Overview with Application to Industrial Organization, Macroeconomics, and International Trade. Review of Economic Studies (62), 1995, p.515-539.
[5]   Nilssen T., Two kinds of Consumer Switching Costs. The RAND Journal of Economics (23:4), 1992, p.579-589.



ASPEKTY ZWIAZANE Z ZARZADZANIEM BADANIAMI DOTYCZACYMI ODPORNOSCI TELEEFONOW KOMORKOWYCH ROZNYCH MAREK NA RYNKU TOWAROW UZYTKU TRWALEGO W RUMUNII


Streszczenie: W niniejszym artykule zaproponowano teoretyczna prezentacja krokow/etapow podjetych podczas badan, ktorych celem jest identyfikacja stopnia odpornosci telefonow komorkowych na zmiany na rynku towarow uzytku trwalego w Rumunii. Obecne badania  zostana przeprowadzone na modelu zaprezentowanym w pracy.
Niechec konsumentow do zmiany marki jest okreslona przez postrzeganie kosztu emocjonalnego, doswiadczenie zwiazane z dana marka,  postrzeganie uslug oferowanych przez przedstawiciela danej marki, obnizki cen, innowacje wprowadzane  przez dana marke koszty zwiazane z nauka.





 
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