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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/51771

    Title: Suppliers' willingness of customization, effective communication, and trust: a study of switching cost antecedents
    Authors: Yen,YX;Wang,EST;Horng,DJ
    Contributors: 企業管理學系
    Date: 2011
    Issue Date: 2012-03-27 19:05:14 (UTC+8)
    Publisher: 國立中央大學
    Abstract: Purpose - This study seeks to extend current research by testing a framework for understanding the impact of perceived suppliers' willingness for customization, effective communication, and trust regarding perceived switching costs. Design/methodology/approach - Research data were collected from electronics firms in Taiwan; 281 questionnaires were collected. Structural equation model (SEM) analysis was applied to the data. Findings - The study suggests that perceived trust contributes to perceived switching costs. The perceived willingness of a supplier to customize for a buyer can indirectly impact on perceived switching costs by way of perceived trust toward the supplier. Furthermore, analysis of the direct and indirect effects reveals that effective communication plays a dominant role and has a significant influence on trust and perceived switching costs. Originality/value - While recent research increasingly examines customer switching costs in terms of antecedents, this study provides greater insight into switching costs from the trust-forming perspective to ensure customer retention.
    Appears in Collections:[企業管理學系] 期刊論文

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