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#28 : Effect of Service Failure On Brand Switching Behavior: The Role of Customer Dissatisfaction

This document summarizes a research study on the effect of service failures on brand switching behavior, with a focus on customer dissatisfaction. The study examines how service failures at Citra Ferry influence customers' brand switching decisions, both directly and indirectly through customer dissatisfaction. A survey was conducted of 186 Citra Ferry passengers who were asked about their service failure experiences and likelihood of switching brands. The results found that service failures positively and significantly impact both customer dissatisfaction and brand switching directly. Customer dissatisfaction was also found to negatively and significantly influence brand switching.

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41 views1 page

#28 : Effect of Service Failure On Brand Switching Behavior: The Role of Customer Dissatisfaction

This document summarizes a research study on the effect of service failures on brand switching behavior, with a focus on customer dissatisfaction. The study examines how service failures at Citra Ferry influence customers' brand switching decisions, both directly and indirectly through customer dissatisfaction. A survey was conducted of 186 Citra Ferry passengers who were asked about their service failure experiences and likelihood of switching brands. The results found that service failures positively and significantly impact both customer dissatisfaction and brand switching directly. Customer dissatisfaction was also found to negatively and significantly influence brand switching.

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#28 (1570655913): Effect of Service Failure on Brand Switching Behavior: The Role of Customer
Dissatisfaction

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the 2nd International Conference on Applied Economics and Social Science 2020 - Management
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Politeknik
Shania Negeri
Authors  
Melinda
1788253 
Batam,
[email protected] Indonesia  
Indonesia
Politeknik
Sri Negeri

Zuliarni
1683607
Batam,
[email protected] Indonesia  
Indonesia
Title  Effect of Service Failure on Brand Switching Behavior: The Role of Customer Dissatisfaction
This study examines the effect of Service Failures on Brand Switching Behavior through Customer Dissatisfaction (Studies in Citra Ferry
Passengers). Respondents from this study are passengers who have used the Citra Ferry ship at least 2 times and have an age of 17
years and above. The population in this study was Citra Ferry passengers with a sample of 186 respondents. The sampling technique
here uses the Purposive Sampling method with the Slovin formula. In this study, data were collected manually through a questionnaire
Abstract  given directly to respondents. Data analysis method used is Path Analysis with a significance level of 0.05. The results of this study are
that service failures have a positive and significant effect on brand switching behavior, service failures have a negative and significant
effect on customer dissatisfaction, customer dissatisfaction has a negative and significant effect on brand switching behavior, and
service failures have a direct effect on brand switching behavior without being mediated by customers dissatisfaction

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