Consumers’ Intention to Stay with a Brand: An Examination of Potential Precursors for Brand Switching
Bibliographic record
Abstract
This study addresses factors affecting consumers’ intention to stay with a brand: in particular their cell phone brand. It aims to discover the extent to which consumers are influenced by age, satisfaction, brand commitment, the length of the consumer decision process, social groups, user experience and brand perception. The study subsequently seeks to determine the relationship between these factors and the intention of individuals to keep or change their cell phone brands. Research questions were answered by 137 respondents living in the Netherlands. Results indicate that, compared with other variables, brand commitment explains a remarkable part of the variance. Satisfaction proved to be a mediator not only of the relationship between brand commitment and the intention to stay but also between age and the intention to stay. This suggests that satisfaction has a major impact on individuals’ intention to stay. Differences were found concerning the intention to stay with the brand when age, education and income were divided into groups. The older respondents and those with the highest income regarded satisfaction as an important factor, while the lower-educated respondents only took the type of brand into consideration. It can be concluded that age, education and income-specific behavior should be considered in marketing actions. Further research is needed to elaborate the relationship between the intention to stay with the cell phone brand and other factors. Additionally, a confirmatory factor analysis and path analysis should be executed to elucidate the relations between the different variables. Finally, a longitudinal study should be conducted.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.006 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.001 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.001 | 0.001 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".