International Journal of Social Science & Economic Research
Submit Paper

Title:
THE ROLE OF SWITCHING COST AS MODERATOR TOWARD CUSTOMER PERCEIVED VALUE, CUSTOMER SATISFACTION & CUSTOMER LOYALTY: THE STUDY OF ONLINE SHOPPING IN INDIA

Authors:
Dr. Nischay Kr. Upamannyu, Dr. Shilpa Sankpal, Mr. Akshay Kothari, Ms. Aditi Pipraiya

|| ||

1Dr. Nischay Kr. Upamannyu, 1Dr. Shilpa Sankpal, 2Mr. Akshay Kothari, 2Ms. Aditi Pipraiya
1Assistant Professor in PIMG
2Student of PIMG

MLA 8
Upamannyu, Nischay K., et al. "THE ROLE OF SWITCHING COST AS MODERATOR TOWARD CUSTOMER PERCEIVED VALUE, CUSTOMER SATISFACTION & CUSTOMER LOYALTY: THE STUDY OF ONLINE SHOPPING IN INDIA." Int. j. of Social Science and Economic Research, vol. 3, no. 1, Jan. 2018, pp. 218-242, ijsser.org/more2018.php?id=16. Accessed 2018.
APA
Upamannyu, N. K., Sankpal, S., Kothari, A., & Pipraiya, A. (2018, January). THE ROLE OF SWITCHING COST AS MODERATOR TOWARD CUSTOMER PERCEIVED VALUE, CUSTOMER SATISFACTION & CUSTOMER LOYALTY: THE STUDY OF ONLINE SHOPPING IN INDIA. Int. j. of Social Science and Economic Research, 3(1), 218-242. Retrieved from ijsser.org/more2018.php?id=16
Chicago
Upamannyu, Nischay K., Shilpa Sankpal, Akshay Kothari, and Aditi Pipraiya. "THE ROLE OF SWITCHING COST AS MODERATOR TOWARD CUSTOMER PERCEIVED VALUE, CUSTOMER SATISFACTION & CUSTOMER LOYALTY: THE STUDY OF ONLINE SHOPPING IN INDIA." Int. j. of Social Science and Economic Research 3, no. 1 (January 2018), 218-242. Accessed , 2018. ijsser.org/more2018.php?id=16.

References
1. A-Gronroos and Ravald (1996) the value concept and relationship marketing In: European journal of marketing volume 30 no.2, pp.19-30
[2]. Anderson and Srinivasan (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing , 20,123-138
[3]. Anderson, E.W. (1994) 'Variation in customer satisfaction and retention'. Marketing letters.5 (1). 19-30.
[4]. Anderson, Eugene W., Claes Fornell, and Donald R. Lehmann. (1994). "Customer Satisfaction, Market Share, and Profitability: Findings from Sweden." Journal of Marketing 58 (July): 53-66.
[5]. Auh,S. & Johnson, M.D. (2005) 'Compatibility effects in evaluations of satisfaction and loyalty'. Journal of economic psychology. 26, 35-57.
[6]. Berman, B. & J.R. Evans (2007). Retail Management: A Strategic Approach, 10th Ed.; Upper Saddle River, New Jersey: Prentice Hall, 682 pages.
[7]. Bolton G. (2008). Customer satisfaction and loyalty in service two concepts four construct several relationships journal of retailing and consumer services, 15, 156-162.
[8]. Bowen, J. T, and Chen, S. L. (2001), 'The Relationship between Customer Loyalty and Customer Satisfaction,' International Journal of Contemporary Hospitality Management, 13 (4/5):213-217
[9]. Burnham, T. A., Frels, J. K. and Mahajan, V. (2003), 'Consumer Switching Costs: A Topology, Antecedent and Consequences,' Journal of the Academy of Marketing Science, 32(2): 213-217
[10]. CHEN, P. T.& HU,H.H(2010) The effect of relational benefits on perceived value in relation to
[11]. customer loyalty : an empirical study in the Australian coffee outlets industry international journal of hospitality management, 29, 405-412
[12]. Chen, P.T.& Hu, H.H.(2010) 'The effect of relational benefits on perceived value in relation to customer loyalty; An empirical study in the Australian coffee outlets industry'. International journal of hospitality management 29.405-412.
[13]. E.W. Anderson and Vikas Mittal (2000), "Strengthening the Satisfaction-Profit Chain," Journal of Service Research, 3 (2), 107-120.
[14]. Farrell, J. and Shapiro, C. (1988), 'Dynamic Competition with Switching Costs,' Rand Journal of Economics, 19:123-37
[15]. Fornell C, Johnson MD, Anderson EW, Cha J, Bryant BE.(1996), ?The American Customer Satisfaction Index: Nature, Purpose and Findings.? Journal of Marketing, Vol. 60, pp. 7-18.
[16]. Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. J. Mark., 56, 6-21.
[17]. Fornell, Claes. (1992), -A National Customer Satisfaction Barometer: The Swedish Experience." Journal of Marketing, Vol. 56, pp. 1-18.
[18]. Ganesh, J., Arnold, M. J. and Reynolds, K.E. (2000), Understanding the Customer Base of Service Providers: An Examination of the Differences between Stayers and Switchers, Journal of Marketing, 64(3):65-87
[19]. Gerpott, T.J, Rams, W. & Schinder, A. (2001). Customer retention, loyalty and satisfaction in the German mobile cellular telecommunications market. Telecommunications policy, 25, 249-269.
[20]. Gerrard, P. and Cunninham, J. B. (2004), 'Consumer Switching Behaviour in the Asian Market,' Journal of Services Marketing, 18(3): 215-223
[21]. Gronroos, C. (1994): From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Management Decision, 32 (2), 4-20.
[22]. Gupta, S. and Zeithaml, V.A. (2007), "Customer metrics and their impact on financial performance", Marketing Science (forthcoming).
[23]. Hallowell, R. (1996). The relationships of customer satisfaction, customer retention and profitability International. Journal of service Industry Management, 7(4), 27-42.
[24]. Hauser, J. R., Simester, D. I., & Wernerfelt, B. (1994) "Customer satisfaction incentives". Marketing Science, 13(4), 327-350
[25]. Hax, A.C. & Wilde II, D.L. (1999, winter). The delta project: adaptative management for a changing world. Sloan Management Review.
[26]. HAX,A.C.;WILDE II,D.L.The delta project: discovering new sources of profitability in a networked economy.NewYork:Palgrave,2001.
[27]. Inamullah, K. (2012) 'Impact of customer satisfaction and customer retention on customer loyalty'. International journal of scientific and technology research vol1. Issue2.
[28]. Keaveney, S. M., and Parthasarathy, M. (2001), Customer Switching Behaviour in Online Services: An Exploratory Study of the Role of Selected Attitudinal, Behaviour, and Demographic Factors, Journal of Academy of Marketing Science, 29(4): 374-390
[29]. Khalifa (2004). Customer value: a review of recent literature and an integrative configuration. Management Decision .42. .645-666
[30]. Kim, H.S & Yoon, C.H. (2004) 'Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market'. Tele communication policy, 28, 751-765.
[31]. Klemperer, P. (1995) 'Competition When Consumers Have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics and International Trade' Review of Economics Studies, 62: 515-539
[32]. KLEMPERER, P. D. (1987a), "Markets with Consumer Switching Costs", Quarterly Journal of Economics, 102, 375-394.
[33]. KLEMPERER, P. D. (1987b), "The Competitiveness of Markets with Switching Costs", Rand Journal of Economics, 18, 138-150.
[34]. KLEMPERER, P. D. and PADILLA, A. J. (1995), "Do Firms' Product Lines Include Too Many Varieties?" (Oxford University Working Paper).
[35]. Kotler, Philip. 1994. Marketing management: Analysis, Planning, Implementation, Control. Ed. 8, New Jersey: Prentice Hall, Inc.
[35]. Kotler, P. (1997). Marketing management: analysis, planning, implementation, and control. (9th ed.).New Jersey: Prentice Hall.
[36]. Lieberman, M. B., & Montgomery, D. B. 1988. First-mover advantages. Strategic Management Journal, 9: 41-58.
[37]. Lin, H.H. and Wang, Y.S. (2006), "An examination of the determinants of customer loyalty in mobile commerce contexts", Information and Management, Vol. 43 No. 3, pp. 271-282.
[38]. Lin, J. S. C., & Wu, C. Y., (2011) "The role of expected future use in relationship-based service retention". Managing Service Quality, 21(5), 535-551.
[39]. McMurrian RC, Matulich E (2006). Building Customer Value and Profitability with Business Ethics. J. Bus. Econ. Res. 4(11):p. 11-18
[40]. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York, Mc graw Hill.
[41]. Oliver, R. L. (1999). "Whence customer loyalty?" Journal of Marketing, 63, 33-44
[42]. Parasuraman, A., Zeithaml, Valerie A. & Berry, Leonard L. (1994) "Reassessment of expectations as a comparison standard in measuring service quality: implications for further research,"Journal of Marketing, vol. 58, January, p.111-124
[43]. Porter, M. 1985.Competitive advantage. New York: Free Press.
[44]. Rauyruen, P., & Miller, K.E (2007) 'Relationship quality as a predictor of B2B customer loyalty'. Journal of Business Research, 60, 21-31.
[45]. Reichheld FF, 1996, the Loyalty Effect, Harvard Business School Press, Boston, Massachusetts
[46]. Reichheld, F. F. and Schefter, P. (2000) 'E-loyalty: Your Secret Weapon on the Web', Harvard Business Review 78(4):105-13
[47]. Rumelt, R. P. 1987. Theory, strategy and entrepreneurship. In D. J. Teece (Ed.), the competitive challenge: Strategies for industrial innovation and renewal: 137-158. Cam-bridge, MA: Ballinger
[48]. Rust, R. T.Zahorik, A. (1993). Customer Satisfaction, Customer Retention and Market Share. Journal Retail Summer 69 (2). 193- 215.
[49]. Shapiro,c and varian ,h.r(1999) information rules: a strategic guide to network economy , Harvard business school press 1999.
[50]. Sheth, J.N. & A. Parvatiyar (1995): Relationship Marketing in Consumer Markets: Antecedents and Consequences, Journal of the Academy of Marketing Science, 23 (4), 255-271.
[51]. Vessel, p. and Zabkar, V. (2009). Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program. Journal of retailing and customer services 16, 396- 406.
[52]. Yavas, U., Benkenstein, M., and Stuhldreier, U. (2004), 'Relationships between Service Quality and Behavioural Outcomes: A Study of Private Bank Customers in Germany,' the International Journal of Bank Marketing: 22(2/3), 144-157
[53]. Zauberman, G. (2003), 'The Intertemporal Dynamics of Consumer Lock-in,' Journal of Consumer Research, 30(3): 405-419
[54]. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.

Abstract:
The term online shopping has now been placed as the first choice in the minds of youth in India due to available wide ranges with very lucrative offers for the prospective customers. That are available only on e-commerce platforms. Therefore, new e-commerce businesses have also been coming to grab this lucrative available opportunity to develop their business. Hence, opportunities now have been converted into cutthroat competition. The current study throws light on the behavior of customers who usually like to do shopping by e-commerce platforms. The main aims of The current study is to investigate the relationship between Perceived value of customers and its result as customer satisfaction and customer loyalty and mean while to evaluate the role of switching cost as moderator. Total Population of the current study was five hundred seven those who usually and frequently like to buy product through online using ecommerce sites. Hierarchical regression method was applied to develop the relationship between perceived value and customer loyalty with switching cost as moderator. Result indicating that there is significant relationship between perceived value and customer loyalty but as the relationship is established between moderation of perceived value and switching cost on customer loyalty then, the loyalty become weak. The result of present study also indicating that if the relationship is established between customer perceived value and customer satisfaction so very strong relationship is found between these two variable but as switching cost is used as moderator along with perceived value on customer satisfaction so the relationship between moderation (perceived value and customer satisfaction) on customer satisfaction become very weak and it indicates that youth are very much sensitive for online shopping.