The Relationship Between Customer Equity & Its Drivers, Purchase Intentions and Switching Cost. A Study on Traveling Industry in Pakistan

Abstract

The key purpose of current research is to investigate the relationship between customer equity, purchase intentions by moderation effect of switching cost. Furthermore this research investigated the relationship between Value Equity, Brand Equity and Relationship Equity toward the customer equity and customers purchase intentions. The data were collected from air passenger at international airport Multan via self administrative questionnaire. The Reliability, KMO, Correlation and Regression analysis used to measure the data. The results indicate that, there is significant relationship between customer equity and purchase intentions, and impact of Value, Brand and Relationship Equity on customer equity and purchase intentions found positive relationship. While Switching Cost also affect the relationship between customer equity and purchase intentions. The present research focuses on services industry there is need to test the model in manufacturing industries for more appropriate results. A study on Traveling Industry in Pakistan relationship between Customer Equity & its drivers, purchase Intentions and Switching Cost has been not conducted before. In Pakistan traveling industry facing switching cost barrier and current research conducted to fills this gap.

Keywords: Customer equity, Value equity, Brand equity, Relationship equity, Purchase intentions Switching cost.

DOI: 10.7176/EJBM/11-4-04