Abstract:

Purpose: Even though previous literature has drawn the attention to explore influential factors on repurchase intention and positive wordof-mouth of customers (PWOM), however, this study instead is the first one to consider the simultaneous impacts of advertising messages and negative switching barriers. In order to clarify the focus for the above purpose, this study will not take into consideration the major factor - service quality - which impacts on the main dimensions of attitudinal loyalty had been proved already. Methodology: The Structure Equation Model was employed in this study to test the proposed hypotheses with the questionnaires sampled from 289 cell phone users in Vietnam’s mobile telecommunication market. Findings: The study’s results indicate that advertising message has a negative impact on repurchase intention as well as on customers’ intention of spreading positive word-of-mouth. Regarding negative switching barrier, the results show that it is positively associated with repurchase intentions, but, negatively associated with positive word-of-mouth. Conclusion: The findings of this study not only contribute to theoretical aspects, but also arise practical issues for Vietnam’s telecommunication market. It suggests that mobile carriers in Vietnam should figure out more effective tools to reduce “junk” or “spam” messages in order to enhance loyalty from existing subscribers. In addition, the mobile carriers need to realize the negative switching barrier, which should be considered while making strategies of retaining customers. Under such manner, it then could help cell phone network providers be more profitable in the current intensely competitive environment.

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