Özet:

In this study, the effects of the cognitive and affective quality of service on the consumers' switching intentions and the moderating roles of switching cost was investigated. For this purpose, an exploratory study was carried out on students in the university age and the obtained data were tested by PLS-based structural equation modeling. Findings of analysis show that cognitive and affective quality of service have positively influenced to consumers' switching intentions, but affective service quality was more significant. Also, cognitive service quality has directly influenced to affective service quality and the indirectly affected to consumers' switching intentions via affective service quality. The switching cost has been found to have a moderating role between affective service quality and consumers' switching intentions. These findings may contribute to the literature on service quality and switching behavior.

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