A study on examining interrelationships among customer satisfaction, loyalty, and switching intent in industrial food suppliers

Brand loyalty is one of the most important concepts in brand literature. Customer’s loyalty toward brand can increase firm’s share price. In addition, firms’ market share maintains close relationship with net profit and capital used return. Company efforts to motivate customers to switch from competitive brands to their own or to induce them to repurchase their own brands are very important in their marketing activities. Therefore, investigating customer variety-seeking orientation and level of involvement in decision-making plays essential role in explaining customers’ product selection activities. This study intends to examine interrelationships among customer satisfaction, loyalty, and switching intent in industrial food suppliers and verifies the moderating effect of customer variety-seeking orientation and purchase decision involvement. The findings indicate that, the impact of purchase involvement was lower than variety seeking and the satisfaction had the highest negative impact on switching intent of customers.