S-Space College of Education (사범대학) Dept. of Physical Education (체육교육과) Theses (Master's Degree_체육교육과)
The Influence of Brand Experience on Switching Costs - Focus on Golf Equipment Industry
브랜드 경험이 전환비용에 미치는 영향: 골프 용품 산업 중심으로
- 사범대학 체육교육과
- Issue Date
- 서울대학교 대학원
- 학위논문 (석사)-- 서울대학교 대학원 : 체육교육과, 2015. 8. 강준호.
- and to provide valuable insights to sport academia and marketing practice to further retain customers and increase profits.
This study carried out an online survey obtaining 386 valid samples. The participants of the study were all golf players owning golf clubs. Thereafter, the study conducted data analysis for descriptive and reliability analysis, multivariate analysis of covariance, and Bonferroni post-hoc analysis using SPSS 20.0 to analyze the data.
The results of this study clearly indicated that brand experience had an actual influence on switching costs. For golfers who had higher levels of brand experience, the cost of switching were also the highest. On the other hand, results revealed that players who had lower levels of brand experience had a tendency to change brands more easily due to the smaller costs when switching brands. To measure the absolute effect of brand experience on switching costs, golfers expertise and switching experience was controlled in the study since both factors have a negative effect on switching costs. In other words, the higher the level of a golfers expertise or switching experience, the lower the cost of switching to other brands.
Sport managers can utilize the information provided in this research to better understand the impact that experiences of a brand can generate, and to make customers not to deter from the current using brand. This in turn, will help golf brand companies not only to make their brand stand out from the others, but also create a long lasting segment of customers.
Building strong brands has been the main objective for many marketers in order to increase profits over a long period of time. Up-to-date, research has been carried out examining the effects of brand experience on different brand related factors, such as brand loyalty, satisfaction, and brand awareness to build powerful brands. Yet, there is no empirical evidence showing its effect on switching costs, a substantial factor to retain customers for a long lasting relationship.
This study commenced with a primary purpose to examine the influence of brand experience on switching costs in the context of golf equipment since it has the biggest sport equipment market share