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Journal of Tea Science ›› 2013, Vol. 33 ›› Issue (2): 155-163.doi: 10.13305/j.cnki.jts.2013.02.002

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Study on Oolong Tea Brand Loyalty under the Moderating Role of Switching Cost

LIN Chun-tao, SU Bao-cai, GUAN Xi, YU Jian-hui*   

  1. Economics and Management College of Fujian Agriculture and Forestry University, Fuzhou 350002, China
  • Received:2012-09-06 Revised:2012-11-05 Online:2013-04-30 Published:2019-09-04

Abstract: The empirical research on consumer brand loyalty of Oolong tea under the moderating role of switching cost was conducted through Fuzhou consumer survey. The results showed that Oolong tea service experience, brand experience and relationship experience on their consumer satisfaction have significant positive impact. Consumer satisfaction of Oolong tea has significant positive impact on their attitudinal loyalty and behavioral loyalty. Oolong tea consumer switching costs have significantly positive moderating role in the impact on consumer satisfaction on their behavior loyalty. However, the Oolong tea consumer attitudinal loyalty to loyalty behavior does not have a significant impact. Oolong tea consumer switching costs do not have significantly positive moderating role in the impact of consumer satisfaction on their attitudinal loyalty.

Key words: Oolong tea consumers, switching cost, brand loyalty, moderating role

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