Abstract
This paper aimed to investigate the effect of the technological characteristics and relational bonding strategies of crowdsourced delivery (CD) service platforms on customers' switching intention. It was proposed that this effect was mediated by perceived value and switching cost. Five hundred survey responses were collected using a stratified random sampling strategy to represent Singapore's population. The collected data were analysed using structural equation modelling, which revealed that technological characteristics (i.e. ease of use, breadth of use and switching experience) influence the perceived switching cost. In addition, relational bonds (i.e. structural, financial and social bonds) influence perceived value. Furthermore, perceived value and switching cost influence switching intention. The combination of perceived value, switching cost and social exchange theory carries cogent explanatory power regarding users' switching intention in the CD industry (R2 = 81%). The findings also provide managerial implications for CD companies to formulate appropriate strategies to build customer loyalty in light of increasing competition.
Original language | English |
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Article number | 102167 |
Journal | Technology in Society |
Volume | 72 |
DOIs | |
Publication status | Published - Feb 2023 |
Externally published | Yes |
Bibliographical note
Publisher Copyright:© 2022 Elsevier Ltd
ASJC Scopus Subject Areas
- Human Factors and Ergonomics
- Business and International Management
- Education
- Sociology and Political Science
Keywords
- Crowdsourced delivery
- Perceived switching cost
- Perceived value
- Social exchange theory
- Stimulus–organism–response
- Switching intention