||Due to the development of technology and digitization, consumers have changed the type of camera from a film camera to a digital camera and also saved the images in hard disks digitally without printing them out. The photo printing market has faced a tremendous impact recently. Thus, the amount of the usage of traditional photos (negatives) have decreased rapidly and the sales and profit of photo industry also declined. Whatworse, the photo industry had to cover the increasing cost of monthly rental, equipment and personnel expense. Because of the decreasing revenues and the increasing costs, numerous of photo stores depend on the maintenance contracts to reduce a fixed cost. This study aims to discuss the reasons why (i.e., service quality or switching costs) the photo store will choose to cooperate with the original service provider given the situatiion of increasing contract fees.
This study adopted three components of commitment, normative commitment, affective commitment, and continuance commitment, and their antecedents, such as subjective norms, satisfaction, trust, switching costs, and alternative attractiveness to examine the minilab’s switching intention. In addition, this study also further to examines the moderating effect of inertia on the minilab’s switching intention.
The samples of this study were chosen from the contract clients of the company which has the highest market share of printing machine in Taiwan. There were a total of 200 valid questionnaires used for the data analysis. This study adopted structural equation models (SEM) to investigae the minilab’s switching intention. Moreover, chi-square difference test was used to examine whether the inertia exert some moderating effects on the relationship between the antecedents of commitment and switching intention.
The results reveal that all the three components of commitment (i.e., normative commitment, affective commitemnt, and continuance commitment) have negative effects on minilab’s switching intention. Moreover, the inertia indeed exerted moderating effects on the relation between minilab’s normative commitment and switching intention and on the relation between alternative attractiveness and continuance commitment. Based on the research findings, the study suggested that the photo printing service provider should enhance their attractiveness to their customers in order to decrease their customers’ switching intention.