Credibility has been argued to enable firms to enhance their relationships with their respective customers and would lead to higher satisfaction and commitment among customers and make them stay with the current brand. By analyzing 147 data from telecommunication service users in Iran using SEM, this study found 1) brand credibility is positively related to satisfaction, loyalty commitment, and continuance commitment; and 2) higher satisfaction and commitment would lead to lower switching propensity among customers. | The relationship between brand credibility and customers behavioral intentions with reference to Iranian service market
