When does satisfaction lead to loyalty? A new perspective on the moderating effect of switching costs
Type
conference paper
Date Issued
2013-07-06
Author(s)
Abstract
Existing studies on the moderating role of switching costs on the relationship between satisfaction and loyalty are inconclusive. A meta-analysis and four empirical studies reveal that the moderating effect follows an inverted u-shape. The satisfaction-loyalty link is strongest for medium switching costs-levels and weaker for low and high switching costs-levels.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
E - European Advances in Consumer Research
Publisher
Association for Consumer Research,
Publisher place
Duluth, MN
Volume
Volume 10
Start page
217
End page
218
Event Title
Association for Consumer Research (ACR) European Conference 2013
Event Location
Barcelona
Event Date
04.-07.07.2013
Subject(s)
Division(s)
Eprints ID
224271