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Positive vs. negative switching barriers: the influence of service consumers' need for variety

Vázquez-Carrasco, Rosario and Foxall, Gordon Robert 2006. Positive vs. negative switching barriers: the influence of service consumers' need for variety. Journal of Consumer Behaviour 5 (4) , pp. 367-379. 10.1002/cb.187

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Abstract

In this study, we deal with the existing debate related to the establishment of switching barriers retaining customers in the relationship with a provider. In particular, we demonstrate that ‘positive’ switching barriers (relational benefits) play a greater role that the ‘negative’ ones (switching costs and availability and attractiveness of other providers' offers) in determining customer satisfaction and retention. On the other hand, we include customers' need for variety in the proposed model, in order to demonstrate that a higher level of this psychological trait will lead to a lower perception of the existence of switching barriers. The hypotheses proposed have been tested for a services context on a sample of 800 individuals, using the technique ‘Partial Least Squares’ (PLS). Our findings lead to some interesting managerial implications.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Publisher: Wiley Blackwell
ISSN: 1472-0817
Last Modified: 04 Jun 2017 04:34
URI: http://orca.cf.ac.uk/id/eprint/41227

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