Please use this identifier to cite or link to this item:
https://doi.org/10.21256/zhaw-25486
Publication type: | Article in scientific journal |
Type of review: | Peer review (publication) |
Title: | Strengthening the satisfaction loyalty link : the role of relational switching costs |
Authors: | Evanschitzky, Heiner Stan, Valentina Nagengast, Liane |
et. al: | No |
DOI: | 10.1007/s11002-021-09590-8 10.21256/zhaw-25486 |
Published in: | Marketing Letters |
Volume(Issue): | 33 |
Issue: | 2 |
Page(s): | 293 |
Pages to: | 310 |
Issue Date: | 2021 |
Publisher / Ed. Institution: | Springer |
ISSN: | 0923-0645 1573-059X |
Language: | English |
Subjects: | Loyalty; Relational switching; Switching cost; Customer satisfaction |
Subject (DDC): | 658.8: Marketing management |
Abstract: | The extant retail research has placed much emphasis on understanding customer switching and the concept of switching costs (SCs). However, the empirical evidence is inconclusive with respect to the moderating role of SCs in general and relational switching costs (RSCs) in particular. Therefore, this research focuses on the moderating role played by SCs on the satisfaction-loyalty link. Specifically, our study attempts to clarify the nonlinear moderating effect of RSCs. Furthermore, we investigate RSCs in greater depth, considering their two dimensions, brand relationship loss costs (BRLCs), and personal relationship loss costs (PRLCs). We find that there is an optimal level of BRLC whereas increasing PRLCs decreases the impact of satisfaction on loyalty in a linear manner, calling for a more nuanced assessment of this type of SC in future studies. Our findings contribute to a deeper understanding of the effectiveness of SCs as a retention strategy. |
URI: | https://digitalcollection.zhaw.ch/handle/11475/25486 |
Fulltext version: | Published version |
License (according to publishing contract): | CC BY 4.0: Attribution 4.0 International |
Departement: | School of Management and Law |
Appears in collections: | Publikationen School of Management and Law |
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2021_Evanschitzky-etal_Strengthening-satisfaction-loyalty-link.pdf | 1.03 MB | Adobe PDF | View/Open |
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Evanschitzky, H., Stan, V., & Nagengast, L. (2021). Strengthening the satisfaction loyalty link : the role of relational switching costs. Marketing Letters, 33(2), 293–310. https://doi.org/10.1007/s11002-021-09590-8
Evanschitzky, H., Stan, V. and Nagengast, L. (2021) ‘Strengthening the satisfaction loyalty link : the role of relational switching costs’, Marketing Letters, 33(2), pp. 293–310. Available at: https://doi.org/10.1007/s11002-021-09590-8.
H. Evanschitzky, V. Stan, and L. Nagengast, “Strengthening the satisfaction loyalty link : the role of relational switching costs,” Marketing Letters, vol. 33, no. 2, pp. 293–310, 2021, doi: 10.1007/s11002-021-09590-8.
EVANSCHITZKY, Heiner, Valentina STAN und Liane NAGENGAST, 2021. Strengthening the satisfaction loyalty link : the role of relational switching costs. Marketing Letters. 2021. Bd. 33, Nr. 2, S. 293–310. DOI 10.1007/s11002-021-09590-8
Evanschitzky, Heiner, Valentina Stan, and Liane Nagengast. 2021. “Strengthening the Satisfaction Loyalty Link : The Role of Relational Switching Costs.” Marketing Letters 33 (2): 293–310. https://doi.org/10.1007/s11002-021-09590-8.
Evanschitzky, Heiner, et al. “Strengthening the Satisfaction Loyalty Link : The Role of Relational Switching Costs.” Marketing Letters, vol. 33, no. 2, 2021, pp. 293–310, https://doi.org/10.1007/s11002-021-09590-8.
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