New Insights on the Moderating Role of Switching Costs on the Satisfaction-Loyalty Link

Thomas Rudolph, University of St.Gallen, Switzerland
Liane Nagengast, University of St.Gallen, Switzerland
Heiner Evanschitzky, Aston University, UK
Markus Blut, TU Dortmund, Germany
Existing studies on the moderating role of switching costs on the satisfaction-loyalty relationship are inconclusive. Based on a meta-analysis and two studies, we show that switching costs moderate this relationship in a nonlinear (inverted u-shaped) way. Explaining existing inconsistencies, our results contribute to a better understanding of the satisfaction-loyalty link.
[ to cite ]:
Thomas Rudolph, Liane Nagengast, Heiner Evanschitzky, and Markus Blut (2012) ,"New Insights on the Moderating Role of Switching Costs on the Satisfaction-Loyalty Link", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1135-1135.