Investigate the Gender Difference in Customer Relational Bonds and Loyalty

Chi Hsun Lee, professor,Department of Business Management, National United University,Taiwan, R.O.C.
Etta Y. I. Chen, Assistant professor,College of Management, Yuan Ze University, Taiwan, R.O.C.
Jui Lien Su, Doctoral Candidate,College of Management, Yuan Ze University, Taiwan, R.O.C.
This paper discusses how service providers apply the three types of relational bonds (stimulus) to influence customer trust and perceived switching costs (organism) and ultimately promote customer loyalty (response).
[ to cite ]:
Chi Hsun Lee, Etta Y. I. Chen, and Jui Lien Su (2015) ,"Investigate the Gender Difference in Customer Relational Bonds and Loyalty", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 795-795.