Switching Barriers in the Four-Stage Loyalty Model

Markus Blut, Department of Retailing and Distribution, University of Muenster
Heiner Evanschitzky, Department of Retailing and Distribution, University of Muenster
Verena Vogel, Department of Retailing and Distribution, University of Muenster
Dieter Ahlert, Department of Retailing and Distribution, University of Muenster
Oliver (1997) suggests a four-stage loyalty model proposing that loyalty consists of belief, affect, intentions, and action. Although this model has recently been subject to empirical examination, the issue of moderator variables has been largely neglected. This article fills that void by analyzing the moderating effects of switching barriers, using a sample of 589 customers of a large do-it-yourself (DIY) retailer. The results suggest that these moderators exert an influence on the development of the different stages of the loyalty sequence. Specifically, switching costs, social benefits, and attractiveness of alternatives are found to be important moderators of the links in the four-stage loyalty model.
[ to cite ]:
Markus Blut, Heiner Evanschitzky, Verena Vogel, and Dieter Ahlert (2007) ,"Switching Barriers in the Four-Stage Loyalty Model", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 726-734.