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

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.


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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1135-1135.


Thomas Rudolph, University of St.Gallen, Switzerland
Liane Nagengast, University of St.Gallen, Switzerland
Heiner Evanschitzky, Aston University, UK
Markus Blut, TU Dortmund, Germany


NA - Advances in Consumer Research Volume 40 | 2012

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