When Does Satisfaction Lead to Loyalty? a New Perspective on the Moderating Effect of Switching Costs

Existing studies on the moderating role of switching costs on the relationship between satisfaction and loyalty are inconclusive. A meta-analysis and four empirical studies reveal that the moderating effect follows an inverted u-shape. The satisfaction-loyalty link is strongest for medium switching costs-levels and weaker for low and high switching costs-levels.



Citation:

Liane Nagengast, Heiner Evanschitzky, Thomas Rudolph, and Markus Blut (2013) ,"When Does Satisfaction Lead to Loyalty? a New Perspective on the Moderating Effect of Switching Costs", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 217-218.

Authors

Liane Nagengast, University of St. Gallen, Switzerland
Heiner Evanschitzky, Aston Business School, UK
Thomas Rudolph, University of St.Gallen, Switzerland
Markus Blut, Newcastle University Business School, UK



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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