The Effect of Relational Bonds, Trust, and Switching Costs on Loyalty — the Moderating Role of Gender

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).



Citation:

Lee Chi-Hsun, Chen Etta Y. I., and Su Jui-Lien (2015) ,"The Effect of Relational Bonds, Trust, and Switching Costs on Loyalty — the Moderating Role of Gender", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 165-165.

Authors

Lee Chi-Hsun, Department of Business Management, National United University, professor. R.O.C.
Chen Etta Y. I., College of Management, Yuan Ze University, Assistant professor. R.O.C.
Su Jui-Lien, College of Management, Yuan Ze University, Doctoral Candidate. R.O.C.*



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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