Investigating the Effects of Uncertainty Avoidance on Customer Loyalty Intention

This research explores how cultural orientation of uncertainty avoidance affects customer loyalty intention. Secondary country level data and primary individual level experiment provide convergent evidence, showing a negative effect of uncertainty avoidance on customer loyalty intention, and this effect is mitigated by desire to change and need for structure.



Citation:

Bingxuan Guo, Karen Page Winterich, and yinlong zhang (2020) ,"Investigating the Effects of Uncertainty Avoidance on Customer Loyalty Intention", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1220-1220.

Authors

Bingxuan Guo, University of Texas at San Antonio, USA
Karen Page Winterich, Pennsylvania State University, USA
yinlong zhang, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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