Examining Role of Anthropomorphism in Customer Switching Behavior
This study investigates the moderating role of anthropomorphism in the relationship between service failure (low vs. high severity) and switching in a post-failure context. The results showcase a dual effect of anthropomorphism, where it reduces the switching behaviour in low-severity condition and enhances the switching behaviour in high-severity condition.
Citation:
Gurbir Singh and Archit Vinod Tapar (2021) ,"Examining Role of Anthropomorphism in Customer Switching Behavior", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 934-934.
Authors
Gurbir Singh, Indian Institute of Management Amritsar
Archit Vinod Tapar, Indian Institute of Management Rohtak
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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