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A contingency model of behavioural intentions in a services context

A contingency model of behavioural intentions in a services context Numerous studies have shown customer satisfaction to be the crucial antecedent of perhaps the most important constructs in marketing – loyalty and customer retention. However the satisfaction→customer retention linkage is not as simple as it might first seem. This study examines the impact of switching barriers as potential moderators of the satisfaction→customer retention linkage. The results show that across each industry studied, the satisfaction→repeat purchase link is stronger under conditions of low switching barriers, and weaker when switching barriers are perceived to be higher, thus supporting a contingency model of customer retention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

A contingency model of behavioural intentions in a services context

European Journal of Marketing , Volume 38 (9/10): 12 – Sep 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410548997
Publisher site
See Article on Publisher Site

Abstract

Numerous studies have shown customer satisfaction to be the crucial antecedent of perhaps the most important constructs in marketing – loyalty and customer retention. However the satisfaction→customer retention linkage is not as simple as it might first seem. This study examines the impact of switching barriers as potential moderators of the satisfaction→customer retention linkage. The results show that across each industry studied, the satisfaction→repeat purchase link is stronger under conditions of low switching barriers, and weaker when switching barriers are perceived to be higher, thus supporting a contingency model of customer retention.

Journal

European Journal of MarketingEmerald Publishing

Published: Sep 1, 2004

Keywords: Customer satisfaction; Customer retention; Customer loyalty; Customer service management; Consumer behaviour; Contingency planning

References