A cost/benefit approach to understanding service loyalty

A cost/benefit approach to understanding service loyalty Examines determinants of service loyalty under the assumption that consumers perform a cost/benefit analysis when deciding whether or not they want to be "regular customers". It develops potential determinants of service loyalty based on the service quality, transaction cost, and switching cost literature, and estimates their relative influences with survey data from customers currently using banks and travel agencies. The results indicate that, in addition to service quality perceptions, transaction/switching cost factors have a significant impact on service loyalty. Implications of the results are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

A cost/benefit approach to understanding service loyalty

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
D.O.I.
10.1108/08876040110387917
Publisher site
See Article on Publisher Site

Abstract

Examines determinants of service loyalty under the assumption that consumers perform a cost/benefit analysis when deciding whether or not they want to be "regular customers". It develops potential determinants of service loyalty based on the service quality, transaction cost, and switching cost literature, and estimates their relative influences with survey data from customers currently using banks and travel agencies. The results indicate that, in addition to service quality perceptions, transaction/switching cost factors have a significant impact on service loyalty. Implications of the results are discussed.

Journal

Journal of Services MarketingEmerald Publishing

Published: Apr 1, 2001

Keywords: Customer loyalty; Marketing strategy; Cost/benefit analysis

References

  • When consumers switch brands
    Mazursky, D.; LaBarbera, P.; Aiello, A.

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