Strengthening the satisfaction loyalty link: the role of relational switching costs

The extant retail research has placed much emphasis on understanding customer switching and the concept of switching costs (SCs). However, the empirical evidence is inconclusive with respect to the moderating role of SCs in general and relational switching costs (RSCs) in particular. Therefore, this...

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Veröffentlicht in:	Marketing letters 2022-06, Vol.33 (2), p.293-310
Hauptverfasser:	Evanschitzky, Heiner, Stan, Valentina, Nagengast, Liane
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand loyalty Business and Management Customers Loyalty Marketing Personal relationships Retention
Online-Zugang:	Volltext
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