Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention

Building barriers to lock in customers and improving the affective customer experience are two key strategies employed by firms to enhance customer retention. Although pursuing the same goal, these strategies work differently: the former relies more on a calculative, cost–benefit approach to the exc...

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Veröffentlicht in:	Journal of the Academy of Marketing Science 2023-03, Vol.51 (2), p.334-371
Hauptverfasser:	Gao, Lily (Xuehui), de Haan, Evert, Melero-Polo, Iguácel, Sese, F. Javier
Format:	Artikel
Sprache:	eng
Schlagworte:	Affect (Psychology) Brand equity Business and Management Customer loyalty Customer retention Customer service Experience Marketing Marketing research Original Empirical Research Psychological aspects Social exchange theory Social Sciences
Online-Zugang:	Volltext
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