“Switching is easy†—Service firm communications to encourage customer switching

Pick, Doreén

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 4, 502-509

Abstract: For several service industries, customer acquisition is challenged because of matured markets. Winning new customers typically means encouraging the competitors׳ customers to switch. This article analyzes “Switching is easy†-messages of retail banks. In their marketing communication, UK banks focus on several aspects to decrease perceived switching costs of their competitor customers. However, many facets stay unmentioned such as stress-related dimensions of switching a relationship. The study therefore contributes to service research by outlining how service firms focus on to decrease perceived switching costs of bank customers to acquire them from competitors.

Keywords: Customer switching; Switching communication; Relationship marketing; Retail banking; Content analysis (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:4:p:502-509

DOI: 10.1016/j.jretconser.2014.03.007

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