The influence of goal attainment and switching costs on customers’ staying intentions

Mohamed Sobhy Temerak and Dahlia El-Manstrly

Journal of Retailing and Consumer Services, 2019, vol. 51, issue C, 51-61

Abstract: It examines the effectiveness of goal attainment (i.e. a value enhancement strategy) and switching costs (i.e. a defensive retention strategy) in enhancing customers’ staying intentions, where the service type is a key boundary condition. The data was collected using a survey design and analyzed using a multi-group SEM approach. Goal attainment played a stronger role in influencing staying intentions in services with passive customer participation and a low degree of customization (i.e. retail banking) than in services with active customer participation and a high degree of customization (i.e. stock brokerage). Different switching costs varied in importance across the two service industries.

Keywords: Switching costs; Goal attainment; Customers’ staying intentions; Retail banking; Stockbrokerage services (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:51:y:2019:i:c:p:51-61

DOI: 10.1016/j.jretconser.2019.05.020

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