publication . Article . Other literature type . 2014

New Insights in the Moderating Effect of Switching Costs on the Satisfaction-Repurchase Behavior Link

Nagengast, Liane; Evanschitzky, Heiner; Blut, Markus; Rudolph, Thomas;
Open Access
  • Published: 01 Sep 2014 Journal: Journal of Retailing, volume 90, pages 408-427 (issn: 0022-4359, Copyright policy)
  • Publisher: Elsevier BV
  • Country: United Kingdom
Abstract
Existing studies on the role of switching costs (SC) as moderator of the relationship between satisfaction and repurchase behavior are inconclusive. We attempt to explain these inconclusive findings by synthesizing an amplifying and a lock-in effect, and hypothesize a nonlinear moderating effect. In Study 1 (a main study and three replications), we find strong evidence for an inverted u-shaped moderating effect of overall SC. Our results suggest that satisfaction is a particularly important predictor of repurchase behavior in situations characterized by medium-levels of SC. Based on Prospect Theory, Study 2 (a main study and one replication) reveals that this in...
Subjects
free text keywords: Marketing, Customer satisfaction, Multilevel model, Prospect theory, Business, Moderation, Business studies
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