Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs

✍ Scribed by Chung-Yu Wang

• Publisher: John Wiley and Sons
• Year: 2010
• Tongue: English
• Weight: 73 KB
• Volume: 27
• Category: Article
• ISSN: 0742-6046
• DOI: 10.1002/mar.20330

✦ Synopsis

The current study moves beyond customer-perceived value and corporate image and demonstrates that switching costs are important factors in influencing a customer's decision to stay with a service provider. This work finds support for a contingency model involving customer-perceived value, corporate image, and switching costs. The results indicate that the impacts of customer-perceived value and corporate image on customer loyalty decrease under conditions of high switching costs. Implications of the results are discussed.