Skip to Main content Skip to Navigation
Conference papers

The effect of switching barriers on customer commitment: an application to mobile phone services

Abstract : The goal of this research work is to investigate the relationship between switching barriers and customers' commitment. It is considered that different types of switching barriers have an opposite influence on the commitment of clients: it can be either a destructive effect or a beneficial effect on the long-term relationship between partners. We have distinguished between two types of switching barrier, negative and positive, depending on the customers' motivation to maintain the relationship. The results indicate that negative switching barriers weaken the affective commitment while positive switching barriers enhance it. Therefore, contrary to current practice in the mobile phone services sector, application of positive switching barriers is an effective strategy for building a long term customer relationship.
Document type :
Conference papers
Complete list of metadatas

Cited literature [41 references]  Display  Hide  Download

https://hal.archives-ouvertes.fr/hal-00797964
Contributor : Klara Kövesi <>
Submitted on : Thursday, March 7, 2013 - 4:13:03 PM
Last modification on : Thursday, January 14, 2021 - 1:16:57 PM
Long-term archiving on: : Saturday, June 8, 2013 - 8:45:35 AM

File

Article_anglais_switching_barr...
Files produced by the author(s)

Identifiers

  • HAL Id : hal-00797964, version 1

Citation

Klara Kövesi, Philippe Robert-Demontrond. The effect of switching barriers on customer commitment: an application to mobile phone services. 9th International Marketing Trands Congress, Jan 2010, Venise, Italy. pp. 7-21. ⟨hal-00797964⟩

Share

Metrics

Record views

735

Files downloads

1819