Strengthening the satisfaction loyalty link : the role of relational switching costs

Evanschitzky, Heiner; Stan, Valentina; Nagengast, Liane

doi:10.1007/s11002-021-09590-8

Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-25486

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
Title:	Strengthening the satisfaction loyalty link : the role of relational switching costs
Authors:	Evanschitzky, Heiner Stan, Valentina Nagengast, Liane
et. al:	No
DOI:	10.1007/s11002-021-09590-8 10.21256/zhaw-25486
Published in:	Marketing Letters
Volume(Issue):	33
Issue:	2
Page(s):	293
Pages to:	310
Issue Date:	2021
Publisher / Ed. Institution:	Springer
ISSN:	0923-0645 1573-059X
Language:	English
Subjects:	Loyalty; Relational switching; Switching cost; Customer satisfaction
Subject (DDC):	658.8: Marketing management
Abstract:	The extant retail research has placed much emphasis on understanding customer switching and the concept of switching costs (SCs). However, the empirical evidence is inconclusive with respect to the moderating role of SCs in general and relational switching costs (RSCs) in particular. Therefore, this research focuses on the moderating role played by SCs on the satisfaction-loyalty link. Specifically, our study attempts to clarify the nonlinear moderating effect of RSCs. Furthermore, we investigate RSCs in greater depth, considering their two dimensions, brand relationship loss costs (BRLCs), and personal relationship loss costs (PRLCs). We find that there is an optimal level of BRLC whereas increasing PRLCs decreases the impact of satisfaction on loyalty in a linear manner, calling for a more nuanced assessment of this type of SC in future studies. Our findings contribute to a deeper understanding of the effectiveness of SCs as a retention strategy.
URI:	https://digitalcollection.zhaw.ch/handle/11475/25486
Fulltext version:	Published version
License (according to publishing contract):	CC BY 4.0: Attribution 4.0 International
Departement:	School of Management and Law
Appears in collections:	Publikationen School of Management and Law

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Evanschitzky, H., Stan, V., & Nagengast, L. (2021). Strengthening the satisfaction loyalty link : the role of relational switching costs. Marketing Letters, 33(2), 293–310. https://doi.org/10.1007/s11002-021-09590-8

Evanschitzky, H., Stan, V. and Nagengast, L. (2021) ‘Strengthening the satisfaction loyalty link : the role of relational switching costs’, Marketing Letters, 33(2), pp. 293–310. Available at: https://doi.org/10.1007/s11002-021-09590-8.

H. Evanschitzky, V. Stan, and L. Nagengast, “Strengthening the satisfaction loyalty link : the role of relational switching costs,” Marketing Letters, vol. 33, no. 2, pp. 293–310, 2021, doi: 10.1007/s11002-021-09590-8.

EVANSCHITZKY, Heiner, Valentina STAN und Liane NAGENGAST, 2021. Strengthening the satisfaction loyalty link : the role of relational switching costs. Marketing Letters. 2021. Bd. 33, Nr. 2, S. 293–310. DOI 10.1007/s11002-021-09590-8

Evanschitzky, Heiner, Valentina Stan, and Liane Nagengast. 2021. “Strengthening the Satisfaction Loyalty Link : The Role of Relational Switching Costs.” Marketing Letters 33 (2): 293–310. https://doi.org/10.1007/s11002-021-09590-8.

Evanschitzky, Heiner, et al. “Strengthening the Satisfaction Loyalty Link : The Role of Relational Switching Costs.” Marketing Letters, vol. 33, no. 2, 2021, pp. 293–310, https://doi.org/10.1007/s11002-021-09590-8.