Existing studies on the moderating role of switching costs on the relationship between satisfaction and loyalty are inconclusive. A meta-analysis and four empirical studies reveal that the moderating effect follows an inverted u-shape. The satisfaction-loyalty link is strongest for medium switching costs-levels and weaker for low and high switching costs-levels.
contribution to scientific community
E - European Advances in Consumer Research
Association for Consumer Research,
Association for Consumer Research (ACR) European Conference 2013