The different roles of switching costs on the satisfaction‐loyalty relationship

Celso Augusto de Matos · Jorge Luiz Henrique · Fernando de Rosa

83 citations0/0 files storedInternational Journal of Bank Marketing

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Customer Service Quality and Loyalty Consumer Market Behavior and Pricing Customer churn and segmentation

Abstract

Purpose The purpose of this paper is to develop and empirically test the antecedent, mediating and moderating role of switching costs on the relationship between satisfaction and loyalty. Design/methodology/approach Competing models are proposed based on previous studies investigating the influence of switching costs on satisfaction and loyalty. A survey was conducted with 7,461 customers of a large Brazilian bank. The four competing models were tested using structural equation modeling technique. Findings The analysis revealed that: switching cost is a significant antecedent of both attitudinal and behavioral loyalty; the mediating effect of switching cost is stronger in the relationship between satisfaction and attitudinal loyalty; and the moderating effect of switching cost is stronger in the relationship between satisfaction and behavioral loyalty. Practical implications This study emphasizes the relevance of the switching cost construct in the banking industry. Customers with different switching costs levels will manifest distinct relationship between satisfaction and behavioral loyalty. Thus, investment on marketing strategies and campaigns should be oriented to better convert switching perceptions into effective loyalty considering its mediating or moderating effects. Originality/value Even though there are several different approaches (i.e. direct, mediator and moderator) concerning the effects of switching costs on the satisfaction‐loyalty relationship, there is a lack of integration between these approaches. The paper tests and compares the different roles of switching costs. Another contribution is the inclusion of both attitudinal and behavioral aspects of loyalty, given that the current literature is incipient concerning the role of switching cost when considering the distinct loyalty components.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2000Structural equation modeling with AMOS: basic concepts, applications, and programming 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework 2010Satisfaction: a behavioral perspective on the consumer 1992A National Customer Satisfaction Barometer: The Swedish Experience

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2018Antecedents of switching intention in the mobile telecommunications industry 2018The role of multidimensional switching barriers on the cognitive and affective satisfaction-loyalty link in mobile communication services: Coupling in moderating effects 2017A comprehensive hierarchical model of retail banking 2021The effect of service quality on behavioural intention: the mediating role of student satisfaction and switching barriers in private universities 2016

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