A cross-cultural study of switching barriers and propensity to stay with service providers

被引:304
作者
Patterson, PG [1 ]
Smith, T
机构
[1] Univ New S Wales, Sch Mkt, Sydney, NSW 2052, Australia
[2] Thammasat Univ, Bangkok, Thailand
关键词
survice providers; satisfaction variable; switching barriers;
D O I
10.1016/S0022-4359(03)00009-5
中图分类号
F [经济];
学科分类号
02 ;
摘要
This study examines the important and often underestimated role that switching barriers play in the propensity to stay with service providers. Three service types (with different structural characteristics) were studied across two diverse cultures-Australia (Western, individualistic culture) and Thailand (Eastern, collectivist culture). Six potential switching barriers are examined: search costs; loss of social bonds; setup costs; functional risk; attractiveness of alternatives; and loss of special treatment benefits. The results from a series of multiple regression analyses show switching costs capture a substantial amount of the explained variance in the dependent variable, propensity to stay with a focal service provider. Furthermore we demonstrate using interaction terms that these switching costs appear to be universal across west-east cultures. However, significant variations were found across industries. Next, using a hierarchical regression procedure, we add a satisfaction variable into each model. The incremental gain in R-2 is significant in each industry. Nonetheless the significant impact of switching barriers aives rise to the identification of a new type of service loyalty, which we term "captive loyalty." (C) 2003 by New York University. Published by Elsevier Science. All rights reserved.
引用
收藏
页码:107 / 120
页数:14
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