چگونه هزینه های سوئیچینگ مالی و رابطه ای و آیین نامه ای، رضایت، نیت و رفتار خرید مجدد مشتری را تحت تاثیر قرار می دهد: یک تحلیل

Switching costs and customer satisfaction may differently affect marketing strategy. Managers would benefit from knowing how different switching costs (financial, procedural, and relational) and satisfaction jointly affect repurchase in order to properly invest marketing resources. A meta-analysis of 233 effects from over 133,000 customers shows that: (1) relational switching costs have the strongest association with repurchase intentions and behavior; and (2) procedural and relational switching costs mitigate the association between satisfaction and repurchase intentions/behavior whereas financial switching costs enhance it.