Effects of Switching Boundaries on Fulfillment, Repurchase Intentions and Attitudinal Loyalty

Claes-Robert Julander Ragnar Söderberg Teacher of Business Administration Centre for Consumer Marketing Stockholm School of Economics1

Magnus Söderlund Relate Professor Middle for Customer Marketing Stockholm School of Economics

SSE/EFI Working Paper Series running a business Administration. No . 2003: 1 ) Stockholm: January 2003.

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Claes-Robert Julander Stockholm School of Economics Box 6501 se 113 83 Stockholm Sweden Phone: +468 736 90 13 Fax: +468 33 94 89 Email: claes-robert. [email protected] se

Associated with Switching Obstacles on Pleasure, Repurchase Motives and Attitudinal Loyalty

FUZY The positive effect of customer satisfaction in repurchase motives and attitudinal loyalty has been shown in numerous studies. The effect of switching barriers on these types of variables, however , have been subject to much less interest from research workers. In this examine we suggest that switching limitations can be seen since either positive or bad, and we examine their results on customer satisfaction, repurchase intentions and attitudinal loyalty. A LISREL examination of the empirical data demonstrates negative transitioning barriers possess negative effects in customer satisfaction and attitudinal commitment, but an optimistic effect on repurchase intentions. Confident switching limitations impinge efficiently on customer satisfaction, repurchase intentions and attitudinal loyalty. Keywords: Switching limitations, loyalty, pleasure, repurchase intentions

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Advantages Numerous studies show that customer satisfaction is related to repurchase intentions and attitudinal dedication (Cronin & Taylor, 1992; Fornell, 1992; Anderson & Sullivan, 1990; Boulding, Kalra, Staeling, & Zeithaml, 1993; Taylor & Baker 1994; de Ruyter, Wetzels, & Bloemer, mil novecentos e noventa e seis; Zeithamel, Fruit, & Parasuraman, 1996; Mägi & Julander 1996). Yet , customer satisfaction by no means explains each of the variation in repurchase motives or attitudinal loyalty, seeing that customers almost never are totally free to choose suppliers. In fact , various kinds of constraints, as well as customer satisfaction, decide customers choice of supplier (Bendapudi & Berry 1997). Through this paper this kind of constraints will be termed turning barriers. Just one or two empirical studies, however , investigate how various types of moving over barriers have an effect on satisfaction with suppliers, repurchase intentions, attitudinal loyalty and the relationships between these parameters (Jones, Mothersbaugh, & Beatty, 2000). It is often pointed out, starting with Hirschman, that customers stay loyal into a supplier either because they need to or they should (Hirschman, 70; Johnson, 1982; Levinger, lates 1970s; Ping, 1993). High turning barriers show that customers need to stay (or perceive that they have to) with suppliers, irrespective of the satisfaction made in the romantic relationship. Such constrained freedom of preference could, in respect to reactance theory, generate lower fulfillment, repurchase motives and attitudinal loyalty compared to a more unconstrained situation (cf. Ringold, 1988). Both via a assumptive and a managerial perspective it is of interest to investigate how switching boundaries affect pleasure, repurchase intentions and attitudinal loyalty. Frankly, the assumptive framework built up around client satisfaction and commitment needs to combine switching boundaries (Bendapudi & Berry 1997), and treat several queries that as of yet have received small attention. How important are they to get customer preservation, loyalty and repurchase motives? Do switching barriers connect to satisfaction and this way enhance loyalty or perhaps do that they affect obtain intentions and long-term consumer loyalty on their own of satisfaction? Are switching barriers a unidimensional idea or are generally there different types of turning

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obstacles - with unique results on customer satisfaction, customer devotion and repurchase intentions?...

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