Switching costs are known to influence customer loyalty. This paper primarily investigates which dimensions of switching costs affect which dimensions of customer loyalty. Data are collected among corporate customers of a mobile phone operator and canonical correlation analysis is undertaken to investigate these relationships. Managerial implications are discussed, limitations are noted and future research directions are indicated.[PUBLICATION ABSTRACT]
CITATION STYLE
Caruana, A. (2003). The impact of switching costs on customer loyalty: A study among corporate customers of mobile telephony. Journal of Targeting, Measurement and Analysis for Marketing, 12(3), 256–268. https://doi.org/10.1057/palgrave.jt.5740113
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