Customer satisfaction, loyalty and switching intent in retail service settings

Customers switching from competitive brand to another company's brand is usually due to the efforts of the company. Similarly inducing the customers to repurchase the company's brands time and again is very important in their marketing activities. With regards to these, studies of customer variety-seeking orientation and their level of involvement in decision making play a vital role in explaining customers' product selection activities? The purpose of the study to examine and analyse the interlinking relationships among customer satisfaction, loyalty and switching intent in online retailing and purchases made using multi-channels. The research also verifies the moderating effect of customer variety-seeking orientation across channels and purchase decision involvement. A total 427 patrons participated in the study that had made purchases in the preceding three months from electronic as well as brick and mortar retailers in electronic and accessories category. The results showed a positive relationship between customer satisfaction and loyalty and also between customer loyalty and switching intent. The effect of moderating variables, variety seeking orientation and purchase decision was not significant.