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The influence of goal attainment and switching costs on customers’ staying intentions

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  • Temerak, Mohamed Sobhy
  • El-Manstrly, Dahlia

Abstract

It examines the effectiveness of goal attainment (i.e. a value enhancement strategy) and switching costs (i.e. a defensive retention strategy) in enhancing customers’ staying intentions, where the service type is a key boundary condition. The data was collected using a survey design and analyzed using a multi-group SEM approach. Goal attainment played a stronger role in influencing staying intentions in services with passive customer participation and a low degree of customization (i.e. retail banking) than in services with active customer participation and a high degree of customization (i.e. stock brokerage). Different switching costs varied in importance across the two service industries.

Suggested Citation

  • Temerak, Mohamed Sobhy & El-Manstrly, Dahlia, 2019. "The influence of goal attainment and switching costs on customers’ staying intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 51-61.
    • Handle: RePEc:eee:joreco:v:51:y:2019:i:c:p:51-61
    DOI: 10.1016/j.jretconser.2019.05.020
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