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Online loyalty and its interaction with switching barriers

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  • Mutum, Dilip
  • Mohd Ghazali, Ezlika
  • Nguyen, Bang
  • Arnott, David

Abstract

The results of empirical research on online retail switching tendencies is quite mixed and only a few have specifically examined the presence, frequency or impact of switching barriers and switching inducements in the context of online services. Empirical evidence shows that there is “stickiness to certain sites†experienced by online customers and that they do less comparative shopping than might be expected. This paper conceptualises online switching behaviour as the interaction of barriers and inducements (both real and perceived) using Oliver׳s four-stage loyalty model. It also highlights the need to re-examine the concept of online loyalty and its interaction with switching barriers and inducements in the online context.

Suggested Citation

  • Mutum, Dilip & Mohd Ghazali, Ezlika & Nguyen, Bang & Arnott, David, 2014. "Online loyalty and its interaction with switching barriers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 942-949.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:6:p:942-949
    DOI: 10.1016/j.jretconser.2014.08.012
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    References listed on IDEAS

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    Cited by:

    1. Ezlika Ghazali & Bang Nguyen & Dilip S. Mutum & Amrul Asraf Mohd-Any, 2016. "Constructing online switching barriers: examining the effects of switching costs and alternative attractiveness on e-store loyalty in online pure-play retailers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(2), pages 157-171, May.
    2. Anne Yenching Liu & Sungmin Lin, 2023. "Service for specialized and digitalized: Consumer switching perceptions of E‐commerce in specialty retail," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(3), pages 1521-1533, April.
    3. Fazal-e-Hasan, Syed Muhammad & Ahmadi, Hormoz & Mortimer, Gary & Grimmer, Martin & Kelly, Louise, 2018. "Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 101-111.
    4. Arthur J. Lin & Hai-Yen Chang & Sun-Weng Huang & Gwo-Hshiung Tzeng, 2021. "Criteria affecting Taiwan wealth management banks in serving high-net-worth individuals during COVID-19: a DEMATEL approach," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(4), pages 274-294, December.
    5. Mortimer, Gary & Weeks, Clinton S., 2019. "How unit price awareness and usage encourages grocery brand switching and expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 346-356.

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