Online from: 1991
Subject Area: Managing Quality
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|Title:||The influence of active and passive customer behavior on switching in customer relationships|
|Author(s):||Inger Roos, (Karlstad University, Karlstad, Sweden), Anders Gustafsson, (Karlstad University, Karlstad, Sweden)|
|Citation:||Inger Roos, Anders Gustafsson, (2011) "The influence of active and passive customer behavior on switching in customer relationships", Managing Service Quality, Vol. 21 Iss: 5, pp.448 - 464|
|Keywords:||Active and passive customers, Conscious and unconscious thoughts, Consumer behaviour, Customer relations, Sensitivity in customer relationships, Stability in customer relationships, Sweden, Triggers|
|Article type:||Research paper|
|DOI:||10.1108/09604521111159771 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this study is to examine the relationship between active/passive customer behavior and loyalty (responses to switching triggers) in customer relationships.
Design/methodology/approach – A longitudinal study (seven years) is undertaken of the roles of various triggers and active/passive customers in analyzing the processes that lead to customers changing their service provider in the context of the Swedish telecommunications retail industry.
Findings – Triggers affect customers' evaluations of service in different ways and cause varying kinds of behavior, depending on whether the customers are active or passive in their customer relationships.
Originality/value – The study offers new insights into the difference between active and passive customers, which facilitates the design of loyalty-enhancing communications between providers and their customers.
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