Inertia: Spurious Loyalty or Action Loyalty?

Abstract

Although much research on customer behaviors has demonstrated the positive role of inertia in the action loyalty phase, previous studies on inertia still emphasize the spurious dimension of customer loyalty. This study seeks to analyze how inertia varies with differing levels of alternative attractiveness, relationship length, and commitment in affecting customer loyalty. The results suggest that alternative attractiveness decreases the effect of inertia on customer loyalty. On the other hand, although commitment and relationship length strengthen the relationship between inertia and customer loyalty, only commitment provides resistance to attractiveness from alternative offerings and generates action loyalty.