Abstract
Previous research assumes an unconditionally positive association of perceived switching costs — financial, procedural and relational — with repurchase intentions. The authors theorize that price sensitivity differentially moderates the relationship of repurchase intentions with three different types of switching costs — financial, procedural and relational. Using a large-scale dataset (N=8,588) spanning multiple industries in the business-to-business domain, the authors show that price sensitivity moderates these associations such that: (1) the association of financial switching costs and procedural switching costs with repurchase intention is stronger when price sensitivity is low and (2) the association of relational switching costs with repurchase intentions is stronger when price sensitivity is high.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
