Title

Understanding the customer base of service providers: An examination of the differences between switchers and stayers

Authors

Authors

J. Ganesh; M. J. Arnold;K. E. Reynolds

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

Abbreviated Journal Title

J. Mark.

Keywords

CONSUMER SATISFACTION; BEHAVIORAL INTENTIONS; BRAND LOYALTY; MARKET; SHARE; MODEL; INVOLVEMENT; QUALITY; EXPECTATIONS; CONSEQUENCES; DETERMINANTS; Business

Abstract

Creating and maintaining customer loyalty has become a strategic mandate in today's service markets. Recent research suggests that customers differ in their value to a firm, and therefore customer retention and loyalty-building efforts should not necessarily be targeted to all customers of a firm. Given these sentiments, it is becoming increasingly necessary for firms to have a thorough understanding of their customer base. Yet current knowledge is limited in providing insights to firms regarding the differences within their customer base. This research comprises two studies in which the authors examine the differences among internal customer groups in a service industry. As theory suggests and as is empirically validated here, customers who have switched service providers because of dissatisfaction seem to differ significantly from other customer groups in their satisfaction and loyalty behaviors, The findings offer some interesting implications for both marketing theory and practice.

Journal Title

Journal of Marketing

Volume

64

Issue/Number

3

Publication Date

1-1-2000

Document Type

Article

Language

English

First Page

65

Last Page

87

WOS Identifier

WOS:000088216600005

ISSN

0022-2429

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