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Managing Service Quality
ISSN: 0960-4529
Online from: 1991
Subject Area: Managing Quality
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The influence of active and passive customer behavior on switching in customer relationships
| 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 |
| Abstract: | 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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