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“Switching is easy†—Service firm communications to encourage customer switching

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  • Pick, Doreén
Abstract
For several service industries, customer acquisition is challenged because of matured markets. Winning new customers typically means encouraging the competitors׳ customers to switch. This article analyzes “Switching is easy†-messages of retail banks. In their marketing communication, UK banks focus on several aspects to decrease perceived switching costs of their competitor customers. However, many facets stay unmentioned such as stress-related dimensions of switching a relationship. The study therefore contributes to service research by outlining how service firms focus on to decrease perceived switching costs of bank customers to acquire them from competitors.

Suggested Citation

  • Pick, Doreén, 2014. "“Switching is easy†—Service firm communications to encourage customer switching," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 502-509.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:4:p:502-509
    DOI: 10.1016/j.jretconser.2014.03.007
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    References listed on IDEAS

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    1. Kolbe, Richard H & Burnett, Melissa S, 1991. "Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 243-250, September.
    2. Chiu, Hung-Chang & Hsieh, Yi-Ching & Li, Yu-Chuan & Lee, Monle, 2005. "Relationship marketing and consumer switching behavior," Journal of Business Research, Elsevier, vol. 58(12), pages 1681-1689, December.
    3. Chebat, Jean-Charles & Davidow, Moshe & Borges, Adilson, 2011. "More on the role of switching costs in service markets: A research note," Journal of Business Research, Elsevier, vol. 64(8), pages 823-829, August.
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    Cited by:

    1. Mortimer, Gary & Weeks, Clinton S., 2019. "How unit price awareness and usage encourages grocery brand switching and expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 346-356.

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