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Buyers’ perceived switching costs and switching: a meta-analytic assessment of their antecedents

Buyers’ perceived switching costs and switching: a meta-analytic assessment of their antecedents This article presents a meta-analysis of the antecedents of buyers’ perceived switching costs and switching. The authors synthesize results from 170 independent samples in 152 manuscripts and test several moderator effects and a causal meta-analytic model. The major findings are as follows: (1) Of all antecedents, market-related variables (i.e., alternatives and competition) have the strongest influence on switching costs; they reduce these costs via affecting buyers’ quality perception of a relationship and offerings. Firm-related variables (e.g., seller investments) play a minor role as a driver of switching costs and switching, indicating a limited influence of firms’ activities on switching costs. (2) Switching costs have only a weak negative influence on switching. (3) A moderator analysis reveals that most of the effects are context specific. For instance, services (versus goods) decrease and B2C (versus B2B) settings increase the relationship between antecedents and switching costs. Further, the moderating influence of year and culture indicate fundamental market changes and variations across countries. The study provides several implications for relationship research and management. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Buyers’ perceived switching costs and switching: a meta-analytic assessment of their antecedents

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References (87)

Publisher
Springer Journals
Copyright
Copyright © 2013 by Academy of Marketing Science
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-013-0349-2
Publisher site
See Article on Publisher Site

Abstract

This article presents a meta-analysis of the antecedents of buyers’ perceived switching costs and switching. The authors synthesize results from 170 independent samples in 152 manuscripts and test several moderator effects and a causal meta-analytic model. The major findings are as follows: (1) Of all antecedents, market-related variables (i.e., alternatives and competition) have the strongest influence on switching costs; they reduce these costs via affecting buyers’ quality perception of a relationship and offerings. Firm-related variables (e.g., seller investments) play a minor role as a driver of switching costs and switching, indicating a limited influence of firms’ activities on switching costs. (2) Switching costs have only a weak negative influence on switching. (3) A moderator analysis reveals that most of the effects are context specific. For instance, services (versus goods) decrease and B2C (versus B2B) settings increase the relationship between antecedents and switching costs. Further, the moderating influence of year and culture indicate fundamental market changes and variations across countries. The study provides several implications for relationship research and management.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Jul 16, 2013

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