The influence of goal attainment and switching costs on customers’ staying intentions

It examines the effectiveness of goal attainment (i.e. a value enhancement strategy) and switching costs (i.e. a defensive retention strategy) in enhancing customers’ staying intentions, where the service type is a key boundary condition. The data was collected using a survey design and analyzed using a multi-group SEM approach. Goal attainment played a stronger role in influencing staying intentions in services with passive customer...