Switching barriers in the four-stage loyalty model

M. Blut, H. Evanschitzky, V. Vogel, Dieter Ahlert

Research output: Contribution to journalArticlepeer-review

31 Citations (Scopus)


Oliver (1997) suggests a four-stage loyalty model proposing that loyalty consists of belief, affect, intentions, and action. Although this model has recently been subject to empirical examination, the issue of moderator variables has been largely neglected. This article fills that void by analyzing the moderating effects of switching barriers, using a sample of 589 customers of a large doit- yourself (DIY) retailer. The results suggest that these moderators exert an influence on the development of the different stages of the loyalty sequence. Specifically, switching costs, social benefits, and the attractiveness of alternatives are found to be important moderators of the links in the four-stage loyalty model.
Original languageEnglish
Pages (from-to)726-734
Number of pages8
JournalAdvances in Consumer Research
Publication statusPublished - 2007


  • brand loyalty
  • marketing
  • consumer behaviour


Dive into the research topics of 'Switching barriers in the four-stage loyalty model'. Together they form a unique fingerprint.

Cite this