Switching barriers in the four-stage loyalty model

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

Research output: Contribution to journalArticle

24 Citations (Scopus)

Abstract

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.
LanguageEnglish
Pages726-734
Number of pages8
JournalAdvances in Consumer Research
Volume34
Publication statusPublished - 2007

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Epidemiologic Effect Modifiers
Cost-Benefit Analysis
Loyalty
Switching barriers

Keywords

  • brand loyalty
  • marketing
  • consumer behaviour

Cite this

Blut, M., Evanschitzky, H., Vogel, V., & Ahlert, D. (2007). Switching barriers in the four-stage loyalty model. Advances in Consumer Research, 34, 726-734.
Blut, M. ; Evanschitzky, H. ; Vogel, V. ; Ahlert, Dieter. / Switching barriers in the four-stage loyalty model. In: Advances in Consumer Research. 2007 ; Vol. 34. pp. 726-734.
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Blut, M, Evanschitzky, H, Vogel, V & Ahlert, D 2007, 'Switching barriers in the four-stage loyalty model' Advances in Consumer Research, vol. 34, pp. 726-734.

Switching barriers in the four-stage loyalty model. / Blut, M.; Evanschitzky, H.; Vogel, V.; Ahlert, Dieter.

In: Advances in Consumer Research, Vol. 34, 2007, p. 726-734.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Switching barriers in the four-stage loyalty model

AU - Blut, M.

AU - Evanschitzky, H.

AU - Vogel, V.

AU - Ahlert, Dieter

PY - 2007

Y1 - 2007

N2 - 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.

AB - 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.

KW - brand loyalty

KW - marketing

KW - consumer behaviour

UR - http://www.acrwebsite.org/

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Blut M, Evanschitzky H, Vogel V, Ahlert D. Switching barriers in the four-stage loyalty model. Advances in Consumer Research. 2007;34:726-734.