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  • Customer retention: Exploring the effects of relationship layers and perceived indifference

    Author(s)
    Quach, Sara
    Griffith University Author(s)
    Thaichon, Sara Q.
    Year published
    2021
    Metadata
    Show full item record
    Abstract
    Informed by the social orientation of loyalty, the study extends the current body of knowledge by integrating multiple relationship layers (i.e., personal loyalty, relationship with online consumption communities and local network effects) as antecedents of various states of firm-customer interactions including habitual loyalty, fanaticism, and retaliation. Data collection was carried out in the mobile telecommunications market using a paper-based survey. A total of 600 completed survey responses were collected. The respondents were 18 or older and had been mobile service users for at least 1 year. Overall, it was found that ...
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    Informed by the social orientation of loyalty, the study extends the current body of knowledge by integrating multiple relationship layers (i.e., personal loyalty, relationship with online consumption communities and local network effects) as antecedents of various states of firm-customer interactions including habitual loyalty, fanaticism, and retaliation. Data collection was carried out in the mobile telecommunications market using a paper-based survey. A total of 600 completed survey responses were collected. The respondents were 18 or older and had been mobile service users for at least 1 year. Overall, it was found that personal loyalty, relationship with online consumption communities and local network effects were significant antecedents of fanaticism. Personal loyalty and local network effects can reinforce habitual loyalty whereas the relationship with online consumption communities can increase retaliation. The role of relationship with online consumption communities becomes more significant as customers perceive a higher level of indifference among service providers. Further, local network effects were significantly and negatively related to retaliation. The findings of this study provide important theoretical and practical implications for academics and practitioners alike, especially in the contractual, network industries.
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    Journal Title
    Journal of Consumer Behaviour
    DOI
    https://doi.org/10.1002/cb.1997
    Note
    This publication has been entered as an advanced online version in Griffith Research Online.
    Subject
    Marketing
    Social Sciences
    Business & Economics
    SERVICE QUALITY
    MOBILE TELECOMMUNICATIONS
    Publication URI
    http://hdl.handle.net/10072/410501
    Collection
    • Journal articles

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