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Locked In By Services: Willingness to Pay More and Switching Behavior in a Digital Environment
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Author(s): Manlio Del Giudice (University of Milano-Bicocca, Italy)and Michel Polski (Grenoble Ecole de Management, France)
Copyright: 2005
Pages: 25
Source title:
Contemporary Research in E-Marketing, Volume 2
Source Author(s)/Editor(s): Sandeep Krishnamurthy (University of Washington, USA)
DOI: 10.4018/978-1-59140-824-6.ch013
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Abstract
We discuss a dynamic model of cognitive and behavioral e-loyalty developed through the analysis of barriers (perceived switching costs) which can be raised against customer’s switching behavior. Using results from an empirical study, our chapter will be focused particularly on the determinants of the switching behavior online and on the opportunity to change Web site usability in a powerful lock-in strategy. Finally, as a result, we will discuss one of the main consequences of loyal behavior, in presence of positive perceived switching costs: the customer willingness to pay more.
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