Online customer relationships: switching cost drivers for different relationship lengths

ABSTRACT

The purpose of this paper is to examine the impact of selected online drivers on perceived switching costs, with consideration of the personality trait of Openness to Experience. The research explores how these relationships vary with varying lengths of relationship. Data were collected from online banking users using paper-based surveys and were tested using structural equation modeling. Openness to Experience influences online trust and satisfaction positively, perceived switching costs negatively, but not online loyalty. Online satisfaction affects online loyalty positively, but not perceived switching costs. Online trust predicts online loyalty and perceived switching costs positively. Online loyalty enhances perceived switching costs significantly. The explanatory power of the model fluctuates over different relational periods and is best when customers’ relationships reach medium-term duration. The research adds new insights to the customers’ online relationship literature and provides managers with new ways to customize online banking services for better online relational strategies.

摘要

本文的目的是考察所选择的在线驱动因素对感知转换成本的影响，同时考虑到体验开放性的个性特征。该研究探讨了这些关系如何随着不同长度的关系而变化。使用基于纸张的调查从网上银行用户收集了数据，并使用结构方程模型进行测试。体验的开放性对网络信任和满意度有正向影响，对感知到的转换成本会产生负面影响，但不会影响在线忠诚度。在线满意度会积极影响网络忠诚度，但不会影响感知转换成本。在线信任可以积极地预测在线忠诚度和感知转换成本。在线忠诚度显著提高感知转换成本。模型的解释力在不同的关系周期内波动，并且在客户关系达到中期持续期时最好。这项研究为客户的在线关系文献提供了新的见解，并为管理者提供了新的方法来定制网上银行服务以获得更好的在线关系策略。

KEYWORDS:

• Switching costs
• openness to experience
• online banking context
• relationship lengths

关键词:

• 转换成本
• 体验的开放性
• 网上银行背景
• 关系长度

Disclosure statement

No potential conflict of interest was reported by the author(s).