Management Theory and Studies for Rural Business and Infrastructure Development, Volume 18

Customer loyalty: the model of formation of switching behavior

Kristina Zikienė

Abstract

The aim of the research – after identifying and assessing factors affecting potential
switching behaviour of loyal customers, to develop a model of the formation of potential switching
behaviour of loyal customers.
Main results of the research for identification of the factors affecting potential switching
behaviour of loyal customers are provided in the article. The methodology for the research of
factors affecting potential switching behaviour of loyal customers is presented. Using the formulated
methodology, the model of the formation of potential switching behaviour of loyal customers
is composed and validated empirically.

Keyword(s): customer loyalty, customer switching behaviour, factors affecting switching behaviour


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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.