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Fresh Perspectives - New Insights into Customer Relationship Management

Fresh Perspectives - New Insights into Customer Relationship Management
10 October 2017
08:00 - 09:30

Switching Costs and Customer Retention

Customers from numerous firms regularly have the feeling of being "locked-in” in with their current provider due to the presence of switching costs. Switching costs are the onetime costs that customers associate with the process of switching from one provider to another (Burnham et al. 2003). They include customer perception of time, effort, and losses associated with provider switching. This presentation provides new insights into the effectiveness of this retention strategy.

It also shows which customer segments to target as a company. While it is obvious that customers with prior switching experience and provider expertise are less likely to be bound by switching costs, it is unclear whether customers differ with regard to switching costs perceptions depending on othercustomer characteristics (e.g., age, gender, income, risk aversion).

Benefits of attending

  • Challenge your thinking about customer loyalty, relationship and measurement.


Markus Blut is professor and chair in marketing at Aston Business School.

Register for your free place here


10 October 2017

08:00 - 09:30


Aston Business School




The Colmore Building

20 Colmore Circus Queensway
B4 6AT

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