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2017 | OriginalPaper | Buchkapitel

5. Managerial Implications of the Model and Final Insights

verfasst von : Manlio Del Giudice, Maria Rosaria Della Peruta

Erschienen in: The Satisfaction of Change

Verlag: Springer International Publishing

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Abstract

The issue addressed in this study is part of the debate on customer retention tools available to online businesses operating in business-to-business (B2B) markets and on the ability of the latter to induce in customers the creation of established purchase paths (shopping scripts) capable of increasing their loyalty through a greater and voluntary resistance to change. The limited presence of empirical analyses in the B2B sector is the strong point and the main innovation of this study. Following the analysis of the different contributions that make up the theoretical framework of the research, it was proposed to investigate the relationship between knowledge of the shopping script of online goods or services by customers and the perceived cost of switching to a potential new supplier.

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Vorheriges Kapitel Shopping Scripts and Resistance to Change: An Empirical Verification in Business-to-Business Digital Markets

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Titel: Managerial Implications of the Model and Final Insights
verfasst von: Manlio Del Giudice
Maria Rosaria Della Peruta
Verlag: Springer International Publishing
Buch: The Satisfaction of Change
Print ISBN: 978-3-319-41883-4

Electronic ISBN: 978-3-319-41884-1

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-41884-1_5