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Factors influencing the likelihood of customer defection: the role of consumer knowledge
Customer satisfaction is the predominant metric firms use for detecting and managing customers' likelihood to defect. However, while satisfaction and defection are related, satisfaction is only a weak predictor of whether a customer will defect. A study suggests that for repurchase decisions that involve an information-based evaluation of alternatives to the incumbent, likelihood of defection will be influenced by how much customers know about those alternatives. The relationship between level of knowldge about alternatives and defection is examined in the context of actual health insurance choices. Results suggest that the level of objective and subjective knowledge about alternatives has a direct effect on the likelihood of defection - above and beyond satisfaction level. The view of defection forwarded suggests that managers may be able to gain additional control over customer defection through actions airmed at influencing how much customers know - or come to know - about alternative vendors.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Academy of Marketing Science., |
|---|---|
| Edisi | - |
| Subjek | Models Health insurance Customer Satisfaction Customer Retention studies Cognition & reasoning |
| ISBN/ISSN | 920703 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |