Customer loyalty: the model of formation of switching behavior

The importance of customer loyalty for business companies induces further scientific discussion regarding the topic of customer retention. It is no coincidence that recently customer loyalty studies presented in scientific literature started focusing on the process of ending relationship between customer and company with the aim to reveal reasons behind the customer decision to end his / her relationship with the company. The analysis of relationship ending as of the outcome of behavioural disloyalty is assumed to lead to significant insight regarding issues of customer loyalty management and help avoid potential loss of customers. Dissertation research is about the formation of potential switching behavior of loyal customers. After analyzing, summarizing and systematizing scientific literature, prerequisites for customer loyalty formation are defined in the context of the evolution of marketing science. Further, paper presents attitudes of different researchers defining the managerial aspect of customer loyalty and offers theoretical analysis of customer switching behaviour. Theoretical studies of customer switching behaviour define preconditions for the occurrence of customer switching behaviour, examine factors affecting customer switching behaviour and identify possibilities for the management of the factors affecting customer switching behaviour. According to the theoretical studies, methodology for the research of the factors affecting potential switching behaviour of... [to full text]