Effects of Switching Barriers on Satisfaction, Repurchase Intentions and Attitudinal Loyalty

The positive effect of customer satisfaction on repurchase intentions and attitudinal loyalty has been shown in numerous studies. The effect of switching barriers on these variables, however, has been subject to much less attention from researchers. In this study we propose that switching barriers can be seen as either positive or negative, and we examine their effects on customer satisfaction, repurchase intentions and attitudinal loyalty. A LISREL analysis of the empirical data shows that negative switching barriers have negative effects on customer satisfaction and attitudinal loyalty, but a positive effect on repurchase intentions. Positive switching barriers impinge positively on customer satisfaction, repurchase intentions and attitudinal loyalty.