The role of pure and quasi-moderators in services : an empicial investigation of ongoing customer-service-provider relationships

This paper presents some significant empirical findings about the role of switching cost and alternative attractiveness in developing the long-term relationship between the client and the service-provider in personal financial planning services. Considering switching costs and alternative attractiveness as independent antecedents as well as moderators of relationship commitment, a sample of 200 clients who are the patrons of two financial planning services firms is used to test the hypothesized effects. Hierarchical regression analysis provides mixed support for the hypothesized model. While perceived switching cost is a quasi-moderator (antecedent as well as moderator), alternative attractiveness is a pure moderator of an ongoing customer?service-provider relationship.