The study of brand loyalty and switching cost on OTT bundled service choice : focusing on reference-dependent preferences in the saturated market
Kyungah Kim, Junghun Kim
| Year of publication: |
2024
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|---|---|
| Authors: | Kim, Kyungah ; Kim, Junghun |
| Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 77.2024, Art.-No. 103689, p. 1-9
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| Subject: | Consumer preferences | Customer loyalty | Lock-in effect | OTT bundled service | Reference point effect | Switching cost | Konsumentenverhalten | Consumer behaviour | Wechselverhalten | Switching behaviour | Leistungsbündel | Bundling strategy | Beziehungsmarketing | Relationship marketing | Theorie | Theory | Markenartikel | Brand | Markentreue | Brand loyalty | Dienstleistungsqualität | Service quality |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2023.103689 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014462320