Online customer retention: The resistance to change perspective

Sumeet Gupta, Heewoong Kim, Ng Ee Hong

Research output: Contribution to conferencePaper

5 Citations (Scopus)

Abstract

Many academics and practitioners have reiterated the importance of online customer retention in order to ensure long-term profitability. For this reason, a number of studies have identified various means and ends of developing customer retention with a greater emphasis on creating customer loyalty. However, retaining customers, especially in Internet, is very difficult because of the low search cost and low switching cost. This study offers a new conceptual framework for retaining online customers based on theoretical foundations from status quo bias theory. Particularly, this study considers online customer retention from the perspective of customer resistance to change. The empirical study of an Internet bookstore, conducted through an online survey reveals that trust, relative attractiveness and switching costs together influence customer resistance to change. This study mainly contributes by identifying another approach for retaining online customers, i.e. by creating resistance to change.

Original languageEnglish
Publication statusPublished - 2007 Dec 1
Event28th International Conference on Information Systems, ICIS 2007 - Montreal, QC, Canada
Duration: 2007 Dec 92007 Dec 12

Other

Other28th International Conference on Information Systems, ICIS 2007
CountryCanada
CityMontreal, QC
Period07/12/907/12/12

All Science Journal Classification (ASJC) codes

  • Information Systems

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    Gupta, S., Kim, H., & Hong, N. E. (2007). Online customer retention: The resistance to change perspective. Paper presented at 28th International Conference on Information Systems, ICIS 2007, Montreal, QC, Canada.