The Anal model consists of 16 items, measuring five constructs: perceived quality, customer satisfaction, customer loyalty, switching cost
and switching barriers.
In this study, the switching cost
construct was tested in a one-dimensional approach, covering the dimensions of procedures, financial and relational costs (BURNHAM; FRELS; MAHAJAN, 2003) because in the case of health services, studies on customer retention highlight that service providing companies should create barriers to customer churn rates (defection), especially through the development of strong interpersonal relationships.
They are: Interpersonal Relation, Attractiveness of Alternative, Switching Cost
, and Service Recovery Evaluation).
He also found that there is a link between relational switching cost
(costs related to personal and brand relationship losses) and affective and cognitive loyalty.
provide illustrations of each type of switching cost
and explain the
Relationship inertia has been attributed by the researchers to switching cost
as they were of the opinion that perceived switching cost
is directly proportional to relationship inertia or in other words, switching cost
acts as a potential inhibitor of changing service providers (Ranaweera and Prabhu, 2003; Leeetal, 2001; Jones et al, 2000; Bansal and Taylor, 1999).
However, high quality of alternatives does not always result in leaving the relationship, rather the relationship may continue, not due to any sense of satisfaction or commitment, but due to the high switching cost
of changing the relationship (Fornell, 1992; Jones et al.
PASQ*RI and PASQ*SC represented binary interaction between perceived automated service quality and inertia and perceived automated service quality and switching cost
2005) between any two single tasks, we also tested whether the switch cost between MP and MT fulfils all the main characteristics of the task switching cost
in the following experiments, such as cost reduction with long RSIs, cost asymmetry, residual cost with predictable sequences but not with random sequences, the disappearance of residual cost after the first repetition trial, etc.
A compilation of previous switching cost
theories by Burnham, Frels, and Mahajan (2003) led them to conclude that there are three major types of variables: (1) Switching costs
are related to time; (2) Financial switching costs
are related to financial profit; and (3) Relationship switching costs
are related to emotions.
More than 90% of Indian mobile users are on prepaid connections and do not have number loyalty (~churn rate of 4% on monthly basis) - the switching cost
Such investment by customers and trustworthiness of the organizations can act together or severally to raise switching cost