THE IMPACT OF THE VARIOUS TYPES OF EFFORTS ON CUSTOMERS’ COMPLAINT BEHAVIOR AND SWITCHING BEHAVIOR: THE ROLE OF SWITCHING COSTS
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Abstract
This study investigated the impact of four types of customers’ complaint efforts, including cognitive efforts, procedural/physical efforts, time-related efforts, and affective efforts on customers’ complaint behavior and switching behavior within the hotel industry. This study also aimed to research the moderating effect of switching costs in the relationship between complaint behavior and switching behavior.