The Influence of Satisfaction and Switching Costs on Customer Loyalty: The Pingo Doce Case

被引：0

作者：

Carvalho, Pedro ^{[1
]}

Pereira, Ana Rita ^{[2
]}

Veiga, Jose Miguel ^{[2
]}

机构：

[1] Inst Politecn Viana Do Castelo, CITUR, Viana Do Castelo, Portugal

[2] Inst Politecn Viana Do Castelo, Viana Do Castelo, Portugal

来源：

INTERNATIONAL JOURNAL OF MARKETING COMMUNICATION AND NEW MEDIA | 2018年 / 6卷 / 10期

关键词：

Relationship marketing; Customer loyalty; Satisfaction; Switching costs;

D O I：

暂无

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

This study aims to understand the influence of satisfaction and switching costs on customer loyalty in a supermarket chain. For this purpose, a survey was conducted on consumer behavior in two Pingo Doce supermarkets located in the city of Viana do Castelo. In this research 600 questionnaires were accomplished to customers of these stores, to assess which factors most influence customer loyalty. According to the results, it was possible to conclude that both satisfaction and switching costs influence customer loyalty.

引用

页码：122 / 138

页数：17

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