The moderating role of switching barriers on customer loyalty in the life insurance industry
Abstract
In recent service management literature, researchers have incorporated switching barriers as an important potential influential factor on customer loyalty and found that the impact of customer satisfaction on customer loyalty might vary under different switching barrier conditions. However, switching barriers and their importance in the life insurance service contexts have received little in-depth attention. This study aims to examine the impact of switching barriers as a potential moderator on the complex interrelationships among the antecedents and consequences of customer satisfaction in the life insurance service context. The main findings of this study show that the switching barriers do have a moderating effect and play a crucial role in winning customer loyalty.
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In service marketing, inertia explains customer resistance or barriers to switching and facilitates loyalty.
“Nevertheless, the broad consensus among researchers is that inertia explains customer’s resistance or barriers to switch and is a loyalty facilitator in service marketing (Chen and Wang 2009; Oliver 1999).”
From Health insurance policy renewal: an exploration of reputation, performance, and affect to understand customer inertia (2022) · cites this paper as Chen and Wang 2009
Gaining repeat business by retaining existing customers seems to be a requirement for any financial services company survival.
“In a firmly competitive environment like insurance, gaining repeat business by retaining existing customers seems to be a requirement for any financial services company survival (Chen and Wang 2009; Williams and Williams 2015).”
From Health insurance policy renewal: an exploration of reputation, performance, and affect to understand customer inertia (2022) · cites this paper as Chen and Wang 2009
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The relationship between satisfaction and loyalty: A mediator analysis
Picón, A., Castro, I., & Roldán, J. L. (2014) · Journal of Business Research · doi:10.1016/j.jbusres.2013.11.038 · Cited by 215 · see citing works
The Antecedents of Customer Loyalty: An Empirical Investigation in Life Insurance Context
Banaras Hindu University, F. O. M. S., Alok, K. R., & Srivastava, M. (2013) · Journal of Competitiveness · doi:10.7441/joc.2013.02.10 · Cited by 141 · see citing works
“Chen and Wang (2009) stated that switching costs may range from termination costs imposed by current service provider to costs of joining another service provider.”
BackgroundSlack, N. J., Singh, G., & Sharma, S. (2020) · International Journal of Quality and Service Sciences · doi:10.1108/ijqss-10-2019-0114 · Cited by 140 · see citing works
Exploring customer switching intentions through relationship marketing paradigm
Kaur, G., Sharma, R., & Mahajan, N. (2012) · International Journal of Bank Marketing · doi:10.1108/02652321211236914 · Cited by 96 · see citing works
The impacts of ethical sales behaviour on customer loyalty in the life insurance industry
Chen, M., & Mau, L.-H. (2008) · Service Industries Journal · doi:10.1080/02642060802116339 · Cited by 95 · see citing works
Self-citationExamining retail customer experience and the moderation effect of loyalty programmes
Lin, Z., & Bennett, D. R. (2014) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-11-2013-0208 · Cited by 79 · see citing works
Giovanis, A. N., Zondiros, D., & Τομάρας, Π. (2014) · Procedia - Social and Behavioral Sciences · doi:10.1016/j.sbspro.2014.07.039 · Cited by 72 · see citing works
Markovic, S., Iglesias, O., Qiu, Y., & Bagherzadeh, M. (2021) · Business & Society · doi:10.1177/00076503211053021 · Cited by 58 · see citing works
Switching barriers and customer retention
Li, C. (2015) · Journal of Service Theory and Practice · doi:10.1108/jstp-10-2013-0220 · Cited by 63 · see citing works
Kim, M.-K., Park, M.-C., Park, J., Kim, J., & Kim, E. (2018) · Computers in Human Behavior · doi:10.1016/j.chb.2018.05.024 · Cited by 64 · see citing works
Jang, H. M., Marlow, P. B., & Mitroussi, K. (2013) · Transportation Journal · doi:10.5325/transportationj.52.4.0493 · Cited by 57 · see citing works
Cultural influences on B2B service quality-satisfaction-loyalty
Lee, M., Kang, M., & Kang, J. M. (2018) · Service Industries Journal · doi:10.1080/02642069.2018.1495710 · Cited by 44 · see citing works
Tan, P. S.-H., Choong, Y., & Chen, I.-C. (2021) · Journal of Applied Research in Higher Education · doi:10.1108/jarhe-03-2021-0122 · Cited by 34 · see citing works
Verma, P. (2022) · International Journal of Quality and Service Sciences · doi:10.1108/ijqss-09-2021-0119 · Cited by 42 · see citing works
Ngo, V. M., & Pavelková, D. (2017) · JOURNAL OF INTERNATIONAL STUDIES · doi:10.14254/2071-8330.2017/10-1/1 · Cited by 42 · see citing works
Yang, C.-C., & Chao, C.-C. (2017) · Transportmetrica A Transport Science · doi:10.1080/23249935.2017.1321696 · Cited by 32 · see citing works
An investigation into service quality–customer loyalty relationship: the moderating influences
Srivastava, M., & Rai, A. (2014) · DECISION · doi:10.1007/s40622-014-0025-5 · Cited by 31 · see citing works
Kautish, P., Khare, A., & Sharma, R. (2022) · Journal of Marketing Analytics · doi:10.1057/s41270-021-00134-7 · Cited by 25 · see citing works
Garcia-Acebron, C., Vázquez-Casielles, R., & Iglesias, V. (2010) · Journal of Business-to-Business Marketing · doi:10.1080/10517121003620704 · Cited by 29 · see citing works
Hà, M.-T., Nguyen, G. D., & Sơn, Đ. B. (2023) · Humanities and Social Sciences Communications · doi:10.1057/s41599-023-01797-6 · Cited by 36 · see citing works
Abdullah, N. N., Prabhu, M. S. C., & Othman, M. B. (2022) · International Journal of Engineering Business Management · doi:10.1177/18479790221111436 · Cited by 23 · see citing works
Chang, S.-C., & Chou, C.-M. (2011) · AFRICAN JOURNAL OF BUSINESS MANAGEMENT · doi:10.5897/ajbm10.323 · Cited by 25 · see citing works
Building resilience for food service businesses in times of crisis: a Four-F action plan
Bhattacharya, A., Zutshi, A., & Bavik, A. (2021) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-01-2021-0123 · Cited by 19 · see citing works
Bokyeong, K., & Cho, Y. C. (2016) · Journal of Business & Economics Research (JBER) · doi:10.19030/jber.v14i4.9804 · Cited by 24 · see citing works
The effect of consumer-based brand authenticity on customer satisfaction and brand loyalty
Uysal, A., & Okumuş, A. (2021) · Asia Pacific Journal of Marketing and Logistics · doi:10.1108/apjml-05-2021-0358 · Cited by 18 · see citing works
Corporate image as an enabler of customer retention
Leong, V. S., Ahady, D. M. H., & Muhamad, N. (2022) · International Journal of Quality and Service Sciences · doi:10.1108/ijqss-08-2021-0115 · Cited by 20 · see citing works
Akhter, W., Jamil, H., & Fam, K. (2021) · Journal of Islamic accounting and business research · doi:10.1108/jiabr-05-2020-0148 · Cited by 19 · see citing works
Afifah, A., & Kurniawati, N. A. (2021) · Journal of Islamic Economic Laws · doi:10.23917/jisel.v4i2.15089 · Cited by 18 · see citing works
Telecommunications service quality, customer satisfaction and customer loyalty in pandemic times
Abd-Elrahman, A.-E. H. (2022) · Management Research Review · doi:10.1108/mrr-08-2021-0595 · Cited by 18 · see citing works
The role of “trust” in building customer loyalty in insurance sector- A study
Damtew, K. (2013) · IOSR Journal of Business and Management · doi:10.9790/487x-1448293 · Cited by 18 · see citing works
Kim, D. J., Jeong, E. J., & Hwang, Y. (2015) · Information Systems Management · doi:10.1080/10580530.2015.1018774 · Cited by 15 · see citing works
Bancassurance in East Asia: Cultural impact on customers’ cross-buying behaviour
Hong, J. K., & Lee, Y. (2014) · Journal of Financial Services Marketing · doi:10.1057/fsm.2014.16 · Cited by 14 · see citing works
Storescape and customer loyalty: employee citizenship behaviour towards customers as a catalyst
Gorji, M., Siami, S., Grimmer, L., & Grimmer, M. R. (2021) · Asia Pacific Journal of Marketing and Logistics · doi:10.1108/apjml-02-2020-0100 · Cited by 13 · see citing works
Jang, H. M., & Kim, S. Y. (2012) · Journal of Navigation and Port Research · doi:10.5394/kinpr.2012.36.9.753 · Cited by 12 · see citing works
Riptiono, S., Suroso, A., & Anggraeni, A. I. (2020) · Humanities & Social Sciences Reviews · doi:10.18510/hssr.2020.8241 · Cited by 11 · see citing works
Ahmad, P., Ram, N., Bellamkonda, R. S., & Kumar, A. (2025) · Journal of Quality Assurance in Hospitality & Tourism · doi:10.1080/1528008x.2025.2462994 · Cited by 10 · see citing works
Pollack, B. L. (2015) · Services Marketing Quarterly · doi:10.1080/15332969.2015.1076699 · Cited by 10 · see citing works
The Vital Role of Pink Marketing in the Creation of Women Loyalty
Massoudi, A. H. (2020) · Innovation journal of social sciences and economic review. · doi:10.36923/ijsser.v2i3.74 · Cited by 9 · see citing works
Unveiling the role of gamification in shared mobility services
Pasca, M. G., Mugion, R. G., Pietro, L. D., & Renzi, M. F. (2024) · Environment Development and Sustainability · doi:10.1007/s10668-024-04465-0 · Cited by 9 · see citing works
Satisfaction and Loyalty in Local Food Festival: Do Switching Barriers Matter?
Zargar, P., & Farmanesh, P. (2021) · SAGE Open · doi:10.1177/21582440211050382 · Cited by 16 · see citing works
Jamil, H., & Akhter, W. (2016) · Cogent Business & Management · doi:10.1080/23311975.2016.1261525 · Cited by 8 · see citing works
Srivastava, M., & Rai, A. (2013) · International Journal of Customer Relationship Marketing and Management · doi:10.4018/jcrmm.2013070102 · Cited by 10 · see citing works
Exploring Predictive Switching Factors for Mobile Number Portability
Kaur, G., & Sambyal, R. (2016) · Vikalpa The Journal for Decision Makers · doi:10.1177/0256090916631638 · Cited by 6 · see citing works
The Divergent “Loyalty” Behaviors of a Captive Consumer
Pollack, B. L. (2017) · Services Marketing Quarterly · doi:10.1080/15332969.2017.1289788 · Cited by 7 · see citing works
Perceived Service Quality, Customer Satisfaction, and Customer Loyalty in Takaful Industry
Jamaludin, H. (2020) · The European Proceedings of Social & Behavioural Sciences · doi:10.15405/epsbs.2020.12.05.83 · Cited by 5 · see citing works
Thai, T. T. O., & Alang, T. (2024) · Science and Technology Development Journal · doi:10.32508/stdj.v27i1.4240 · Cited by 4 · see citing works
Pengaruh Harga Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pada PT Alakasa Extrusindo
Abdullah, A., & Rizan, M. (2017) · Manajerial · doi:10.31479/m.v9i2.21 · Cited by 4 · see citing works
The differential effects of switching costs and attractiveness of alternatives on customer loyalty
Magalhães, S. H. D. J. P. (2009) · Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT) · Cited by 4 · see citing works
Switching Intentions of Service Providers and Cultural Orientation
Tesfom, G., Broekhuizen, T., & Lutz, C. (2021) · Journal of International Consumer Marketing · doi:10.1080/08961530.2021.1964408 · Cited by 2 · see citing works
Çavuşoğlu, S., & Demirağ, B. (2021) · İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi · doi:10.17336/igusbd.702365 · Cited by 3 · see citing works
Customers’ Loyalty and Sales Performance of Dangote Cement Product in Awka, Anambra State
Nosike, C. J., & Egbunike, C. F. (2021) · Annals of Management and Organization Research · doi:10.35912/amor.v3i2.1160 · Cited by 3 · see citing works
Airline Brand Loyalty: A case study involving the three airlines, - SAS, Norwegian and Widerøe
Shrestha, B. R. (2014) · NORA - Norwegian Open Research Archives · Cited by 3 · see citing works
Akbulut, O., & Ekin, Y. (2018) · Seyahat ve Otel İşletmeciliği Dergisi · doi:10.24010/soid.415355 · Cited by 2 · see citing works
Haidery, J., Mandozai, S. W. S., & Amin, H. (2021) · Journal of Economics and Business · doi:10.31014/aior.1992.04.02.352 · Cited by 2 · see citing works
Kukoyi, I. A., Oseni, O. P., & Blessing, A. O. (2022) · International Journal of Hospitality and Tourism Studies · doi:10.31559/ijhts2022.3.1.3 · Cited by 2 · see citing works
Baydeni̇z, E., BAŞAR, B., Kement, Ü., & Doğan, S. (2022) · Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi · doi:10.16953/deusosbil.1191833 · Cited by 2 · see citing works
Reyes-Mercado, P., & Rajagopal, N. A. (2014) · International Journal of Business Excellence · doi:10.1504/ijbex.2014.064557 · Cited by 2 · see citing works
Salazar, M. T. A. (2010) · ERA · Cited by 2 · see citing works
Hadi, N. A. (2018) · UBIR (University of Greater Manchester) · Cited by 2 · see citing works
Rasyid, E., & Fianto, E. A. (2023) · Journal of Economics and Business UBS · doi:10.52644/joeb.v12i6.1274 · Cited by 1 · see citing works
Ahmad, B., & Akbar, M. I. U. D. (2022) · International Journal of Customer Relationship Marketing and Management · doi:10.4018/ijcrmm.300831 · Cited by 1 · see citing works
Events After the Reporting Period and Investment Decisions in Manufacturing Companies in Nigeria
Tunji, S. T., Adeleye, O. R., Olakunle, O. O., & Okon, E. E. (2022) · Sumerianz Journal of Economics and Finance · doi:10.47752/sjef.52.31.38 · Cited by 1 · see citing works
Mühlhaus, D., Pointner, S., Hofmann, J., & Krams, C. (2023) · Springer eBooks · doi:10.1007/978-3-658-38572-9_18 · Cited by 1 · see citing works
Schäfer, C., Held, I., Kosch, M., Bergmann, S., Böhm, M. E., & Kross, K.-N. (2024) · Zeitschrift für die gesamte Versicherungswissenschaft · doi:10.3790/zverswiss.2024.1443304 · Cited by 1 · see citing works
Dawi, N. M., Jusoh, A., & Nor, K. M. (2013) · Jurnal Teknologi · doi:10.11113/jt.v64.2261 · Cited by 1 · see citing works
Marinković, V. (2013) · Marketing · doi:10.5937/markt1301039m · Cited by 1 · see citing works
Brand commitment as a determinant of customer loyalty: Evidence from the corporate banking sector
Šimić, M. (2018) · Marketing · doi:10.5937/markt1804259s · Cited by 1 · see citing works
Modelo estendido de adoção da tecnologia de comunicação pessoal de voz pela internet
Cappellozza, A. (2013) · Americanae (AECID Library)
Abrahamsson, D. (2014) · KTH Publication Database DiVA (KTH Royal Institute of Technology)
酒井, 麻. (2010) · Quarterly Journal of Marketing · doi:10.7222/marketing.2010.029
LEALDADE DE CLIENTES NO MERCADO DE SEGUROS DE AUTOMÓVEIS
Ikenami, A. Y., Ferreira, J. B., de Freitas, A. S., Marson, L. S. C., & Leão, F. (2020) · Revista Eletrônica de Estratégia & Negócios · doi:10.19177/reen.v12e32019203-228
Barua, S., Chowdhury, S., & Chowdhury, S. H. (2022) · Sumerianz Journal of Economics and Finance · doi:10.47752/sjef.52.39.46
Şehirli, M. (2023) · İnsan ve Toplum Bilimleri Araştırmaları Dergisi · doi:10.15869/itobiad.1184336
Prakoeswa, C. R., Hidayah, N., Dewi, A., Mutiani, F., & Masturina, M. (2023) · Universal Journal of Public Health · doi:10.13189/ujph.2023.110501
Şehirli, M. (2023) · International Journal of Management Economics and Business · doi:10.17130/ijmeb.1292817
Jadoon, D. K., Qasim, A., & Bibi, A. (2024) · Journal of Corporate Finance Management and Banking System · doi:10.55529/jcfmbs.43.50.61
Hardayu, A. P., Afifah, N., & Mustaruddin (2024) · Asian Journal of Economics Business and Accounting · doi:10.9734/ajeba/2024/v24i61379
Restaurants’ Attributes Customers’ Satisfaction and Loyalty
Española, A. Y., Janaban, D. A. A., & Martir, E. M. (2024) · International Journal of Science and Management Studies (IJSMS) · doi:10.51386/25815946/ijsms-v7i2p123
Poudyal, R., Guragain, P., Pokhrel, P., Sah, P., Giri, R., & Pradhan, R. S. (2025) · Nepalese Journal of Management. · doi:10.3126/njm.v12i1.82698
A Structural Equation Model of Customer Retention in the Supermarket Industry in Uganda
Is’haq, A. Y., Lubaale, R., Ndagire, S., Eton, M., & Hamza, O. (2025) · Open Journal of Business and Management · doi:10.4236/ojbm.2026.141012
Kurosawa, T., Shimogawa, S., Iwashita, M., & Kouno, S. (2011) · Lecture notes in computer science · doi:10.1007/978-3-642-23854-3_29
- Authors
- Chen, M.-F., & Wang, L.-H.
- Affiliations
- Tatung University (TW)
- Corresponding author
- Chen, Mei-Fang
- ORCID
- Chen, Mei-Fang
- Venue
- The Service Industries Journal
- Publisher
- Informa UK Limited
- Published
- 2009-07-14
- Volume
- 29
- Issue
- 8
- Pages
- 1105-1123
- ISSN
- 0264-2069 (ISSN-L)
- 1743-9507
- OpenAlex
- W1995229741
- Cited by
- 86
- References
- 127
- Citations by year
- 2025: 3 · 2024: 7 · 2023: 7 · 2022: 9 · 2021: 13 · 2020: 5 · 2018: 5 · 2017: 6 · 2016: 4 · 2015: 3 · 2014: 7 · 2013: 8 · 2012: 2
- FWCI
- 4.73
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Service Industries Journal (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Customer churn and segmentation
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Keywords
- switching barriers, customer loyalty, customer satisfaction, life insurance, moderating effect, insurance services, customer retention
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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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