Customer Responses to Switching Costs: A Meta-Analytic Investigation of the Moderating Influence of Culture
Abstract
Relationship marketing effectiveness varies across different markets, but prior research has provided limited evidence on how cultural variations relate to the effects of relationship variables such as switching costs. The authors develop and test a theoretical framework that explains how culture moderates the relationship between perceived switching costs and key consequences. The findings of a meta-analysis, based on 451 effect sizes collected in 25 countries, show that similar components that refer to a match between the value essence of Hofstede's cultural dimensions and the motivators that steer particular consequences explain how individualism, power distance, uncertainty avoidance, and masculinity moderate the impact of switching costs on word of mouth of customers and loyalty types. Furthermore, the economic development of a country explains when switching costs either reduce or increase switching of customers. The findings of this study support international companies in making decisions about the generation of switching costs in particular markets and the formation of international relationship marketing and referral programs.
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A multivariate approach is becoming increasingly common in meta-analyses in marketing.
“A multivariate approach thus is becoming increasingly common in meta-analyses in marketing (e.g., Pick and Eisend 2016; Van Vaerenbergh et al. 2018).”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Pick and Eisend 2016
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Understanding and managing customer relational benefits in services: a meta-analysis
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- Authors
- Pick, D., & Eisend, M.
- Affiliations
- Merseburg University of Applied Sciences (DE)
- European University Viadrina (DE)
- Corresponding author
- Pick, Doreén
- Eisend, Martin
- Venue
- Journal of International Marketing
- Publisher
- SAGE Publications
- Published
- 2016-12
- Volume
- 24
- Issue
- 4
- Pages
- 39-60
- ISSN
- 1069-031X (ISSN-L)
- 1547-7215
- OpenAlex
- W2515650640
- Cited by
- 54
- References
- 76
- Citations by year
- 2026: 4 · 2025: 5 · 2024: 8 · 2023: 4 · 2022: 7 · 2021: 5 · 2020: 4 · 2019: 9 · 2018: 2 · 2017: 6
- FWCI
- 11.02
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of International Marketing (publishedVersion)
- 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 › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- switching costs, relationship marketing, Hofstede cultural dimensions, individualism, power distance, uncertainty avoidance, masculinity, word of mouth, customer loyalty, customer switching, economic development, international marketing, referral program
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