Cited by 1,305Customer Service Quality and LoyaltyCustomer churn and segmentationService and Product Innovation

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Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers

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Ganesh, Jaishankar, Arnold, Mark J., Reynolds, Kristy E.·2000·Journal of Marketing

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Abstract

Creating and maintaining customer loyalty has become a strategic mandate in today's service markets. Recent research suggests that customers differ in their value to a firm, and therefore customer retention and loyalty-building efforts should not necessarily be targeted to all customers of a firm. Given these sentiments, it is becoming increasingly necessary for firms to have a thorough understanding of their customer base. Yet current knowledge is limited in providing insights to firms regarding the differences within their customer base. This research comprises two studies in which the authors examine the differences among internal customer groups in a service industry. As theory suggests and as is empirically validated here, customers who have switched service providers because of dissatisfaction seem to differ significantly from other customer groups in their satisfaction and loyalty behaviors. The findings offer some interesting implications for both marketing theory and practice.

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Authors: Ganesh, J., Arnold, M. J., & Reynolds, K. E.
Affiliations: University of Central Florida (US)
ORCID: Ganesh, Jaishankar
Venue: Journal of Marketing
Publisher: SAGE Publications
Published: 2000-07
Volume: 64
Issue: 3
Pages: 65-87
ISSN: 0022-2429 (ISSN-L)
1547-7185
DOI: 10.1509/jmkg.64.3.65.18028
OpenAlex: W2159105921
Cited by: 1,305
References: 112
Citations by year: 2026: 9 · 2025: 23 · 2024: 36 · 2023: 32 · 2022: 37 · 2021: 61 · 2020: 67 · 2019: 73 · 2018: 61 · 2017: 68 · 2016: 70 · 2015: 71 · 2014: 70 · 2013: 75 · 2012: 73
FWCI: 32.44
Type: journal article
Language: en
Open access: green
stars.library.ucf.edu
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing (publishedVersion)
Journal of International Crisis and Risk Communication Research (submittedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › 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: customer switching, customer retention, customer loyalty, customer satisfaction, customer segmentation, service providers, customer value, customer dissatisfaction

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Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers

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