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Keywords: Switching cost
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Journal Articles
Revisiting customer loyalty toward mobile e-commerce in the hospitality industry: does brand viscosity matter?
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International Journal of Contemporary Hospitality Management (2021) 33 (10): 3514–3534.
Published: 05 August 2021
... for app users who do not stick to one brand across the website and mobile app channels. Moreover, for those with brand viscosity, habit and switching cost are two significant determinants that exert positive effects in inducing app loyalty. Research limitations/implications Brand viscosity across...
