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Keywords: Repurchase intent and perceived switching cost
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Journal Articles
Customer equity drivers and repurchase intent among B2B customers: the moderating role of perceived switching cost
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Journal of Business & Industrial Marketing (2024) 39 (5): 949–966.
Published: 08 November 2023
... and perceived switching cost Inducing customers to engage in repeat purchases is critical for business performance and sustained profitability (Fornell, 1992). The cultivation of repurchase intent (RI) among customers is especially important in business-to-business (B2B) exchanges where customer...
