Keywords: Customer captivity
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Journal Articles
Journal of Services Marketing (2021) 35 (6): 755–773.
Published: 17 August 2021
...Olivier Furrer; Jie Yu Kerguignas; Mikèle Landry Purpose When customers feel that they have no choice but to stay with their current provider to obtain a service that they need, they feel captive. This study aims to investigate customer captivity as a type of vulnerability and evaluate its effects...

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