...Saloni Firasta Vastani; Kent Bourdon Monroe Purpose This paper aims to examine how customer heterogeneity influences absolute price thresholds in a service industry. Design/methodology/approach Customer purchase behavior is studied in the context of a firm’s and competitor’s price changes...

... generates to the bank (Reichheld and Sasser, 1990 ; Turnbull, 1990). In view of these results it comes as no surprise that banks have introduced numerous switching barriers. Goitom Tesfom can be contacted at: gtsegay@mail.ewu.edu © Emerald Group Publishing Limited 2011 Service industry...