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Keywords: Switching cost
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Journal Articles
Journal:
South Asian Journal of Marketing
South Asian Journal of Marketing (2024) 5 (1): 15–31.
Published: 19 December 2023
... a negative influence on customer switching behavior. The switching cost (SC) is the most significant factor and has a positive impact, while service encounter failure (SEF) also positively impacts switching behavior. Research limitations/implications The findings provide important implications...
