A study of customer loyalty based on switching cost and brand attachment

The finding of the facts that satisfaction does not always bring loyalty prompts that there must be some moderators between the two. Previous studies have only concerned with the moderating effects of switching cost, but no attention has been paid to brand attachment, neither to the interaction between the two. This empirical study aims to fill this gap by the means of user survey. Our results indicated that financial switching costs, affection bind and trust have significant moderating effects. Theoretical and practical implications for managing loyalty efforts are discussed.