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Browsing Gordon Institute of Business Science (GIBS) by Postgraduate "Phefo, Amogelang"

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Switching costs and alternatives’ attractiveness as moderators in the relationship between customer engagement and switching intentions

Phefo, Amogelang (University of Pretoria, 2019)

Underpinned by social exchange theory, this study examined the influence of customer engagement on switching intentions. Breaking switching costs down to three types, procedural switching costs (PSC), financial switching ...

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