Author Manoj Edward, Sunil Sahadev
Publish October 2012 - March 2013
   
Title MODELING THE CONSEQUENCES OF CUSTOMER CONFUSION IN A SERVICE MARKETING CONTEXT: AN EMPIRICAL STUDY
   
Abstract The purpose of the study is to develop and validate an integrated model of customer confusion, service quality, switching costs, customer satisfaction and customer retention. The conceptual model is developed based on the existing literature and then the model is validated through the analysis of data collected from customers of mobile services in India. The conceptual model receives adequate support in the empirical study and suggests that more than its direct effect, consumer confusion impacts customer retention through its effect on customer satisfaction and switching costs.
   
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