The study of brand loyalty and switching cost on OTT bundled service choice : focusing on reference-dependent preferences in the saturated market
Year of publication: |
2024
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Authors: | Kim, Kyungah ; Kim, Junghun |
Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 77.2024, Art.-No. 103689, p. 1-9
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Subject: | Consumer preferences | Customer loyalty | Lock-in effect | OTT bundled service | Reference point effect | Switching cost | Konsumentenverhalten | Consumer behaviour | Wechselverhalten | Switching behaviour | Leistungsbündel | Bundling strategy | Beziehungsmarketing | Relationship marketing | Präferenztheorie | Theory of preferences | Dienstleistungsqualität | Service quality |
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