Impact of Switching Costs on loyalty types, Customer Engagement and Switching – A MetaAnalysis in Service Markets

Marketing research focused on the influence of switching costs on customer switching. However, switching costs might impact much more variables than switching only. In this article, we synthesize results from 145 independent samples in 128 manuscripts and test several causal metaanalytic models of the consequences of switching costs in services. we can show that switching costs not only influence switching of customers but also impact several types of loyalty and customer engagement behavior (CEB). we further tested how different variables such as markets (B2C vs. B2B) moderate the effects of switching costs on dependent variables