Switching barriers in the four-stage loyalty model

Markus Blut, Heiner Evanschitzky, Verena Vogel, Dieter Ahlert

Research output: Contribution to journalArticle


Oliver (1997) suggests a four-stage loyalty model proposing that loyalty consists of belief, affect, intentions, and action. Although this model has recently been subject to empirical examination, the issue of moderator variables has been largely neglected. This article fills that void by analyzing the moderating effects of switching barriers, using a sample of 589 customers of a large do-it-yourself (DIY) retailer. The results suggest that these moderators exert an influence on the development of the different stages of the loyalty sequence. Specifically, switching costs, social benefits, and attractiveness of alternatives are found to be important moderators of the links in the four-stage loyalty model.
Original languageEnglish
Pages (from-to)726-734
Number of pages9
Journal[North American] Advances in Computer Research
Publication statusPublished - 2007


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