Authors: CecileC Bozzo
Many researches in consumers, service and industrial fields have analyzed the causes and consequences of consumer dissatisfaction. In a Business to Business context, a part of dissatisfied industrial customers can decide, for various reasons, to remain with a supplier after one or even several sources of dissatisfaction. This research focuses on this category of customers -those who stay even though they are dissatisfied- and we try to explain this non-switching behaviour. A literature review leads to three kinds of reasons that make a customer remain with his supplier in spite of dissatisfaction: positive reasons, negative reasons and wrong reasons. A quantitative study enables us to validate our research model and to check the coexistence of three kinds of dissatisfied but loyal customers.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2009
Conference: Marseille, France (2009)