{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,19]],"date-time":"2025-10-19T06:05:18Z","timestamp":1760853918804,"version":"3.41.2"},"reference-count":64,"publisher":"Emerald","issue":"6","license":[{"start":{"date-parts":[[2016,9,5]],"date-time":"2016-09-05T00:00:00Z","timestamp":1473033600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["MIP"],"published-print":{"date-parts":[[2016,9,5]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>The purpose of this paper is to identify and compare different groups of customers\u2019 perceptions (i.e. stayers, switchers, and heavy switchers) of several loyalty antecedents such as satisfaction, trust, service quality, switching costs, marketing communication, and loyalty itself.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>This study was carried out based on data collected through a questionnaire from 353 telecommunication services users in Portugal and using confirmatory factor analysis (CFA) and analysis of variance.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The three types of customers \u2013 stayers, switchers, and heavy switchers \u2013 clearly differ among themselves. Stayers differ from switchers regarding their communication efforts perceptions, and from heavy switchers in their loyalty, satisfaction, and trust levels. Switchers differ from heavy switchers in their loyalty levels.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>Future research should examine differences between customers taking into account the impact of their personality, price sensitiveness, and orientation toward the adoption of new technologies.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>As there are several differences among stayers, switchers, and heavy switchers, companies should not only recognize the heterogeneity of their customer base, but also target their marketing efforts accordingly.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This study is one of the few identifying groups of customers perception\u2019s toward service providers. It also complements previous research by splitting them intro three different groups and by analyzing their behaviors across a set of previously unexamined marketing variables.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/mip-07-2015-0128","type":"journal-article","created":{"date-parts":[[2016,9,21]],"date-time":"2016-09-21T09:06:18Z","timestamp":1474448778000},"page":"843-862","source":"Crossref","is-referenced-by-count":11,"title":["Differences between stayers, switchers, and heavy switchers"],"prefix":"10.1108","volume":"34","author":[{"given":"Antonio Carrizo","family":"Moreira","sequence":"first","affiliation":[]},{"given":"Pedro Miguel","family":"Silva","sequence":"additional","affiliation":[]},{"given":"Victor F.","family":"Moutinho","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"volume-title":"Situa\u00e7\u00e3o das Comunica\u00e7\u00f5es","year":"2013","author":"ANACOM","key":"key2020121300123423200_ref001"},{"issue":"3","key":"key2020121300123423200_ref002","doi-asserted-by":"crossref","first-page":"167","DOI":"10.1108\/08858620110389786","article-title":"Relationship development and marketing communication: an integrative model","volume":"16","year":"2001","journal-title":"Journal of Business & Industrial Marketing"},{"issue":"1","key":"key2020121300123423200_ref003","doi-asserted-by":"crossref","first-page":"42","DOI":"10.1177\/002224299005400103","article-title":"A model of distributor firm and manufacturer firm working partnerships","volume":"54","year":"1990","journal-title":"Journal of Marketing"},{"issue":"2","key":"key2020121300123423200_ref004","doi-asserted-by":"crossref","first-page":"123","DOI":"10.1002\/mar.10063","article-title":"E-satisfaction and e-loyalty: a contingency framework","volume":"20","year":"2003","journal-title":"Psychology & Marketing"},{"issue":"7\/8","key":"key2020121300123423200_ref005","doi-asserted-by":"crossref","first-page":"910","DOI":"10.1108\/03090560510601833","article-title":"The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market","volume":"39","year":"2005","journal-title":"European Journal of Marketing"},{"issue":"1","key":"key2020121300123423200_ref006","doi-asserted-by":"crossref","first-page":"89","DOI":"10.1108\/02634500510577492","article-title":"Customer loyalty and the effect of switching costs as a moderator variable","volume":"23","year":"2005","journal-title":"Marketing Intelligence & Planning"},{"issue":"2","key":"key2020121300123423200_ref007","doi-asserted-by":"crossref","first-page":"164","DOI":"10.1108\/MIP-03-2014-0059","article-title":"Brand equity, satisfaction, and switching costs","volume":"33","year":"2015","journal-title":"Marketing Intelligence & Planning"},{"key":"key2020121300123423200_ref008","first-page":"726","article-title":"Switching barriers in the four-stage loyalty model","volume":"34","year":"2007","journal-title":"Advances in Consumer Research"},{"key":"key2020121300123423200_ref009","unstructured":"Chan, M., Lau, L., Lui, T., Ng, S., Tam, E. and Tong, E. 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