Staying the Consumption Course: Exploring the Individual Lock-in Process in Service Relationships

Schulte, Benjamin Krischan

Benjamin Krischan Schulte develops a process-model of consumer lock-in in service relationships by connecting three areas of research: path dependence, consumer behavior and service relationship marketing. He defines consumer lock-in as a situation of a potentially unaware inability to switch from or exit a consumption process due to entrenchment with increasing barriers on the individual and/or social level. Switching barriers are elaborated as consumer lock-in mechanisms. The resulting process model is outlined and empirically examined in an explorative panel study of a service relationship process in higher education. The author´s findings support the presence of consumer lock-in in services as an idiosyncratic process of gradual entrapment. The phenomenon has relevance for researchers and practitioners in complex service relationships, where lock-in was found to be a likely occurrence but difficult to grasp.

Details

Published by: Springer Gabler

Publication Date: 2015-02-20

Format: Paperback

ISBN-13: 9783658087876

DOI: 10.1007/978-3-658-08788-3

Dimensions: 210cm x148cm

Pages: 228