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Vol.33 No.4
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The Effects of Perceived Switching Costs on Users' Loyalty to a Library

Journal of the Korean Society for Information Management / Journal of the Korean Society for Information Management, (P)1013-0799; (E)2586-2073
2016, v.33 no.4, pp.159-174
https://doi.org/10.3743/KOSIM.2016.33.4.159


& (2016). The Effects of Perceived Switching Costs on Users' Loyalty to a Library. Journal of the Korean Society for Information Management, 33(4), 159-174, https://doi.org/10.3743/KOSIM.2016.33.4.159
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Abstract

In order to apply the concept of switching costs to the library context, this study aims to identify library users’ perceived switching costs, develop and validate a measurement scale for switching costs. A survey involving 210 university students was performed in order to examine the influence of switching costs on the affective commitment and behavioral commitment. Library users’ perceived switching costs refer to the procedural and relational costs involved in switching from one library to another. The results of this study show that two types of switching costs as well as library service satisfaction have positive influences on affective commitment, which in turn affects behavioral commitment. The theoretical and practical implications of this study are discussed.

keywords
관계 마케팅, 전환비용, 태도적 충성도, 행동적 충성도, 구전 의향, 지속 이용 의도, relationship marketing, switching costs, affective commitment, behavioral commitment, positive WOM intention, intention to stay

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