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Paper info: Non-switching dissatisfied customers: explanations for a paradox


Non-switching dissatisfied customers: explanations for a paradox


CecileC Bozzo

Place of Publication

The paper was published at the 25th IMP-conference in Marseille, France in 2009.


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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.