By Benjamin Krischan Schulte
Benjamin Krischan Schulte develops a process-model of buyer lock-in in provider relationships by way of connecting 3 parts of study: direction dependence, client habit and repair courting advertising. He defines patron lock-in as a state of affairs of a very likely unaware lack of ability to modify from or go out a intake procedure because of entrenchment with expanding obstacles at the person and/or social point. Switching limitations are elaborated as patron lock-in mechanisms. The ensuing technique version is printed and empirically tested in an explorative panel learn of a provider courting procedure in better schooling. The author´s findings aid the presence of patron lock-in in companies as an idiosyncratic strategy of slow entrapment. The phenomenon has relevance for researchers and practitioners in complicated provider relationships, the place lock-in was once came upon to be a probable prevalence yet tricky to grasp.
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Extra resources for Staying the Consumption Course: Exploring the Individual Lock-in Process in Service Relationships
The process is influenced and 29 shaped both by individual and environmental forces. As shown on the left, the cognitive processes of information search and inclusion are differentiated in internal and external search, including learning from past experience and reaction to marketing stimuli. The proposition of this work is that such a process can end up in lock-in in certain contexts and for some consumers. The decision case in path dependence is one where post-decision processes like experience and evaluations play a central role, as the lock-in mechanisms take time to take effect.
The concepts of social influence in decision making range from word of mouth referrals (WOM) and tie strength (Brown and Reingen 1987), reference group heuristics (Frenzen and Nakamoto 1993; Hayakawa and Venieris 1977), market mavenism (Price, Feick, and Guskey 1995) and consumer conformity (Lascu and Zinkhan 1999) – they are subsumed under external search in phase I. Reaching a decision is socially influenced, particularly in important and complex decisions. Individuals vary in their susceptibility for such influence (Bearden, Netemeyer, and Teel 1989).
2 Consumer Behavior Research – Exploring Decision-Making and Lock-in The goal of this section is to identify research on consumer decisions and behavior that provides potential for initiating a path dependent consumption process. By shedding light on the consumer cognition and perception regarding the decision and the postdecision process, it also aims at answering the second research question: RQ 2: What type of consumption decision is likely to facilitate consumer lock-in? Part of this question was already subject in the previous section, where characteristics of decision processes were identified.
Staying the Consumption Course: Exploring the Individual Lock-in Process in Service Relationships by Benjamin Krischan Schulte