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• W2553527615 abstract "The lock-in effect refers to a situation in which consumers are dependent on a single manufacturer or supplier for a specific service, and cannot move to another vendor without substantial costs or inconvenience. In Business-to-Consumer relationships the lock-in effect is typically considered by the business to be favorable and desirable, because it helps to secure constant and recurring revenues. However, the lock-in effect can also have negative consequences for the business, in particular when the consumer becomes dissatisfied with the service. In our study we analyzed consumers’ potential reactions in dependence of the strength of the lock-in effect and the type of relationship with the business. The strength of the lock-in effect depends on the amount and intensity of different aspects of the lock-in effect, for example, commitment to a contract or personalization of service. We differentiated between the two common types of brand relationship: on the one hand, an exchange relationship that is characterized by the functionality and benefits that the service provides; and on the other hand, a trust-based, so-called “communal” relationship, in which the consumer cannot differentiate between the functionality and benefits of several similar services, but makes his/her decision on the basis of how much he/she trusts that the business is concerned with his/her welfare. Our results suggest that consumers in an exchange relationship with a weak lock-in effect are most likely to leave a current service for another one. Consumers in a communal relationship rather tend to condone changes in the relationship that are disadvantageous to them than consumers in a functional relationship. The tendency to complain officially (e.g. contact customer service) about an unsatisfactory service or unfavorable changes for the consumer is much lower than the tendency to complain privately (e.g. gossip about the business with friends). This can be quite dangerous for the business because it may not be immediately aware of the reactions. Consumers in a communal relationship with a strong lock-in effect are most likely to complain privately. We found evidence that this group of individuals is the one most likely to post their frustrations on social media (like Facebook, Twitter, etc.) and try to convince friends to leave the business as well. However, in weak lock-in effect situations they tend to complain less and may still remain customers even under worse conditions. These results may help alliance partners to reflect on their relationships with consumers and may also contribute to finding a reasonable degree of lock-in effect in order to avoid damage to their brand value and reputation." @default.
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• W2553527615 date "2014-01-01" @default.
• W2553527615 modified "2023-09-24" @default.
• W2553527615 title "The Business-to-Consumer Lock-in Effect" @default.
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