Extension of switching costs antecedents based on customers´ social ties

The effects of customers´ social ties on switching costs have recently attracted researchers´ attention. This study formally included customers´ social ties as a new antecedent to supplement those elucidated by Burnham in 2003. Through empirical research, this study successfully verified the reliability and validity of items created to measure social ties, and it demonstrated the facilitating effects of social ties as an antecedent on customers´ procedural and relational switching costs. Finally, the study lists managerial implications aimed at retaining customers through knowledge of this added antecedent.