Research on Customer Education Paradox and the Mechanism

For companies offering complex and professional products, customer education will be useful to gain competitive advantage. but the unresolved customer education paradox has hampered the strategic decision on customer education. through introduction of motivation-opportunity-ability model and investigation of fund investor, the result demonstrates that, customer education is a double-edged sword. on the one hand, it will improve loyalty through switching motivation, on the other hand, it will decrease loyalty through switching ability and opportunity. Furthermore, switching motivation will moderate the relationship between switching ability, switching opportunity and loyalty.