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General Switching Cost Burden

GSCBA customer's overall perception of the time, money, effort, and inconvenience involved in switching from one service provider to another
10 items 2004 α .90 Free Bansal, H. S., Irving, P. G., & Taylor, S. F.

What it measures

Ten seven-point Likert-type items measure the perceived overall burden of switching service providers, encompassing time, money, effort, and emotional costs. Items were compiled from multiple studies all tracing to Ping (1993) and have been used in banking, telecommunications, and retailing contexts. The compilation covers items used by five different research teams that each adapted the original scale for consumer services.

Citation

Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, 32(3), 234–250.

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