Switching Cost (Relationship Setup Effort)

What it measures

Three seven-point Likert-type items assess the costs associated with establishing a new service relationship, including the effort of finding a new provider, communicating preferences and needs to a new provider, and learning how the new firm operates. Developed for use in a financial services context but generalisable to other professional service relationships.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• If I changed firms, it would take a lot of effort to find a new one.
• If I changed firms, it would take a lot of time and effort on my part to explain to the new __________ what I like and what I want.
• If I were to switch firms, I would have to learn how things work at the new one.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Selected from Jones, Mothersbaugh, and Beatty (2002) battery of switching cost items for the financial services context. Alpha of .89 with AVE of .74. EFA and CFA confirmed unidimensionality, convergent and discriminant validities. The service provider type should be placed in the blank of item 2.

Citation

Bell, S. J., Auh, S., & Smalley, K. (2005). Customer relationship dynamics: Service quality and customer loyalty in the context of varying levels of customer expertise and switching costs. Journal of the Academy of Marketing Science, 33(2), 169–183.

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