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Switching Cost (Learning Burden)

SCLBThe perceived time and effort required to acquire the knowledge and skills needed to interact effectively with a new service provider and its products
4 items 2003 α .85 Free Burnham, T. A., Frels, J. K., & Mahajan, V.

What it measures

Four five-point Likert-type items assess the learning costs associated with switching service providers, capturing the time required to become proficient, the effort needed to get up to speed, and the perceived ease or difficulty of adapting to a new provider's systems and processes. Two items are reverse-scored to capture ease of understanding.

Citation

Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents and consequences. Journal of the Academy of Marketing Science, 31(2), 109–126.

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