The inability of consumer satisfaction/dissatisfaction (CS/D) to predict the future purchasing behavior of consumers is attributed to _____.
A) retributive costs
B) switching costs
C) inequity perceptions
D) equity perceptions

Question

Quizplus · Accepted Answer

Switching costs refer to the costs incurred by a customer when switching from one product to another. These costs may include monetary costs, time costs or any other costs associated with switching to a different product. Consumers may feel dissatisfied with a product but not switch due to the high switching costs involved. As a result, CS/D may not always predict future purchasing behavior.

The Inability of Consumer Satisfaction/dissatisfaction (CS/D) to Predict the Future