Modeling The Consequences Of Customer Confusion In A Service Marketing Context: An Empirical Study | Manoj Edward & Sunil Sahadev

The purpose of the study is to develop and validate an integrated model of customer confusion, service quality, switching costs, customer satisfaction and customer retention. The conceptual model is developed based on the existing literature and then the model is validated through the analysis of data collected from customers of mobile services in India. The conceptual model receives adequate support in the empirical study and suggests that more than its direct effect, consumer confusion impacts customer retention through its effect on customer satisfaction and switching costs. The study presents an integrated model of consumer confusion and looks at its impact on consumer loyalty through its direct and indirect effects.