TY  - JOUR
ID  - stimrepo387
EP  - 75
IS  - 2
AV  - public
TI  - Correlayion Between Switching Costs and Customer Loyalty: Integration of AI in Theoretical and Practical Approaches
Y1  - 2024/12//
JF  - Journal of Marketing Management and Innovative Business Review
VL  - 2
SN  - 3031-4208
N2  - This study explores the relationship between switching costs and customer loyalty, as well as how the integration  of  artificial  intelligence  (AI)  can  influence  customer  retention  strategies.  The  findings  suggest  that high switching costs can enhance customer loyalty, particularly in industries that rely on long-term relationships. However,  the  loyalty thatis formed tends to be calculative rather than affective, indicating that high switching costs do not always result in sustainable loyalty. The use of AI in customer management has proven to be more effective  in  managing  switching  costs  and  enhancing  loyalty  by  offering  more  personalized  experiences  and reducing the negative perception of switching costs. The practical implication of these findings is that companies can leverage  AI to develop more  effective  retention strategies that not only  rely  on switching costs but also on better customer experiences. This study contributes to the literature on the use of AI in retention strategies and customer loyalty.
SP  - 68
PB  - MARIOBRE
A1  - Gunawan, Aden
A1  - Rijal, Syamsul
A1  - Galib, Mukhtar
A1  - Maulana
KW  - Switching Costs
KW  -  Customer Loyalty
KW  -  Artificial Intelligence
KW  -  Retention Strategies.
UR  - https://repository.stimlasharanjaya.ac.id/id/eprint/387/
ER  -