Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 61, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2021.102530
Keywords
Product innovation; Customer churn; Resistance to innovation; fsQCA
Categories
Funding
- Humanities and Social Sciences Project of Ministry of Education, China [19YJC630150]
- National Natural Science Foundation of China [71672027]
- Zhejiang Provincial Natural Science Foundation of China [LR20G030003]
- China Postdoctoral Science Foundation, China [2020M680974]
- National Highereducation Institution General Research and Development Project
Ask authors/readers for more resources
This study investigates the relationship between customer resistance to innovation and customer churn based on young Chinese consumers' characteristics using 101 cases and the methodology of fuzzy-set Qualitative Comparative Analysis. Three major configurational results and core factors were identified, bridging the academic gap and contributing to customer churn studies with managerial suggestions for marketing practitioners.
This paper aims to investigate the relationship between customer resistance to innovation and customer churn based on young Chinese consumers' characteristics. This study uses smart phone apps as the product category. Based on the methodology of fuzzy-set Qualitative Comparative Analysis, this study uses 101 cases. Three major configurational results and core factors are found in this study. Configuration 1 points out the importance of affect response and functioning dimensions; configuration 2 points out the effect of emotional consumers' attitude toward innovation; configuration 3 suggests that cognitive rigidity plays a critical role against innovation. This study bridges the academic gap between customer resistance to innovation and customer churn and adopts different methodologies to test and prove previous research. Based on the results, this study contributes to the customer churn studies from CRI with a different methodological angle compared with current studies in the consumer behavior domain. Meanwhile, this study provides managerial suggestions for marketing practitioners to reduce CRI and on how to make consumers accept the new products.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available