Publication Details

This paper was originally published as: Yanamandram, V. & White, L. (2005). A conceptual model of the antecedents of behavioural loyalty of dissatisfied business services customers. Australian and New Zealand Marketing Academy Conference. Fremantle, Western Australia: Australian and New Zealand Marketing Academy.


This paper presents a conceptualisation of the factors that lead dissatisfied business-to-business (B2B) customers to stay with their existing service providers. While studies in a B2B context have addressed some important barriers to switching, they have not discussed all of these, and not necessarily under conditions of dissatisfaction. A literature review of previous research, both theoretical and empirical, identified that a gap in the body of knowledge exists regarding the reason that dissatisfied customers are behaviourally loyal, and results from a previous qualitative study unearthed additional barriers that exist. Hence, this paper proposes a model of the deterrents to switching amongst dissatisfied business services customers, including moderators and meditators that are postulated to influence the relationship.

Link to publisher version (URL)

Australian and New Zealand Marketing Academy