“Let’s Wait and See!” The Real Option to Switch as a New Element of Customer Value

摘要: We suggest that a customer’s option to switch suppliers, and wait see before switching, adds customer value in uncertain markets, affects the switching behavior. use real options model examine of this conduct sensitivity analyses based on data collected from German public health insurance market support our argument. elaborate construct show how it contributes customers’ behavioral loyalty. also provide guidelines for managers in-suppliers out-suppliers switch, e.g., pricing decisions management churn