Between Satisfaction and Switching Costs: Determinants of Customer Loyalty in Swiss Online Retailing
(A2026-133955)

AUTHORS

Matthias Schu, Institute of Communication and Marketing, Lucerne School of Business; Sarah Blickenstorfer, HLSU; Thomas Wozniak, Institute of Communication and Marketing, Lucerne School of Business; Christina Reh, Hochschule Luzern/WHU - Otto Beisheim School of Management; Dominik Georgi, Lucerne University of Applied Sciences and Arts; Daphne Zeyen, Lucerne University of Applied Sciences and Arts

ABSTRACT

This study investigates the determinants of customer loyalty in Swiss e-commerce by ex-amining the relative impact of switching costs, uncertainty costs, personal relationship loss costs, satisfaction, and enjoyment. Using survey data from 915 Swiss consumers and esti-mating a PLS-SEM model, the findings show that switching costs represent the strongest driver of loyalty in e-commerce, followed by satisfaction and enjoyment. Uncertainty costs also exhibit a significant but weaker positive effect, while personal relationship loss costs show no influence, indicating the limited relevance of interpersonal bonds in digital retail contexts. The results highlight that structural and experiential factors, rather than relational ones, shape loyalty in Swiss online markets. Managerial implications emphasize strengthe-ning switching barriers, enhancing satisfaction, and designing enjoyable shopping journeys.