Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Regional Conference

Following my heart or my head? Managing customer retention through customer experience and lock-in

Published: September 16, 2020


Lily(Xuehui) Gao, University of Zaragoza; Evert de Haan, University of Groningen; Iguácel Melero Polo, University of Zaragoza; F. Javier Sese, University of Zaragoza


Customer experience; Lock-in; Spillover effects


This study investigates how customer experience with focal firm or its competitors impacts retention, how experience spills over from one category to another, and the moderating role of lock-in mechanisms. For this objective, building on experiential learning theory, we establish an integrated framework. Using panel data which combines perceptual and transactional information for a sample of 13,761 customers, covering all firms in the industry in one European country for two major telecommunication service categories (mobile and broadband), we test empirically the proposed framework. The results reveal the central role of customer experience with one category and its spillover effect to another category. It furthermore shows a strong competitive effect in shaping customers’ choices across firms, and offers novel insights into the moderating role of lock-in mechanisms, through which might strengthen, weaken or neutralize the impact of customer experience within and between categories.