Are Variety-Seekers Bad Customers?

  title={Are Variety-Seekers Bad Customers?},
  author={Herbert Woratschek and Chris Horbel},
SUMMARY Variety-seeking behavior occurs if customers derive utility from a change of service providers. It has negative consequences for the firm's profits, because it functions as a moderating factor in the relationship of customer satisfaction and customer loyalty. Even by offering high service quality variety-seekers cannot be retained. Therefore variety-seekers are often seen as “bad” customers, because they are not loyal to the firm. This article will show variety-seeking behavior in a… CONTINUE READING