Turning Web Surfers into Loyal Customers: Cognitive Lock-In Through Interface Design and Web Site Usability

Abstract

This chapter focuses on how Web site elements (e.g., interface design, tools provided, usability, information, etc.) can influence customer satisfaction and prevent switching behaviors, acting as positive switching costs. Some switching barriers can be seen as more positive in their nature and others as more negative. Then, psychologically, customers remain loyal to a supplier either because they want to or they have to. Following this approach, the aim of this chapter, therefore, is to highlight the strategic role that positive switching costs, stemming from a well-designed Web site, play both in traditional sectors and in the expanding networked environment. Furthermore, we develop an empirical customer switching cost framework in an effort to improve understanding and management of this phenomenon.