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What is Active vs. Passive Customer Behavior Impact about?

This document examines how active and passive customer behavior influences switching in customer relationships. It discusses theories of reasoned action and planned behavior which posit that customers make deliberate, cognitive decisions to switch providers. However, the study suggests unconscious processes also impact customer evaluations and switching. Specifically, it analyzes how different "triggers" may affect active versus passive customers, who react consciously or unconsciously. The study aims to be

Author

WanMohdAlFaizee

Language

EN