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Chapter XVI: Turning WebSurfers into Loyal Customers: Cognitive Lock-In Through Interface Design and Web SiteUsability
Manlio Del
Giudice
University of Milano-Bicocca, Italy
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.
