Innovating for Trust
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Innovating for Trust

Edited by Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad

This book adopts a multidisciplinary approach to innovation, and argues that because innovation is always risky business, trust is an essential premise and outcome of successfully designing, developing and finally launching innovations. Each part of the book encompasses a different aspect of innovating for trust. It begins with the notion of trust, before covering the importance of trust in future thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies. It concludes with the importance of trust in commercializing innovations.
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Chapter 23: Why customers do and do not switch

Per Kristensson, Herbjørn Nysveen and Helge Thorbjørnsen

Abstract

The chapter focuses on why customers do and do not switch. Switching is when a customer leaves a service provider for another one. The research presented looks at how customers perceive equity-related aspects, such as economic fairness, on the one hand, and more psychological determinants, such as cognitive and affective aspects, on the other hand. A review of the literature shows why customers sometimes switch and highlights the need to identify and understand how barriers and triggers affect them in this sense. By understanding barriers and triggers, switching processes are either facilitated or stifled and thus affect the likelihood of a customer adopting a new service innovation or not.

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