Positive vs. negative switching barriers: the influence of service consumers' need for variety

• In this study, we deal with the existing debate related to the establishment of switching barriers retaining customers in the relationship with a provider. In particular, we demonstrate that ‘positive’ switching barriers (relational benefits) play a greater role that the ‘negative’ ones (switching costs and availability and attractiveness of other providers' offers) in determining customer satisfaction and retention. On the other hand, we include customers' need for variety in the proposed model, in order to demonstrate that a higher level of this psychological trait will lead to a lower perception of the existence of switching barriers. The hypotheses proposed have been tested for a services context on a sample of 800 individuals, using the technique ‘Partial Least Squares’ (PLS). Our findings lead to some interesting managerial implications.

Copyright © 2006 John Wiley & Sons, Ltd.     

How is the therapeutic relationship talked into being?

A review of the place of the therapeutic relationship within systemic approaches to therapy is provided. This serves to contextualize the findings of a research study that subjects therapy sessions to a discursive analysis. The purpose of the analysis is to learn more about the therapeutic relationship through an examination of what actually takes place in sessions. Moments in therapy where therapeutic engagement is stronger and moments when it is weaker are identified and analysed. The discursive contours of a robust therapeutic relationship are highlighted. A theoretical account of the constituents of a stronger therapeutic relationship is constructed from this analysis.

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