Introductie
Consumenteninertie is de neiging van consumenten om systematisch een product te blijven kopen bij dezelfde leverancier, zelfs bij de aanwezigheid van betere alternatieven. Dit is vooral een opkomende term in business-to-consumer onderzoek, maar het construct maakt nu ook zijn weg in business-to-business onderzoek. Echter, er is een misconseptie dat consumenteninertie een ééndimensionaal construct wat de oorzaak is van de tegen elkaar staande bevindingen in diverse onderzoeken. Uit dit onderzoek blijkt nu echter dat er 3 hoofdzakelijke dimensies zijn binnen consumenteninertie wat kan leiden tot significante verschillende managementstrategieën van bedrijven van hun klanten.
Waarom is consumenteninertie van belang?
Loyaliteit op basis van gedrag in Business-to-Business-dienstverleningsrelaties wordt vaak begrepen als de manifestatie van rationeel gedrag van zowel de klant als de leverancier. Er zijn echter tal van aanwijzingen dat B2B klanten niet uitsluitend op rationele constructies vertrouwen, en bijgevolg vaak een soort irrationeel gedrag vertonen. Consumenteninertie is één van die constructen in B2B-relaties, maar dit construct wordt vaak verkeerd begrepen, vereenvoudigd en is ontbrekend in kwantitatief academisch onderzoek. Dit onderzoek probeert de bestaande leemtes in de literatuur op te vullen door na te gaan of consumenteninertie een antecedent is van klantentrouw in de B2B dienstencontext. Bovendien onderzoekt deze studie of inertie kan worden gezien als een driedimensionaal construct dat voortvloeit uit gedragspatronen, cognitieve processen en affectieve attitudes van de klant.
De resultaten geven aan dat inertie van de klant een significante voorspellende factor is voor klantentrouw in de context van B2B-dienstverlening, waardoor het construct consumenteninertie relevant wordt voor dienstverleners die in deze context opereren.
Onderzoeksmethode
Dit onderzoek hanteert een onderzoeksmethode dat typerend is voor gedragsmatig psychologisch onderzoek, met name complexiteitstheorie. Met behulp van complexiteitstheorie is het mogelijk een dieper inzicht te krijgen in de verschillende paden die leiden tot inertie. Dit is een methode van asymmetrische toetsing die Booleaanse operatoren gebruikt om de verschillende combinaties van antecedenten te identificeren die leiden tot de uitkomst in, namelijk de verschillende soorten consumenteninertie.
Symmetrische analyse toetst de sterkte van de relatie tussen een antecedent en zijn uitkomst. Het test de voorspellende waarde van hoge (lage) waarden van een antecedent op hoge (lage) waarden van de uitkomstconditie door bijvoorbeeld een meervoudige regressieanalyse uit te voeren. Er wordt echter geen rekening gehouden met mogelijke of negatieve tegengestelde gevallen die uit deze relatie kunnen voortkomen. Asymmetrische analyse kijkt ook naar die tegengestelde gevallen. Dit betekent dat het mogelijk is om verschillende configuraties te onderscheiden die leiden tot de uitkomstvariabele in kwestie. Deze manier van onderzoeken is nuttig om de verschillende gedragspatronen van klanten te onderzoeken, aangezien klantgedrag nogal complex is, zou het gebruik van een meervoudige regressieanalyse de relaties in kwestie kunnen over simplificeren.
Het tot stand komen van consumenteninertie
Er worden drie dimensies van customer inertie geïdentificeerd: (1) Customer inertie die voortvloeit uit de gedragspatronen van de klant. Dit betekent dat lange relaties met een bepaalde leverancier kan leiden tot inertie indien de klant zich vasthoudt aan zijn gewoontes. Uiteindelijk resulteert dit in de vorming van een psychologische barrière met een gebrek aan van enige affectie tegenover hun dienstverlener. (2) De tweede vorm van consumenten inertie is het resultaat van bepaalde cognitieve processen van de klant. Klanten die hoge overstapkosten waarnemen worden inert door dat de klant de perceptie heeft dat er hoge overstapkosten zijn ten opzichte van hun dienstverlener, wat er uiteindelijk voor zorgt dat de klant gelooft dat er een gebrek is aan aantrekkelijke alternatieven op de markt. Uiteindelijk zal de klant de huidige relatie met de leverancier accepteren en er niet meer verder over reflecteren. (3) De derde vorm van consumenteninertie vloeit voort uit de affectieve houding van een klant ten opzichte van zijn dienstverlener. Deze vorm van inertie komt voort uit de diepgewortelde affectieve verbinding van de klant ten opzichte van zijn leverancier, waardoor de klant ongevoelig wordt voor verandering. Deze vorm van inertie is echter alleen aanwezig als de dienstverlener een lage kritische waarde heeft voor de klant. Dit klinkt ook logisch, een leverancier die van laag belang is voor de klant, maar waarvan hij relatief tevreden is over de relatie. In dit geval is verder reflecteren over de relatie niet van groot belang en zelfs in enige mate zinloos. Door inert te zijn kan de klant kosten besparen door gewoon de relatie met de leverancier gewoon door te trekken. Daarom is het soms rationeel handelen voor een klant om een irrationeel gedragspatroon te vertonen.
Implicaties voor het management
Deze nieuwe blik op consumenteninertie betekent dat een dienstverlener in de B2B-setting een dieper inzicht zou kunnen krijgen in het gedrag van de klant door een beter begrip van de construct consumenteninertie. Consumenteninertie voorkomt consumentenverloop en de verhindert klantenmobiliteit op de markt. Er zijn twee belangrijke strategieën voor een dienstverlener om rekening te houden met het inertiegedrag van zijn klanten. De eerste strategie is bedoeld voor dienstverleners met een aanzienlijk marktaandeel. Deze aanbieders moeten proberen hun positie in de markt te verdedigen door de inertie van de klant type twee of type drie te voeden. De andere strategie is bedoeld voor dienstverleners met aanzienlijke groeimogelijkheden. Deze dienstverleners moeten ernaar streven de inertie van de klant van een concurrent te verlagen om de mobiliteit van de klant te vergroten. Vooral die klanten van inertie type één en type twee die naar verwachting oneigenlijk loyaal zijn.
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