Vijay Mahajan

TL;DR: The diffusion of an innovation traditionally has been defined as the process by which that innovation iscommunicated through certain channels over time among the members of a social system.

TL;DR: In this paper, the authors developed a switching cost typology that identifies three types of switching costs: (1) procedural switching costs, primarily involving the loss of time and effort; (2) financial switching costs involving loss of financially quantifiable resources; and (3) relational switching cost, involving psychological or emotional discomfort due to the loss or identity and the breaking of bonds, and concluded that consumers' perceptions of product complexity and provider heterogeneity, their breadth of product use, and their alternative provider and switching experience drive the switching costs they perceive.

TL;DR: In this article, the relationship between product design benefits (hedonic versus utilitarian) and the postconsumption feelings of customer delight and satisfaction is investigated. And the results show that delighting customers improves customer loyalty, as measured by word of mouth and r...

TL;DR: In this article, the authors define diffusion as the process of the market penetration of new products and services that is driven by social influences, which include all interdependencies among consumers that affect various market players with or without their explicit knowledge.