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Conference Proceedings (2007), APAMBC - 2007 Conference Proceedings, SIM University

How Emotions Influence Supplier Switching in Outsourcing Contexts?

DONADA Carole , NOGATCHEWSKY G.

Over the past decades, a number of researchers have reported mixed results on the antecedents of supplier switching decisions in outsourcing contexts, and business to business relationships (Wathne et al., 2001, Ganesan, 1993, Hauglan, 1999, Joshi and Stump, 1999). Surprisingly, no emotional factors have been taken account whereas customer behavior studies have highlighted that emotions are "fuels for drives, for all motion, every performance, and any behavioral act" (Fonberg, 1986). This research addresses this gap by analyzing how emotions, such as happiness, empathy, angry or frustration, influence the likelihood of a supplier switching as well as the traditional economic and relational antecedents.

DONADA, C. and NOGATCHEWSKY, G. (2007). How Emotions Influence Supplier Switching in Outsourcing Contexts? In: APAMBC - 2007 Conference Proceedings. SIM University.