the perceived risk.
A consumer that has to choose between various alternatives is scared
of making a mistake. Going to an unknown dentist can cause a certain
amount of anxiety. A client that goes regularly to a dentist that
he trusts reduces the feeling of risk and the fear of making a mistake.
a personalized service.
Loyal clients can receive a personalized service. The dentist that
we always goes to knows our medical history. The hairdresser that
we always use knows what we like and adapts her service. Waiters that
know the clients can adapt the service to the particular tastes of
every client without asking too many questions.
the costs of changing. Changing
supplier has a psychological cost, requires effort, time to look,
perceived risk and even monetary cost like, for example, when we want
to change mortgages.