Encouraging prolonged consumption through habit-boosting efforts: conceptualization and research agenda

Abstract

Purpose

This paper aims to provide a better understanding of the prolonged consumption journey and how they are sustained by service providers’ use of habit-boosting strategies. Existing research is critically evaluated, and a research agenda is provided to inspire and guide future research.

Design/methodology/approach

This paper develops a conceptual framework that integrates habit and transformative consumer intervention theories with customer journey literature to explain the role of habit in sustaining prolonged consumption journeys. Habit-boosting strategies are introduced as mechanisms for service providers to facilitate their customers’ prolonged consumption journeys.

Findings

This paper argues that habit strength is a limited operant resource that often lacks resource integration efficiency and hinders customers’ abilities to sustain prolonged consumption journeys. Four distinct habit-boosting strategies are identified that provide the potential for service providers to facilitate their customers’ prolonged consumption journeys.

Originality/value

This study presents a typology of habit-boosting strategies and a research agenda that discusses a range of practically relevant and theoretically insightful contributions.

Citation

Taylor, J.F., Beatty, S.E. and Roberto, K.J. (2024), "Encouraging prolonged consumption through habit-boosting efforts: conceptualization and research agenda", Journal of Services Marketing, Vol. 38 No. 1, pp. 28-42. https://doi.org/10.1108/JSM-01-2023-0023