The Satisfaction of Change: How Knowledge and Innovation Overcome Loyalty in Decision-Making Processes

Customer loyalty has long time been a topic which has drawn much atten- tion within the academic management literature (Chandrashekaran, Rotte, Tax, & Grewal, 2007; Palmatier, Scheer, & Steenkamp, 2007; Yim, Tse, & Chan, 2008). Heightened competitive dynamics in contexts characterized by high business intensity and oversupply (Bang & Joshi, 2010; 2002a, 2002b; Schindehutte, Morris, & Kocak, 2008; Sirmon, Hitt, Arregle, & Campbell, 2010), the evolution of types of competition (Adler, 2010), the progressive saturation of many markets, and the structural modifica- tions of the exchange processes induced by the emergence of the digi- tal economy (Gnyawali, Fan, & Penner, 2010; Wind & Mahajan, 2001; Straub, Hoffman, Weber & Steinfield, 2002; Straub, Hoffman, Weber & Steinfield, 2002b; Palacios-Marqués, Merigó & Soto-Acosta, 2015a, Palacios-Marqués, Soto-Acosta & Merigó, 2015b) have sustained the progressive importance of the topic in recent years, leading to a growing interest of scholars primarily for the interconnections between offer and demand, as a direct consequence of the increasing technological, com- petitive, and relational complexity that permeates the markets.