Editing Switching barriers (section)

===Relational switching barriers===
Relational switching barriers include the psychological or emotional discomfort caused by terminating a relationship and the breaking of bonds, along with the time and effort involved in and forming a new relationship.<ref name=":3" /><ref>{{Cite journal|last=Meng|first=Juan|date=2009|title=Investigating Structural Relationships Between Service Quality, Switching Costs, and Customer Satisfaction|url=http://www.digitalcommons.www.na-businesspress.com/JABE/ElliottWeb.pdf|journal=Journal of Applied Business and Economics|volume=9|via=ProQuest Central}}</ref> There are two facets of relational switching barriers. Brand relationship loss costs are the losses associated with severing the bonds of identification that have been developed alongside the brand with which a customer has associated.<ref name=":2" /> These bonds are lost when switching providers. Personal relationship loss costs are the losses and discomfort associated with switching to a provider that a consumer is not familiar with, as familiarity creates comfort for the consumer.<ref name=":2" />