Abstract:

Expertise customer will be picky? Existing literature do not achieve consistent result, that is, customer expertise paradox. Basing on MOA theory and perceived benefit, this paper demonstrates the double edged effect of customer expertise. On the one hand, customer expertise will enhance perceived usefulness and enjoyment, lower customer switching motivation. On the other hand, customer expertise will decrease customer loyalty through switching motivation and ability.

Key words: Customer Expertise Paradox, MOA theory, Perceived Benefit, Loyalty;