Nowadays companies increasingly derive revenue from the creation and sustenance of long-term relationships with their customers. In such an environment, marketing serves the purpose of maximizing customer lifetime value (CLV) and customer equity, which is the sum of the lifetime values of the company‟s customers. That is, increasing customer purchasing behavior is an important issue in the e-tailing context. In this paper, we used recency, frequency and monetary (RFM) measures approach to determine customers‟ purchase behavior. This study explores the relationship of customer satisfaction, customer loyalty, and perceived switching costs with customer purchase behavior; as well, the moderating relationship of switching costs on the link between customer loyalty and purchase behavior in the context of e-tailing are investigated. Data collected from 266 useful respondents are tested against the research model using the partial least squares (PLS) approach. The results indicate that customer satisfaction has a significant relationship with customer loyalty, and that switching costs can mitigate the negative relationship between customer loyalty and purchase behavior. These findings provide several important theoretical and practical implications in terms of e-tailing service. Switching costs
