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A B S T R A C T E-service customers have myriad alternatives, so they can easily reduce their use of an e-service or switch to competitors. To enhance existing customers' experiences and convince them to persist in their usage, companies often introduce new versions of e-services. However, the changes resulting from such incremental innovations can be effortful for customers to learn and potentially even ruin their experiences. If e-service providers want to avoid losing existing customers,doi:10.1016/j.jbusres.2019.05.036 fatcat:pvkiq6tnwfhfza4phy2vkalciy