The cost of switching refers to the psychological, practical, and sometimes financial obstacles a consumer or business faces when changing brands or service providers. These costs include administrative procedures, the need to relearn how to use a new service, or rebuilding a relationship with a new supplier. They are particularly significant in the service sector and can be substantial in B2B, such as training or integration costs when switching software solutions. To attract new customers, some companies offer services designed to reduce or offset these transition costs.