Every month the pool cleaner comes to clean Barry's pool. And, every month, Barry complains that the company doesn't do a great job and claims that he's going to start using a competing firm in town, but he's not convinced another firm would do a better job. And, to this day he's never changed providers. This is a classic example of $\_\_\_\_\_\_\_\_\_\_\_.$

Question $15$ options:

search costs

service standardization

customer inertia

process reciprocity

the iteration principle